technology & branding case study

Brand Strategy Branding x Technology

Casey Huth

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

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.

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.

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’.  

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.

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.

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.

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.              

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.

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.

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.