Embracing technology to attract digitally minded customers
I moved to great Yarmouth two decades ago and opened three bars in the area. We’ve had to navigate turbulent times, not least the impact of the intense ups and downs of the UK economy and a tough trading climate that has seen 10,000 pubs close since 2006. One thing that has stayed constant throughout is that success comes from your ability to put the customer first and deliver a seamless, high quality experience. It should meet – if not exceed - their expectations, each and every time. From the first encounter through to making that payment, every part of the journey communicates something about what you do and how you do it.
When it comes to payments, my tech-savvy customers expect elegant solutions that work. Getting that process right makes the difference between happy customers and those that leave early to go on somewhere else.
Rise of the machines
Processing payments quickly in this environment can make a big difference to takings at the end of the night, particularly at weekends. My current till makes business easier: it talks to my back office, records takings and improves charging accuracy - this is no easy feat considering I have over 300 products. That said, I would welcome a more integrated system that can do all of this cost effectively, securely and efficiently.
One thing I’m acutely aware of now is the need to boost the profile of my business online. We have a good flow of locals into Kings, but I think we’d benefit from greater visibility online to help drive passing trade from the influx of tourists to the area. Being in the town centre rather than on the promenade means tourists will often miss us entirely. I’m interested to understand how I can use the internet to make Kings more visible to passing trade, whether that’s using social media channels like Facebook and Twitter, or moving us higher up the search rankings.
Each day, juggling a variety of tasks is a huge challenge as everything is a priority in my eyes. My day can range from sorting through paperwork and receipts, bookkeeping, checking stock, chasing suppliers, payroll, training staff and talking with customers. After seventeen years in the business, I wonder how it can be that I still can’t get everything I need to do done. And so my aim with this programme is to emerge from it with a greater understanding of how technology can help me save time so that I can focus on the things I really want to do with the business.
Follow my journey on Facebook and see how I get on this summer. Better still, pop in for a drink if you are in the area.