Digital media has transformed the way food and beverage businesses operate – offering a dynamic platform to promote products, enhance customer engagement and drive sales. At Celestra, we have witnessed firsthand how leveraging these tools can lead to significant upselling success, added customisation, and a boost in profitability.
One of the most impactful aspects of digital media is its ability to highlight high-margin or promotional items strategically. By prominently highlighting deals like ‘meal combos’ in visually appealing ways, businesses can encourage customers to upgrade their orders, boosting sales and profitability.
Screens excel in suggestive selling. Subtle prompts like ‘add a side’ or ‘upgrade to a large for £1.50’ can nudge customers to enhance their orders without feeling pressured. This not only increases average transaction value but also enhances the customer experience.
Stonegate Pub Group have paved the way, demonstrating the effectiveness of digital media by utilising it across all the pubs, across their estate. Celestra have been partners with Stonegate for many years now and supported this rollout, with a whopping 2,500 screens installed so far across 600 of the sites in their estate. The rollout has given Stonegate the unrivalled ability to create targetable audiences and deliver revenue from advertising impressions.
‘72% of guests have reported that their order has been influenced by content displayed on MiXR screens in venues, according to a MiXR survey’ (1)
Powerful visuals cannot be understated. Engaging images and videos of signature items can captivate customers and encourage them to buy more convincingly than what can be achieved with a menu, increasing the likelihood of upselling (and reducing the costs of having to constantly re-print menus!) Coupled with dayparting strategies, a technique where menus shift at set times during the day, businesses can ensure they always offer what their customers want when they want it. Wastage can be reduced because the menus adapt to the demands of customers throughout the day, and profits will increase as a result.
The flexibility offered by digital media is unparalleled when it comes to real-time content updates. Whether it is a limited-time offer or a seasonal special, businesses can create a sense of urgency that drives impulse purchases. This adaptability allows businesses to stay ahead of market trends and meet customer expectations.
Reports show that businesses adopting digital media report increased sales, improved customer satisfaction, and streamlined operations. The ability to capture attention and drive additional purchases makes digital media an invaluable asset in retail and hospitality. Digital media is more than just a modern touch to a venue; it is a strategic tool for upselling and enhancing the overall customer experience. By utilising it effectively, businesses can see substantial improvements in both sales and customer loyalty.
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