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Subway以触摸屏帮助其提高销售业绩
编辑:雁枫 [ 2017-6-16 11:03:18 ] 文章来源:数字标牌网
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Subway的销售额已经三年低迷,这是公司历史上最糟糕的一个原因,就是他们的餐厅技术水平不高。 

为了解决这个销售下滑的问题,Subway在其商店推出了自助触摸屏信息亭,并推出了类似于2014年中期Panera Bread推出的移动应用程序。它还计划安装数字标牌,并在某些地方提供免费的Wi-Fi

Subway的首席信息和数字官员Carman Wenkoff告诉彭博社,这真是一个愿景和战略,我们想如何发展。” “客户要求更完整的体验。

Subway的困境也不完全是客户端的。该公司面临来自其他快餐行业的激烈竞争,几乎普遍转向更健康的食物选择(肉类怪物,即卡尔的小牛背肋骨,尽管如此),这是Subway过去主导的市场利基。更重要的是,许多快餐连锁店同样为客户提供技术服务,包括许多相同的东西,Subway是:免费的Wi-Fi数字标牌,手机应用程序 - 麦当劳现在甚至会将您的订单交给您的门。

无论是什么原因,Subway在去年的美国销量下降了1.7%,是连续第三年下滑。因此,公司已经宣布将关闭数百个地点。而据IBISWorld研究公司表示,2017年看起来更是一样。

Subway hopes touchscreens will bust up its sales slump.

It couldn't be that their bread used to contain the same chemicals as yoga mats. It certainly isn't the fact that their high-profile spokesman of 15 years is now serving 15 more in federal prison on charges of sex with minors and child pornography. No, no, no. Obviously the reason that Subway's sales have been in a three-year slump, one of the worst in company history, is that their restaurants aren't sufficiently high tech.

To solve this perceived issue, Subway is introducing self-service touchscreen kiosks in its stores and rolling out a mobile app similar to what Panera Bread debuted in mid-2014. It also plans to install digital menu boards and offer free wi-fi at some locations.

"It's really a vision and strategy in how we want to evolve," Carman Wenkoff, Subway's chief information and digital officer, told Bloomberg. "Customers are demanding a more complete experience."

Subway's woes aren't entirely customer-side, either. The company is facing stiff competition from the rest of the fast food industry which is nearly universally moving towards healthier food options (the meat monstrosity that is the Carl's Jr Baby Back Rib Burger notwithstanding), a market niche that Subway used to dominate. What's more, many fast food chains are similarly upgrading their technology offerings for customers including many of the same things Subway is: free wi-fi, digital signage, mobile apps -- McDonald's will now even deliver your order to your door.

Whatever the cause, Subway saw a 1.7 percent drop in its US sales last year, the third straight year they've done so. As a result the company has already announced that it will be closing hundreds of locations. And, according to research firm IBISWorld, 2017 looks to be more of the same.


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