Top tips to improve your in-store conversion ratesAuthor: MOBI
There’s no doubt that in-store experiences pre and post-covid look very different. Brands of all sizes, including McDonald’s, have adapted their in-store experience to lean more heavily on technology, and less on staff. Although there was a time where consumers thought self-service technology was a temporary solution, it has become the new normal across the board.
As we know from our recent podcast interview with Callie van der Merwe, founder and CEO of the Design Partnership Australia, psychology and interior design go hand in hand. Brands such as Taco Bell, KFC and other QSR giants spend ample amounts of money and time investing in consumer behaviour studies to create the best in-store experience possible.
Although we know not all brands have the luxury of redesigning the in-store experience on the regular, we do know some low-cost tips any brand can incorporate in their stores today.
Maximise your Kiosk placements in-store
If you’re using Kiosks in-store, making sure they are readily available and visible to your guests upon arrival is key to increasing your conversion rate. Placement can make or break the experience for your guest, just ask this McDonald’s store in Florida who found through proper placement, customers who used their kiosks spent on average 30% more per order. That’s huge!
Kiosks can be free-standing, wall-mounted, or mounted on your counter. When you first start assessing where to place your kiosks, put yourself in your guests shoes and think about their natural flow in-store. Do you have room to place one or two in the middle of your store? Do you still need front of house staff, or are you moving towards being 100% self-service? If so, perhaps placing a kiosk or two on the front counter might be the optimal approach.
It’s also important to consider how guests will queue up for your in-store technology. Make sure lines for your Kiosks won’t intersect one another, and that guests won’t end up lining up too close to tables, interrupting the experience for your dine-in guests.
Using signage to your advantage
Using in-store signage is a tactic that often goes under-utilised. With so much change in the hospitality industry, it’s important to provide clear direction as to the quickest and easiest way your guests can order. If you’re using technology such as QR code ordering, for products like Table Ordering, make sure there’s QR signage on every table. Feel free to get creative with this and utilise your branding, add some quick tips for how guests can place their order.
If you’re using QR code ordering such as Skip the Queue, make sure your QR codes are placed in areas that make sense for guests. For example, is there a power wall that guests will see as soon as they walk in your store? Is there anywhere along your front counter where you can place a sign to “order faster through self-service.” Similarly, think about what tips can you add to entice guests to use your preferred way of ordering.
Other opportunities for signage could be thinking about floor decals, to show guests where to wait in line for kiosks, or where’s the best place to wait for their order while it’s being prepared.
Entice your guests through upsell
No matter where your guests are ordering in-store, whether through Kiosk, Skip the Queue, Table Ordering, or from your staff, ensure you’re maximising your conversion by adding upsell. According to a study by The Sales Funnel Strategist, upsell influences are responsible for 10% — 30% of revenues. Initiating data-driven upsell across your platforms shows your guests you know them best.
Use the staff you have to improve the guest experience
Although technology can certainly help in the event of a staffing shortage, it also works complimentary to your staff. Make sure if you’re using technology in-house, your staff understand their role. Rather than having to focus on the transactional elements of taking orders and payment, your staff have more time to engage with customers, walk them through your menu, and suggest in-person recommendations for cross sell.
In-store operations run smoother with less wait times as staff have the flexibility to do both their jobs and engage with guests. For more tips on how technology can work with your employees, check out our list of ways in-store tech can benefit staff.
If you’re struggling with conversion, talk to an expert
With costs on the rise, we know first-hand that hospitality brands now, more than ever, are keeping a close eye on their conversion rates. If you’re struggling to pinpoint exactly what small changes could make a big impact on your business, we suggest taking a complimentary call with one of our MOBI experts. We’re currently working with some of today’s biggest hospitality brands to improve their operations and profitability, simultaneously.
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