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How customer benefits will drive the EPoS evolution

Maxwell Harding, founder and CEO of Dynamify

With the cost of living continuing to skyrocket and food prices at an unprecedented high, consumers are increasingly focusing their spending on where they are likely to garner the most benefit. As a result, initiatives such as subscription-based schemes and loyalty programmes have significantly risen the ranks as a favoured means to attract and retain customers.

Through self-service kiosks and white-labelling apps, operators can leverage these benefits by providing customers with rewards and giveaways that feel unique and personalised to them. This is special thanks to the software’s ability to analyse every individual’s purchase history and then promote specific meals and drinks to meet the individual preferences of each customer. This enables operators to not only stay competitive, but also improve customer service over time, retain data for targeted marketing campaigns, and introduce future loyalty and reward programmes on an ad hoc basis. 

Convenience and speed

At the same time, these capabilities have particularly gained traction as operators continue to meet demand for quicker, more convenient, and time-saving transactions. Furthermore, they enable hospitality staff to function more efficiently, with greater capability to provide a frictionless service, as well as alleviating pressure during periods of labour shortages. In fact, 90% of restaurants agree that increased automation would allow their teams to focus on more critical tasks. By freeing up staff from standing behind counters and tills, they can add experiential value by proactively supporting and greeting guests. The importance of this crucial human element cannot be understated.  

Basket-level data

What’s more, EPoS systems offers hospitality and catering businesses the benefit of non-anonymised basket-level data that can help them make better, more informed decisions. This includes what products to sell, to what clientele, and at what time, to point to just a few, and allows restaurant owners and managers to provide a better and more tailored experience. Through tracking orders and managing produce, venues can also plan resources and supply more effectively, reducing waste and saving costs. Ultimately resulting in greater sustainability, both environmentally and economically. 

Towards the fully digital

The next few years will be absolutely crucial in the evolution of EPoS and it’s likely that the concept of cashiers and queuing will reduce even further as self-service channels (apps and kiosks) continue to proliferate. As customer expectations continue to evolve and the demand for quick and seamless transactions grows, we’ll likely to see even more operators go fully digital in 2024. It’s imperative that the sector recognises that consumers now expect these types of innovations, and those who fail to keep up with the times risk losing out to the competition.


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