Brand building via smart dispensing
Most of us know that one small, unassuming coffee shop or breakfast place where people line up in the morning – a place that locals swear by. This is the power of brand equity, built over time with consistent quality and personalised service.
Closely related to brand loyalty, brand equity encompasses how a customer is connected to a brand, based on both tangible and intangible perceptions and experiences. Building this brand equity is, however, much more complex for bigger businesses run across locations by a multitude of employees. And this is where technology is a game changer in providing a consistent and elevated customer experience, a key aspect of building brand loyalty.
Catering to customisation
Consumers want personalised experiences and beverages tailored to their exact taste. As mass customisation becomes the norm, the right technology is the differentiator. Take Starbucks where customised cold beverages now make up such a big portion of the chain’s total beverage sales that it has designed a new dispensing system to meet this demand effectively.
Popular beverage brands have been offering a wide range of personalised beverages, with their smart dispensing machines, for more than a decade now. With different flavourings, beverage bases, and sweetener options in closed-loop packaging, made-to-order is the order of the day and a crucial differentiator for customers.
Keeping it quick and consistent
Speed and consistent quality are two sides of the same coin. And it is vital to not sacrifice one for the other. Most customers have favourite beverages, which should ideally have the same taste no matter where and when it is ordered. And it should preferably be made in the same time frame too. After all, there is a reason that speed of service is a key metrics in foodservice.
Smart dispensing systems ensure accurate and precise measurements every time resulting in consistent beverage quality. And with quick-connect, closed-loop bag-in-box packaging systems that are easy to load, service can continue to be speedy even during rush hour. Consistency in product quality and service reinforces a brand’s reputation.
Growing with data
Smart dispensing machines, equipped with IoT capabilities, can provide a better view of multiple aspects, including product preferences, customisation data, success of promotions, and more. The collected data can help brands gain insights into customers preferences, usage patterns, and operational challenges, enabling them to enhance brand value through agile product development and targeted strategies.
Staying on top
Delivering on brand promise and building brand loyalty requires a multi-level approach. Offering a balance of cost sensitivity, product value, reliability, and efficiency coupled with digital capabilities – smart dispensing technology can play a vital role in increasing customer satisfaction and loyalty.
In the next and final part of the series, we will recap the different ways in which smart dispensing is elevating foodservice for both businesses and customers, and the possibilities with emerging dispensing technologies. Subscribe to our exclusive bi-weekly newsletter to get the story in your inbox and look out for our new series where we will delve into the value of a traceable supply chain.
- June 15, 2023