{"id":22527,"date":"2021-10-28T14:50:33","date_gmt":"2021-10-28T14:50:33","guid":{"rendered":"http:\/\/5_ways_to_drive_sales_with_better_visual_media"},"modified":"2022-03-28T17:13:40","modified_gmt":"2022-03-28T17:13:40","slug":"5_ways_to_drive_sales_with_better_visual_media","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/5_ways_to_drive_sales_with_better_visual_media","title":{"rendered":"5 Ways to Drive Sales With Better Visual Media"},"content":{"rendered":"

Since the restaurant industry hinges on human connection, the quick-service restaurants (QSRs) and fast casual eateries that came out ahead during the COVID-19 pandemic-induced lockdowns were the ones that built integrated and immersive interactions with video and other technologies for delivery in store, at the drive-through, and online. At the virtual event on Marketing Innovation hosted by Brand Innovators<\/a> on September 28, Scott Schnaars<\/a>, vice president of sales, Americas, at Cloudinary moderated a \u201cfireside chat\u201d with Casey Terrell<\/a>, senior director of marketing at Focus Brands and acting CMO at Schlotzsky\u2019s, a franchise chain with over 330 locations.<\/p>\n

Previously head of global on-trade marketing and digital transformation at Anheuser-Busch InBev, Terrell addressed digital transformation and visual media vis-a-vis the food-and-beverage and QSR sectors with a focus on the challenges and opportunities. Below is a recap of his insights.<\/p>\n

1. Digital transformation means different things to different companies<\/h5>\n

The definition of digital transformation depends on where brands are in their digital journey. On one end of the spectrum are companies like Starbucks and Domino\u2019s, which have transitioned into technology enterprises. On the other are those that are still building their digital footprint. Terrell emphasized that, even though a smooth, integrated digital experience is paramount for boosting sales, what ultimately counts is delivering what\u2019s best for the guest.<\/p>\n

Of equal weight is agility that caters to long-term business goals. From advancements in personalization to new technologies, Apple\u2019s privacy changes, and Google\u2019s discontinuance of third-party cookies\u2013the digital space is constantly changing, and brands must be ready to adapt to the shifts. During the pandemic, Focus Brands, which includes Schlotzsky\u2019s, Carvel, Cinnabon, Moe\u2019s Southwest Grill, McAlister\u2019s Deli, Auntie Anne\u2019s,<\/strong> and Jamba brands<\/strong>, launched e-commerce and loyalty programs. For all that most sales are still occurring in store and at drive-throughs, online transactions generate data based on which companies can better understand guests\u2019 evolving behaviors and preferences and strategize for the future.<\/p>\n

2. The key decision is to determine whether to build or buy<\/h5>\n

A major decision many brands must make is whether to build a digital presence in house or through a vendor. Notwithstanding the expertise of Focus Brands\u2019 talented software engineers, sometimes it makes more sense to partner with a third party rather than reinvent the wheel. Schlotzsky\u2019s practice is to design and develop the front end internally because that\u2019s front and center to consumers, and to outsource the back end to vendors.<\/p>\n

Proficient vendors would consider customer feedback while creating and implementing product roadmaps.<\/p>\n

3. Visual media move menu items<\/h5>\n

Schlotzsky\u2019s leverages video and a digital menu board for in-store customers. That\u2019s based on the proven theory that a still image or, better yet, a video of a product moves exponentially faster than items that rely solely on a menu description.<\/p>\n

\u201cAt least with food and bev, video sells,\u201d Terrell said.<\/p>\n

When creating digital experiences, Schlotzky\u2019s considers design trends. \u201cLook no further than your mobile phone for inspiration because the design of mobile-app icons often spells the industry\u2019s best practices,\u201d said Terrell, adding that, in general, sharp edges and details galore are vanishing and that layouts are trending simpler.<\/p>\n

Nonetheless, the food is the hero. Schlotzsky\u2019s ensures that its product stands out\u2014more so than the copy.<\/p>\n

4. Data is king for fast casual innovators<\/h5>\n

Companies should refine audience perceptions and brand strategies according to data. Doubtless, marketers\u2019 jobs are increasingly data focused and numbers driven. To enhance almost all aspects of their business, companies, including restaurants, must hold direct conversations with customers and solicit their feedback.<\/p>\n

To that end, Focus Brands has instituted loyalty programs to securely collect first-party data as a basis for creating personalized and valuable experiences for consumers.<\/p>\n

5. AR\u2019s role in the guest experience is TBD<\/h5>\n

Augmented reality (AR) is an exciting opportunity for organizations across verticals. Focus Brands is experimenting with AR on social networks and contemplating the use of virtual reality (VR) or AR to educate franchise owners and prospects.<\/p>\n

With respect to customer experience, however, the role of AR is more uncertain. After all, no matter that a captivating experience makes sense for, say, the Harry Potter store in New York City, how can AR or VR spiff up dining?<\/p>\n

\n

Thanks to the participants of the fireside chat and to Brand Innovators, Scott Schnaars, and Casey Terrell for the informative and thought-provoking session.<\/p>\n

Regardless of where brands are in the digital-transformation process, video is playing an increasingly important role in engaging customers and growing sales, both online and offline. As a management platform for digital assets, Cloudinary helps steer you forward in the process. Do drop us a line<\/a> to schedule a chat.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":41,"featured_media":22528,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[1],"tags":[165,227,303,311],"class_list":["post-22527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-image-transformation","tag-performance-optimization","tag-video","tag-video-transcoding"],"acf":[],"yoast_head":"\n5 Ways to Drive Sales With Better Visual Media<\/title>\n<meta name=\"description\" content=\"What we learned from moderating a panel with the fast-casual restaurant chain Schlotzsky's about digital transformation and the future of media for Food & Bev.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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