The expectations of the modern consumer
“It is getting Harder and harder to please the modern consumer. With fast, Cheap and reliable a standard commodity how do you stand out?”
We attended Caffe Culture and The Independent Hotel this week and both were packed with insight. At Caffe Culture we had the excitement of the SCA UK Latte Art Championships and more coffee than we knew what to do with, I haven’t slept since!
At these recent shows some themes have been constant, such as sustainability, the rise of veganism and the nod to the healthy life. However, with these two shows the demand of the modern consumer and the call for an experience stood out.
The rise of the experience
The focus on experience is a game changer. Restaurants and hotels can’t just supply their primary function of great food or an amazing room, they have to have an edge. This is due to the rise of demand from the consumer. They want more bang for their buck.
Specifically looking at hotels, the development of Airbnb hasn’t helped their case. A hotel has become more of a luxury commodity than ever before. The Airbnb model is amazing – it allows the guest to have an experience around the primary function of a warm bed to sleep in. It means you can stay in a homely property and gives you an opportunity to meet the owners and share life stories. It gives you something extra.
I’m not on commission I promise, other booking websites are available!
Using tech to manage the consumer’s expectations
There is definitely a balance that needs to be found. Looking at engagement, tech is a great way to optimise this.
1 in 10 diners post their meals to social media. Using this information and engaging people over social media by tagging and acknowledging their visit makes them feel special and valued. It is important not to over step the line. Guests are happy for relevant engagement, but if it’s irrelevant it becomes annoying and leaves a bad taste.
Using technology you can build a profile of a guest so when they return you know more about them. You’ll know it they are allergic to nuts or prefer to be sat in the window. Acting on this information creates a unique experience and again makes the guest feel valued. This allows every guest to be treated as a regular, which is what they all want.
The stigma around the use of technology
There is still a stigma attached to the use of technology. 33% are still uncomfortable with privacy invasion regarding data collection. Dinner by Heston Blumenthal has acknowledged that whilst tech is important to the unique experience, they have kept it firmly in the background. Stuck to pencil and paper chits rather than tablets for front of house staff, all EPOS systems are hidden away and they only interact once a guest has interacted with them to allow them to feel comfortable.
So it seems technology may be the way to tackle the modern consumer and boost the all-important experience. Just use it appropriately.