case study
top-ups such as adding funds when the
balance drops below a certain sum) and
download digital vouchers based on
products they’ve bought and the points
they’ve earned. Access to the site is
multi-platform via a new 24 smartphone
app or using the web app, from a
desktop PC or tablet.
Building Loyalty
The app and the 24 card are great
channels for communicating deals
and promotions. Both enable 24 to
build a relationship with the customer,
capture useful sales data, and drive
value and loyalty through interaction
and promotions. By making full use of
the loyalty functions of SymPOS, 24 can
have a customer conversation through
card registration, asking for feedback,
refreshing the products and providing
tailored offers.
More Clever Systems
“Ordering and payments technology is
fundamental to the concept,” explains
Nicola Morris, “but there are other clever
computerised systems that play their
part too. For instance, if the door of
a chiller cabinet is left open, the food
temperature monitoring system sounds
an alarm. In protecting food quality,
safety and delivery, technology has a role
to play.”
Real-Time Reporting
While technology is the enabler for
this concept, for MCR this was not a
technology sell. “It’s all about getting the
right products for the demographic and
environment, and keeping them fresh.
Managing stock levels is critical so we
needed great reporting,” says Morris.
MCR worked with the 24 team to define
reports and set up alerts to make stock
management constant, reliable and
active. Daily and weekly reports from
"MCR worked with the 24 team
to define reports and set up alerts
to make stock management
constant, reliable and active."
MCR’s portfolio are used. Symphony
generates information for sales and
financial analysis, which can be posted
into 24’s data warehouse. Web-based
access to real-time data gives staff a
constant trading snapshot.
“Real-time Business Intelligence
provides Insight to positively influence
customer service; information is there
to ensure product availability and
reduce wastage,” says Jim Wilkinson.
“You can also see how linking up with
a digital signage solution could deliver
'live' promotional messages to directly
influence consumer behaviours.”
Closed Environment Security
A 24 micromarket only works in a closed
environment where management can
track exactly who buys what. The kiosk
normally has a CCTV camera for extra
security. “Honesty is a critical part of
the operation,” stresses Marcus Fuller.
“Any shrinkage we get is due to product
wastage not pilfering; in fact shrinkage
is lower than in a traditional food sales
environment.”
The Right Choice
“With an unmanned payment solution,
the system has to be intuitive for use
without training,” concludes Fuller. “We
wanted something future-proof, and
we’re confident the system can grow
with us. MCR and AURES technology has
turned out to be absolutely the right
choice. It’s quick to install, convenient to
use and MCR are very supportive.”
www.aures.com
KIOSK solutions 11