Technology & Branding Case Study
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Transcript of Technology & Branding Case Study
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Brand Strategy Branding x Technology
Casey Huth
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY
➵ Mobile device usage at social places are hotly debated and being constantly redefined.
➵ Early-adopter business’s and restaurants are embracing new mobile technologies to update the experience for their customers.
➵ Even though it’s a new market, they are crafting a valuable edge in the industry’s competitive landscape.
➵ From social media promotion to advertising
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY Ideas & Concepts
Sydney, Australia Mundo Global Tapas
➵ Customers use the restaurant-provided iPads instead of menus
➵ Access photos of every dish
➵ Customers can notify chefs of how they want their steaks cooked.
➵ Advantages over the paper medium
➵ easy revisions for fluctuations in price
➵ keeping track with inventory so customers don’t order items out of stock.
➵ The restaurant envisions the iPad menu to eventually revolutionize the dynamics of food ordering by utilizing local weather and customer moods to recommend meals.
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY Ideas & Concepts
New York, New York The Plaza Hotel
➵ One of the first luxury hotels that is using iPad to help enhance the customer experience.
➵ Guests have control of a large assortment of hotel-related activities straight from the iPad. ➵ Requesting room service ➵ Scheduling wake-up calls ➵ Making spa appointments ➵ Printing boarding passes.
➵ The Plaza have adjusted their definition of luxury to how products can promote the holistic experience of staying at the hotel.
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY Ideas & Concepts
London, England Berkley Hotel
➵ Plans to offer hotel guests iPads for the duration of their stay to use as a travel guide.
➵ Mobile itinerary ➵ Customized, selected apps that help craft the
travelers experience in the area. ➵ Apps will suggest the top-five places to
visit. ➵ Providing a list of local ‘hidden gems’.
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY Ideas & Concepts
Naples, Florida Naples Tomatoe ➵ Utilize an iPad to recommend wine for customers instead
of a sommelier.
➵ Wine connoisseurs can browse through the Mediterranean restaurant’s 550 Wine Spectator-recognized wine list.
➵ Cusomer’s can recognize certain brands & read descriptions.
➵ Easy revisions for fluctuations in price.
➵ Keeping track with inventory so customers don’t order items out of stock.
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY Ideas & Concepts
Manhattan, NYC 4foods ➵ healthy fast food restaurant, 4food, plans to
equip their waiters with iPads for assisting the ordering process.
➵ The use of iPads fits the restaurant’s
progressive goal to embed contemporary technology into its restaurant infrastructure to serve healthy food.
➵ The interior of the yet to be opened restaurant will also loosely imitate the aesthetics of an Apple store.
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10 INNOVATIVE USES OF THE IPAD BY THE HOSPITALITY INDUSTRY Ideas & Concepts
Rezbook iPad Ap Urban Spoon ➵ Allows iPad users to view table layouts
and make reservations on the tablet.
➵ Integrate the app’s services with the traditional paper reservation process to expand the outlets for connecting with customers.
➵ The app also allows its users to indicate allergy information and propose seating preferences.
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HOW APPS CAN HELP BUILD BRANDS Ideas & Concepts
• 50 billion iOS App Store downloads
• Over 500 million active Apple iOS accounts
• 50 billion downloads, we can then assume that each user has downloaded approximately 100 apps, on average.
• 80% of branded apps have been downloaded less than a thousand times, failing to attract attention.
• brands that have managed to achieve app success add tangible value to peoples’ lives in seamless and consistent ways.
• Change focus from generating transactions to fostering relationships.
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HOW APPS CAN HELP BUILD BRANDS Ideas & Concepts
Case Study: Domino’s Pizza App
• Created a real-time tracker that enables customers to follow their order from the assembly line down to the exact delivery time.
• an interactive and customisable menu
• a built-in game to amuse the customer
• mobile coupons for them to redeem against their next purchase
• the application proved not only to be a success, but provided the customer with an enjoyable distraction while awaiting delivery of their order.
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HOW APPS CAN HELP BUILD BRANDS Ideas & Concepts
Case Study: American Airlines App
• creation of a complementary mobile app that
addressed customers’ needs as they progressed through crucial milestones of the flying experience
• travel booking • flight detail tracking • providing a virtual boarding pass • entertainment • airlines’ customer loyalty program
• Evolve from selling a lifestyle to serving a memorable experience.
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HOW APPS CAN HELP BUILD BRANDS Ideas & Concepts
• Great brands view mobile as just one of the means to make peoples’ lives better.
• How brands effectively respond to what people want today and need tomorrow is one of the many touch-points within a customer’s ecosystem of brand experience.
• Successful brands will be those that create a better future for their customers,
• resolving tensions between what people want today and need tomorrow.
• mobile connects people to experiences that leave a positive impact on their lives.