Food retail apps and innovative loyalty software platform launched in Australia

Posted by AFN Staff Writers on 23rd October 2013

A new integrated tool called Mobile Den, which allows retail brands to link digital customer loyalty campaigns and mobile payments directly with their retail operations, has been launched in Australia.

The platform, which is initially being launched in Quick Service Restaurants (QSR) Guzman Y Gomez (GYG) and Starbucks Australia, will allow retailers to roll out branded mobile and web apps that connect directly with MICROS point-of-sale (POS) and customer relationship managing (CRM) software.

Mobile Den is the result of a partnership between Sydney-based digital agency Gruden and enterprise-level technology solutions provider MICROS, and was developed on projects for Starbucks Australia and GYG.

GYG goes digital with rewards program

GYG initially used the Mobile Den platform to digitise its card-based ‘GOMEX’ loyalty program, embedding the function directly into the GYG app for Apple iOS products, such as iPhones. GYG customers can now scan their phones at the MICROS point-of-sale terminal throughout all stores to earn customer rewards and keep track of loyalty points.

With a growing loyalty base, GYG will soon launch mobile ordering within its iPhone app. GYG customers will be able to avoid busy queues by ordering and paying in advance using the app.

Starbucks Australia creates ‘digital wallet’

Starbucks Australia has used Mobile Den to trial its ‘digital wallet’ and customer loyalty initiative. The initiative allows customers to set up and charge their account directly via the Starbucks app and pay at the counter of Starbucks Australia stores using their smartphone.

The app also allows customers to collect loyalty points for future use. It recently won the 2013 Mobile Awards for Online Shopping and Payments award.

‘Cost effective’ solution

Designed and developed over the past 18 months, Gruden said the Mobile Den platform offers “an extremely cost effective and quick-to-market solution” for restaurant chains and franchises using MICROS, or brands looking to implement new systems. As a white label product, Gruden said Mobile Den can be set up in a short space of time.

“The retail and hospitality industries have generally been late adopters when it comes to harnessing the power of digital,” said Todd Trevillion, Gruden CEO. “Thanks to our partnership with MICROS, we are now able to offer a revolutionary new platform that will help brands connect with their customers in new and exciting ways,” he said.

Gruden said its platform means initiatives such as the GYG and Starbucks Australia ones can be implemented in six to eight weeks.

“With Starbucks Australia and Guzman Y Gomez already on board, and with many more known brands under development, we look forward to evolving the platform further with more of Australia’s favourite food and beverage brands,” Mr Trevillion said.

Mobile Den possible features

While MICROS develops the POS and CRM system integration, which looks after the back-of-house operations, Gruden said its work on the platform means it can offer a “comprehensive digital experiences for customers both online and mobile”. The core features of the platform include digital menus, “augmented reality” campaigns, gaming and integrated social media.

Brands can also use the platform to reach out to customers directly with marketing campaigns using mobile phone ‘push notifications’ and alerts.

“Mobile Den is based on two market-leading sets of competencies: our back-end system knowledge and Gruden’s digital expertise,” said Christopher Adams, Managing Director of MICROS Australia. “MCROS offers an open platform that allows us to deliver the innovative solutions our customers require,” he said.

“Mobile Den adds a new element to the mix, offering retail and hospitality brands the ability to provide a fully integrated engaging and exciting mobile and online experience, which links directly to customers paying at the till,” Mr Adams said. “It’s a unique proposition that helps brands wanting to roll out digital marketing strategies quickly, effectively and on a major scale,” he said.

“It’s a first for MICROS Australia and it’s the future of retail marketing,” Mr Adams said.

Core Features of Mobile Den:

•       Digital Loyalty Cards – tightly integrated into Loyalty / POS

•       Mobile Ordering – orders integrated to POS

•       Points / Purchase History – showing last transactions and points accrued

•       Offers / Promotions – Push targeted promotions / offers, location based

•       Digital Wallet / Charge & Gift Card – top up via CC payment and make payments

•       News and information – news and video content

•       Store Locator – nearby and all store contact details

•       Social Media Integration – Share on social channels and see brands feeds & comment

•       Augmented Reality – Advertising, marketing and gaming platform

•       Loyalty Gaming Engine – Game with points and win (scratch’n’win)

•       Passbook Able – Easily integrate with Passbook and emerging wallets

New software platform for food retail apps