Change your event dining experience with mobile ordering – NEW PORT implementation example vol.2
Sky Farm Co., Ltd. Press release: September 30, 2024 Mobile ordering changes the dining experience at events – NEW PORT implementation example vol.2
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facility-specific mobile ordering system “NEW PORT”, which is used as a food and drink ordering service at such events, about the background to its introduction and the effect it has on events. – – – Yokohama Red Brick Warehouse Person in charge: Mr. Hideto Sano (Yokohama Red Brick Co., Ltd.) Moderator: Ryota Koike (Sky Farm Co., Ltd.) Written by: Kazuo Otake (Sky Farm Co., Ltd.) Mobile ordering to keep your event experience intact Koike: Since 2023, NEW PORT has been used as a mobile ordering system for events hosted by Yokohama Red Brick Warehouse. What were the initial challenges you faced when introducing it? Mr. Sano (honorific title omitted below): As a company, we have long had the idea of DXing events to add value and enjoy them. As part of this, an initiative that started in 2021 is the operation of the “Yokohama Red Brick Warehouse Event Official App.” In order to enjoy events more conveniently, this app provides the latest event information, coupons/benefits, etc., and creates membership ranks linked to event purchase amounts. I had a chance to talk with Sky Farm while they were working on an app aimed at getting people to become fans of Yokohama Red Brick Warehouse. As a practical issue, we were faced with a situation where long waiting lines formed at stores and these lines made it difficult to secure the flow of customers within the venue. Yokohama Oktoberfest will have over 120,000 visitors in 2023 (number of paid venue visitors), and the Christmas Market will have over 1.3 million visitors (number of visitors), making it so crowded that even customers can’t buy the products they’re looking for. It was occurring. As a way to alleviate this congestion, we decided that mobile ordering, which allows customers to order from their seats using their own devices, would be suitable, and we decided to introduce it. Koike: What was the deciding factor for NEW PORT in terms of functionality? Sano: Since the event is held for a limited period of time, you can’t visit whenever you want, so it can be a bit lonely if you come once, try the food at one restaurant, and then call it a day. The best part of the event is being able to enjoy a variety of cuisines That’s why NEW PORT’s feature of shopping around (purchasing at multiple stores at the same time) was a big point. Another factor was that we wanted to incorporate a mobile ordering function into the app as one of our member services, and we were able to see that they would be able to cooperate with that idea. Koike: The topic of incorporating a mobile ordering function into the app has just come up, and it seems that the intention is to consolidate services associated with events into the app. Sano: yes. We believe that if the use of mobile ordering in addition to in-store orders can be linked to the purchase price linkage of the app that we introduced earlier, and lead to an increase in membership rank, we will be able to provide our customers with a highly convenient event experience. Koike: We believe that in-store service and mobile order service should be of the same level. If you can feel the benefits on mobile ordering, you will be able to comfortably use it as a solid option rather than a compromise, so this membership rank collaboration will serve as a great role model and lead to improved customer
satisfaction. I think I’ll go. Contributing to upsells with menu visibility
https://prcdn.freetls.fastly.net/release_image/17102/150/17102-150-30bd50c16bd0432407cb62036446b522-1200×800.png Koike: For the first event where you implemented mobile ordering for the first time, were there any difficulties, including the preparation period? Sano: First of all, how do we get tenants to understand how to implement it? Since the tenants are the ones who will actually use the system, I remember having a hard time designing the system operation manual and building the operations. Fortunately, many tenants agreed to give it a try, and we were able to welcome the first Red Brick Island 2023. Koike: Are there any effects of mobile ordering that you have actually felt? Sano: A feature of events hosted by our company is that you can enjoy the atmosphere, including the exterior and decoration of the store, so there is a certain amount of fun to look around the venue and decide, “I think I should try this.” On the other hand Where mobile ordering is useful is timing of additional orders I think so. First, you buy it at the store, sit down, and eat it. Now, when it comes to what to eat next, mobile ordering is showing its strengths because it makes it easy to see the food lineup and order easily. When we actually look at our customers, we see that there is a strong need for ordering more than 2 items. That’s why when it comes to mobile ordering, we have to consider how to display the page and how to appeal to customers in a way that will encourage additional orders. Koike: The current order page has a simple layout displaying a list of stores, but do you have any specific plans for updates? Sano: We are talking internally about a design that lists menus by category. If you click on it, you can see the beer by menu item, or the sausage item by menu item, which would be a great way to promote the joy of dining across stores. Koike: Rather than which restaurant, it’s more about what you want to eat at that time. Designing an order page that is easy for these customers to navigate is extremely important. Koike: Do you have any impressions or opinions that you have actually received from tenants who have introduced it? Sano: At first, some tenants were reluctant, but when they actually tried it out, it seemed to be contributing to sales, and some of them said, “I’m glad I tried it.” Koike: If tenants do not see the value in implementing this, mobile ordering will not be used and customers will end up in a lose-lose relationship where they cannot place orders, so the system must be able to accurately identify tenant needs and achieve them. I hope to be able to contribute as a way to resolve the inherent issues faced in store management. SC DX strategy to raise the appeal of the real world
https://prcdn.freetls.fastly.net/release_image/17102/150/17102-150-a0186b4b83c744dde1d67d3a26a38581-1200×800.png Koike: Is there anything Yokohama Red Brick would like to focus on in the future, other than just mobile orders? Sano: I would like to create an event that combines digital and digital while taking advantage of the charm that can only be obtained from the real world. Recently, we have been implementing Metaverse initiatives, and we would like to create DX that adds a higher level of experience value to the event itself. Turning our attention back to mobile ordering, we would like to increase usage rates and improve the service to make it more convenient to use. Currently, we are responding with promotional materials such as posters and in-store POP, but Flow line design so that even those who are not familiar with mobile ordering can use it with confidence I hope to put more effort into this in the future. Koike: In recent years, awareness of mobile ordering itself has been increasing due to trends in national chain restaurants, but the psychological hurdles that a certain number of customers have when using the service for the first time need to be resolved by providing proper information. I don’t think so. I think it’s only when you use it that you realize how comfortable it is. Sano: I think mobile ordering is really convenient. If I forget to eat lunch during an event, I order it on my smartphone from the office and head straight to the venue as soon as the notification goes off. Yokohama Red Brick Warehouse becomes the hub of the city
https://prcdn.freetls.fastly.net/release_image/17102/150/17102-150-255548989627b3dffd2361af26c7c6a7-1200×800.png Past situations of Yokohama Oktoberfest Koike: Lastly, as Yokohama Red Brick, please tell us about the worldview you are aiming for through the event. Sano: The utilization concept of the Yokohama Red Brick Warehouse is “a space that creates the bustle and culture of the port.” We will first come to Minato Mirai through an event at the Yokohama Red Brick Warehouse. Afterwards, you can visit other commercial facilities and sightseeing spots nearby. The Yokohama Red Brick Warehouse will become a hub that will enliven the entire Minato Mirai area I want to become like that. From now on, our main focus will be to continue to liven up Yokohama as a city that continues to be loved by many people. Together with neighboring facilities and stakeholders, we will continue to work with Yokohama Red Brick Warehouse to increase the vitality of the city. Koike NEW PORT will continue to grow so that it can contribute not only to your company’s events, but also as a way to utilize DX in the city. ◼︎What is NEW PORT NEW PORT is a facility-specific mobile ordering system that includes delivery, takeout, table ordering, and OMO. We can quickly and flexibly develop unique services for your facility without the need for original scratch development. ◼︎For inquiries regarding this matter and NEW PORT, please contact us below
E-mail：marketing@sky-farm.co.jp #Mobile order #Mobile order system #Reducing congestion #Improving average spend per customer #Shopping around #Purchasing at multiple stores at the same time