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Switching to the cloud from a client server platform pays off with a big drop in both the initial capital outlay and the ongoing operating costs for the property management and other systems.

pects of a franchisee’s business, from guest check-ins and housekeeping services to billing and finances. Over time new features have been rolled into the software platform making it more robust and useful for hotel owners—it’s currently distributed in eight countries and available in four languages. And while plenty of cloud-based PMS packages are now available from third-party vendors like Micros, Maestro, and RoomKey, Choice’s internal solution has garnered its fair share of attention. “We had been getting knocks on the door from IT vendors at other hotel companies and individual Choice franchisees that own other brands, saying they were interested in our product,” says Pacious, “So we set up a new division so we could take a look at other opportunities we could develop.” This led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system. Pages: 1 2 3 4 2013-06-18 Sean Downey !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); (function() { var po = document.createElement('script'); po.type = 'text/javascript'; po.async = true; po.src = 'https://apis.google.com/js/plusone.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(po, s); })(); (function() { var li = document.createElement('script'); li.type = 'text/javascript'; li.async = true; li.src = ('https:' == document.location.protocol ? 'https:' : 'http:') + '//platform.stumbleupon.com/1/widgets.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(li, s); })(); inShare0 Related Articles attachment-3

his led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system. Pages: 1 2 3 4 2013-06-18 Sean Downey !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); (function() { var po = document.createElement('script'); po.type = 'text/javascript'; po.async = true; po.src = 'https://apis.google.com/js/plusone.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(po, s); })(); (function() { var li = document.createElement('script'); li.type = 'text/javascript'; li.async = true; li.src = ('https:' == document.location.protocol ? 'https:' : 'http:') + '//platform.stumbleupon.com/1/widgets.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(li, s); })(); inShare0 Related Articles Hotel Market Insight: Cleveland a

This led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system.

the real strength of this platform is the way it handles and streamlines the industry supply chain.

Talks are on with hotel aggregators for providing curated procurement portal to cater to their specific needs.

helping them define and scale product, harvest technologies and streamline operations.

improving demand prediction for suppliers and simplifying the process of product discovery and supply chain management.”

Avinash Garg – a hospitality management veteran who brings with him over 35 years of experience in the Hospitality Industry.

Amit is very positive about the future of hospitality industry and shift to e-procurement.

the companies that have adopted the e-commerce route saw a 51% increase in their revenues and a 49% increase in profits.

Hotels that participated in the white paper cited reasons why they do not currently offer ancillary services. Many talked about resources, including a lack of technology to streamline ancillary offerings for both on-site and off-site trip extras. With many hotels having their staff and management doing multiple jobs, hotel management is reluctant to add another task to management’s plate. This highlights the need for digital ancillary technology to address these valid concerns and reduce such effort while simultaneously scaling the operation.

managers are focused on perfecting the on-site process, instead of branching out and offering new services to differentiate their brand from their competitors.

business travelers are receptive to offers that will make booking their trip easier.

ancillaries that increase productivity provide value.

Trip extras that increase productivity include wifi access, early check-in/ late check out to continue working between meetings and travel. More than 70% of business traveler respondents indicated they are interested in purchasing more than core hotel products such as on-site dining, retail sundries and transportation options

Business travelers surveyed were most interested in purchasing off property local dining (36%), access to fitness/wellness activities (32%), and tickets to live shows/ events (31%), while in destination or on the day of service.

An ancillary strategy that is managed and implemented, with constant communication at the individual properties, can offer a consistent guest experience across the brand. Off-site ancillary offerings are opportunities for hotels to access more wallet-share for the business traveler’s trip. Offering car rentals, or restaurant reservations through strategic partnerships and additional loyalty points add revenue streams to the hotel, boosting profits without increasing ADR.

1. Younger Demographic

2. Frequent Sharing

Ease of Use

little or no technical knowledge required.

4. Short Form Conten

5. Time Spent on Site

. Focus on Content Consumption

. Customized Design and Domain

8. Free to Use

. Popular Platform

10. Good Fit for Retail

it enables the airline to have enhanced control over how the content appears on travel agency reservation systems to make sure they’re presenting their full-service products in the best way and not encouraging customers to shop by lowest price.

Air Canada

began using NDC Exchange, a platform that does the work on Air Canada’s behalf to transform data from its web services into a way that’s readable by sellers using any of the different versions of New Distribution Capability.

NDC Exchange was created by airfare filing clearinghouse ATPCO

and SITA,

the airline industry has heavy control of both organizations, which may help keep costs below what they would probably have to pay third-party distribution giants to do the same work.

The platform could become more valuable if it effectively enabled the cross-selling of ancillary services between airlines.

If the vision is mostly fulfilled, the NDC Exchange could take on a life of its own. It could become more than a mere data transformation tool that acts as an integration layer during a presumably temporary spike in updates to the New Distribution Capability standard.

“There is a nominal cost to use it for airlines and a nominal cost to use it for the sellers, but if the costs stay low and the system has low latency, then the value would be worthwhile,”

Wallis said, “My wish would be to put all of my partners in the NDC Exchange, though it would take more than a year to get there.

For this platform, SITA is taking on the role of providing the IT networking for messaging and data services to power the exchange, while ATPCO transforms the data.

The NDC Exchange runs on SITA’s cloud-based infrastructure and airlines use its 24/7 call-center support to handle any troubleshooting.

Amadeus’s Elena Avila, executive vice president, head of Americas, airlines, said, “Air Canada is a long-term partner that we’re thrilled to be working with both on the IT and the distribution side.

Amadeus Anytime Merchandising will equip Air Canada to address evolving industry initiatives, such as NDC.”

Sabre announced “a commitment to advance at an industry level” new technological and business practice methods with American Airlines and several key players in corporate travel

A Sabre spokesperson said in an interview, “Efforts like the one you highlighted [by ATPCO] are often focused only on offer creation, whereas Beyond NDC is focused on developing end-to-end solutions that let airlines retail, distribute and fulfill across the entire traveler journey.

Amadeus announced an NDC-X program that’s working with Qantas and American Airlines and with travel sellers like Flight Centre, Travix, American Express Global Business Travel, Carlson Wagonlit Travel, and BCD Travel.

The traditional masters of this task — Amadeus, Sabre, and Travelport — could choose to plug into it. But they might have to accept commercial terms that would be less lucrative than past arrangements.

Verteil Technologies, an Indian IT provider, will use the NDC Exchange to aggregate the New Distribution Capability content and then enable Indian travel agencies to issue standalone New Distribution Capability tickets.

Australia- and New Zealand-based corporate travel technology company Serko is plugging into NDC Exchange.

Other vendors launching on NDC Exchange include Airlines Reporting Corp., Innfinity and Atriis.

The Maestro PMS is database independent (ODBC Compliant) and may be deployed via Windows, UNIX, Linux, Terminal Services, hosted, and Web platforms.

inexpensive and multifaceted marketing tactic

77 percent of North American customers ages 18 to 34 want or expect mobile ordering at fast-food restaurants

79 percent of consumers agreed that restaurant technology improves their guest experience

adding ordering features onto its relatively new mobile app

experimenting with delivery

self-service kiosk ordering, digital smart menu boards, custom-order options and even table service

the company is banking on big tech changes

it allows McDonald’s to get its products out there and its tech message across without shelling out big marketing bucks that could be better spent on ramping up its other tech offerings and initiatives

easy to summon service in “non-F&B” areas

The card data is processed only by the payment gateway to/from the acquiring bank and only the final transaction approval code is passed to the POS, without the card data

The hotel F&B space continues to show growth, with overall consumer spending increasing 4.9 percent in 2017 and showing a robust 5.5-percent annual growth since 2011

associated mobile apps have the potential to increase top-line [food-and-beverage] sales in hotels by 5 [percent] to 10 percent without significant costs

hotel food-and-beverage revenue per occupied room increased 1.6 percent during 2017. F&B RevPOR reached $105.56, up from $103.93 in 2016, according to STR.

POS vendors have moved away from storing card data on their application and network. Many vendors no longer pass through or process any card data on their POS systems. Rather, they link and integrate to certified payment gateways. Payment devices are encrypted and secured, and client card data is always encrypted and totally separated from the POS terminal.

Technology is allowing for an extreme and pronounced change in point-of-sale systems

Mobile POS provides several benefits for hotels and guests alike. With mobile POS, the speed of service is dramatically increased because the staff can bring mobile ordering directly to guests, anywhere on property

“Hotels can spend millions of dollars on a remodel but if they don’t have the right point of experience, it can still result in a one- or two-star rating,” he said.

Mobile is now

Hinojosa said

with

they are the face of the property

u recognize them and are honored they are here with you again.”

“Whenever a guest is seated in the lobby and wants a take-away coffee, they can order one and not only when a staff member notices the guest in a restaurant,

While there is interest in the potential of AI and chatbots for roomservice and self-service ordering, these are not yet ready for a widespread rollout at this time, Wisell said.  

“Data scientists can be used in the back of the house on the kitchen side, too—optimizing the production line,” he said. “Looking at the analytics behind the performance will reduce the wait times in the front of the house.”

hotels don’t want to cross the line into creepy.

restrict guests from using the iPad’s camera to prevent guests from seeing previously uploaded content by former guests

native web browser was removed to prevent guests from viewing previous web activity

Nevertheless, these well-accepted attributes of HR have been challenged in the past few years, as several indicators reflect fundamental changes within the HR function,

although little has changed in this function over the past decades, there are growing expectations that HR will improve corporate competitive advantages by adding real measurable value to the organization.

The apparent difficulties in upgrading HR to a strategic position in organizations result in missed opportunities especially in hospitality and tourism, where the human capital has substantive potential to improve the competitive advantage of enterprises, particularly due to the growing competitiveness of the industry, as well as the centrality of the human element in the delivery of hospitality products and services

The second change in contemporary HR which, interestingly, is closely related to the previous one, is the growing trend of incorporating advanced information technology (IT) in HR practices.

There is extensive evidence to the growing transfer of HR functions to digital formats, as can be seen in the growing popularity of human resource information systems (HRIS) among organizations. HRIS is currently perceived as one of the important factors influencing the role of the HR function, as well as the workplace as a whole. Although in many aspects, technology remains under-utilized in HR functions (Jones and Hoell, 2005), recently its effects have begun to be evident in many organizational aspects,

Furthermore, it is widely argued that the adoption of HRIS is likely to promote HR to the awaited position of strategic partner in the organization. The main reason for this is that by using HRIS, HR professionals can improve their performance by gaining better knowledge of the organization and its employees, thus facilitate participation in strategic planning and implementation. In addition, by improving the efficiency and effectiveness of the HR day-to-day administrative tasks, HRIS allows the HR staff to dedicate more time to strategic decision making and planning, which consequently provides more value to the organization to enhance its position within it

modern HRIS make optimal use of internet and web capabilities for performing their tasks

successful HRIS support the planning and implementation of managerial key processes in the organization, such as executive decision making, technology selection, interdepartmental integration, and organizational reporting structures.

Intranet-based employee self-service (ESS) provides employees direct access, mainly through a web browser but also through a centralized kiosk, to personal HR-related information. Thus, the employees can individually handle transactions that used to be carried out by HR personnel,

Both MSS and ESS create a trend of delegation of responsibilities and activities that were once considered to be the domain of HR professionals and administrative personnel, directly to employees and managers

HRIS was seen mostly as a special form of office automation systems, the emphasis being on reducing costs and staff while making the standard HR tasks more efficient

In addition, in today's workplace the HR tasks have become more complex, along with organizational trends such as globalization, consolidations, strategic partnerships, and greater than ever governmental and regulatory reporting requirements for employees.

Therefore, from the administrative perspective, by providing powerful computing capabilities, HRIS are changing and improving procedures and processes that were carried out less efficiently before,

the automation of routine transactions provides HR professionals with time to perform strategic functions related to the human capital

HRIS allow the firm to be proactive in HR planning, by giving managers a constant flow of employee information

since HRIS can significantly improve the way employees and managers communicate with each other through various communication channels, this improves the flow of information and expertise throughout the organization, thereby enhancing the firms' strategic capabilities

Another prominent perceived characteristic of the HR function has been its reliance on relatively low-tech methods in implementing its tasks

Although HRIS can provide both administrative and strategic advantages, it should be noted from the onset that they are usually expensive systems to purchase and implement. Designing and implementing customized HRIS, adapted to the specific needs of the organization, will significantly enhance its functionality, but will result in increased software and hardware costs, as well as time-to-deployment

the initial costs of developing such HRIS are high,

In order to reduce the costs of HRIS, an organization can purchase off-the-shelf applications composed of HR database programs, aimed at meeting the general needs of HR functions

These findings point to the vital need of the HR function to provide evidence of the effectiveness of HRIS, for the purpose of attaining the executive management support for the change.

for a successful implementation of HRIS, it is no less important to obtain the support of managers and employees in the organization. Although modern HRIS offer clear advantages to managers, through the use of MSS, for better management of their staff, the implementation of such systems is likely to be followed by a certain level of resentment on the part of the managers. Since MSS transfer the responsibility of performing employee HR-related transactions from the HR staff to the direct managers, many of them are frustrated since they feel that additional administrative tasks are being imposed on them

Another relatively common problem, concerning both the implementation and the flowing management of HRIS, is the question of who is in charge of the system. Since the successful development of HRIS requires the input of both the IT and the HR departments, it is not uncommon for disputes over areas of responsibility to break out between these departments.

Other territorial conflicts around HRIS may arise when departments feel that the system expropriates some of its authorities; for example, the payroll department might resist HRIS that combines payroll functions. A possible solution to such a problem can be the establishment of cross-functional teams that run HRIS projects

the implementation of HRIS raises both ethical and legal issues that need to be addressed by the organization. First, the use of relational database technology provides access to more detailed employee information than ever before.

Second, HRIS usually contain private information on the employees, while the access to this information is often allowed to employees outside HR, as well. As a result, some employees feel that their private lives are not protected adequately.

The hospitality industry is characterized by a higher turnover rate than other sectors of the economy

Traditionally, HR in organizations has utilized low-tech methods in recruitment.

Internet recruiting benefits both the organization and the job seeker's perspectives (Pearce and Tuten, 2001; Singh and Finn, 2003). The benefits to the recruiters include: Cost savings, as it is significantly cheaper to advertise on the internet than in a newspaper. Compared to the use of professional search firms (also known as headhunters) the amounts saved are even higher. Recruiters generally receive more applications, which results in a greater pool of candidates from which to choose. Recruiters may receive applications faster, often even on the same day a position is announced. Improved ability to target a specific audience, thereby decreasing future turnover. Time saving, as more unqualified or unfit applicants can be eliminated, through online contact, in the initial phases of the recruitment process.

On the other hand, internet recruitment is not without limitations.

Once the recruitment process has ensured a large pool of applicants to choose from, the next phase is to select the most suitable candidates.

Traditionally, these selection methods involve the visit of the candidate to the organization or, to a lesser degree, to an assessment center, for interviewing, pen-and-paper testing, or situational testing, including group dynamics.

The use of advanced technology allows the selection process to complete the widespread online recruitment methods.

Nevertheless, the main impact of technology in selection procedures is in relation to employee interviewing and testing.

Anderson (2003) broadly described the prominent technology-based selection procedures, along with an assessment of their acceptance and effectiveness.

Adequate training is essential in providing quality services, yet traditionally hospitality organizations have not invested adequate resources in training their employees (Conrade et al., 1994). Most of the knowledge and skills of hospitality employees is transferred through on-the-job training,

However, as noted by Collins (2004), delivery of organized and structured training programs in the hospitality industry is a constant challenge, mainly because of the size and geographical dispersion of the workforce, as well as the extensive resources – financial, work, and time – needed to establish in-house training programs.

Although technology-based training methods have been available for a long time, the hospitality industry has usually lagged behind other sectors in adopting them.

Web-based training (WBT) can deliver courses nationwide or worldwide at all time zones to any connected computer, and is easy to update and monitor.

Effective performance evaluation plays a critical role in the successful implementation of organizational strategy and in gaining a competitive advantage. Therefore, in addition to important HR decisions that greatly rely on performance evaluation, such as promotions, outplacements, dismissals, many organizations link performance to compensations and rewards. As noted by Bowley and Link (2005), a performance-based compensation plan, often known as “pay-per-performance,” should reflect the organization's goals.

the traditional methods, based on a disconnected blend of discrete applications, spreadsheet programs and paper-based systems, to communicate goals, track employee performance and manage compensation, are insufficient in the contemporary challenges of linking performance evaluation to organizational strategy (Bowley and Link, 2005). Yet, although sophisticated HRIS were developed to meet these contemporary challenges, Ensher et al. (2002) found little effect of HRIS on the process of performance management among HR executives, who still rely on paper-and-pencil administration and hard copy documentation of employee evaluation.

Nevertheless, CPM has drawbacks that are highly relevant to a service industry such as the hospitality industry (Miller, 2003). The main concern that CPM raises is that reliance only on quantitative criteria is likely to lead to the neglect of more qualitative aspects of performance.

Consequently, an effective CPM must be followed by the establishment of an employee development plan, designed in collaboration with his/her supervisor. The second application of technology in appraisal management is online evaluation and appraisal software (Miller, 2003). In contrast to the aforementioned CPM, in these cases technology facilitates delivering performance feedback, rather than generating the actual evaluation outcome.

360° feedback,

In addition, evaluation software packages can be used as stand-alone applications or as an integral part of the organization's HRIS, which offers computerized standard evaluation forms. The use of user-friendly software in evaluating employees allows managers to focus more on the contents of the evaluation, rather than on the forms.

Therefore, the use of computer software programs allows better coping with these challenges, while saving time and money.

While the organization enjoys the reduced need for complex bureaucracy, the employees enjoy better control and enhanced anonymity, as there is no need for dealing directly with HR staff on personal financial matters.

The use of HRIS has significant impact on the current affairs between the management and the employees, as well as the characteristics and the environment of the contemporary workplace. From the administrative perspective, through the HRIS the managers and the employees have access to relevant information on employee work rules, policies, and regulations on issues like privacy, illegal discrimination, and work diversity. In addition, the HRIS can assist discharged or displaced employees in finding alternative employment, by providing links to career counselors, training programs, and information, all of which are required for a successful and effective job search

technology has changed the nature of the workplace and employer-employee relations more fundamentally than just providing more accessible information.

Traditional e-commerce technology provides product/service, promotion, placement, and pricing strategic initiatives to external constituents through the use of extranet platforms merged with intranets (for instance, customer relationship management). HRIS technology provides the same initiatives through the use of intranets merged with extranet platforms (for example, recruitment). Thus, HRIS technology may be considered to represent internal e-commerce systems, which are crucial to the alignment of HR functions within strategic initiatives aimed at sustainable competitive advantages.

The evolution of HRIS platforms provides a range of tools for use by enhancing employee-employer relationships. The full service range of HRIS functions brings human capital closer to the strategic direction of the organization.

However, the technology is merely a tool that may enhance strategic alignment.

There is also evidence from the literature that a disengagement of the HR function from strategic initiatives exist in many hospitality enterprises.

It is common knowledge that the hospitality industry is labor intensive with many points of intimate service interactions of long duration. HR will produce sustainable competitive advantages for those firms that include the HR function in a united strategic direction.

The literature identifies the advantages of aligned human capital as a means to accomplishing sustainable competitive advantage for enterprises.

This month, GrandStay Hospitality will begin rolling out ZMail and the ZDirect Dynamic Content Engine to GrandStay Hotels and Crossings by GrandStay properties. The electronic communication tools will enable each property to send electronic guest confirmations, pre-arrival email promotions, post-stay satisfaction surveys and more to establish two-way communication between the hotel and its guests. Engaging guests with personalized dialog will spark onsite spending and result in increased revenues and maximum profits.

GrandStay Hospitality will use ZDirect tools to: Manage custom databases Optimize delivery rates for each message via desktop and mobile Create e-Questionnaires on the fly -- including queries for cancellations, meeting planners, and pre-stay requests -- with the ability to edit existing forms or create new ones as needed Analyze statistical reports driven by interfaces to the hotel's PMS and CRS Personalize campaigns that boost brand loyalty and bottom line revenues Build opt-in subscribers Use purchasing habits and shopping preferences to attract the best customers Modify existing campaigns for last-minute promotions Establish a mobile web portal that is fully integrated with the hotel's PMS Leverage text and SMS to increase customer interaction and communication

Trends tell us that a personalized experience isn’t enough anymore; guests today want a hyper-personalized guest experience. In order to provide one, hotels are going to have to think of new and innovative ways to collect data and then quickly and seamlessly use it to meet and exceed expectations. For example, Virgin Hotel Chicago adjusted its rewards program to be less of a rewards program and more of a preference program. In the program, appropriately called “The Know,” guests put in information about themselves in exchange for things like coupons to dine at the hotel’s restaurant. It gives them the chance to give dietary preferences, select what types of liquor they’d like in their mini bar, and what kind of cocktail they’d like waiting for them at check-in.

Smart Rooms & Self Service For The Win The “smart home” has left the bedroom and transitioned to the hotel room. Hotels of every shape and size are incorporating self-service capabilities that ‘smart’ technologies offer to meet the needs of their guests at every point of their stay.

Hotels like Hilton allow guests to check-in and set their room preferences -- from temperature to how dim or bright the lights should be -- before they arrive. By implementing self-service options, you help reduce wait times for guests trying to find information and request service.

Yotel is also embracing the digital revolution by allowing guests to check in via their airline-style kiosks. The kiosks, which are set up throughout the lobby, allow guests to avoid lines, select preferences, and set them up with their room quickly and easily. With studies showing that people estimate that they waste at least one hour a week waiting in lines, these self-service options not only alleviate waste times, but frustrations as well.

At the Godfrey Hotel in Boston, when you walk into a room, the television automatically syncs with your phone and loads your social media, Netflix, or Hulu account giving you easy access to all your favorite content. Meanwhile, in New York, the Renaissance is using its interactive digital concierge service to offer suggestions and information on restaurants and sights.

Real-time Communication Will Make Or Break You Of course, even with the introduction of new and exciting technologies that do some of the work for you, you still need to master the basics, such as communication. And today, this means real-time communication. Why, you ask? In December 2017, hotels on the Zingle platform received over 140,000 messages from guests. That’s roughly 4,500 messages a day that teams are fielding regarding everything from service needs, recommendations, complaints and general information inquiries. To handle this deluge of communication, savvy hotels leveraged 103,811 automated responses to answer some of the more common questions in a more efficient manner.

Prepare For A New Reality… That Includes Robots As time goes on, hotels are going to have to find ways to incorporate more immersive and interactive technology in order to provide better and more memorable experiences that differentiate themselves from their competitors. 2019 is poised to be a big year for virtual and augmented reality as hotels either find ways to incorporate it, or face the unhappy reality of losing guests.

From Hilton to Intercontinental, physical bots have joined their digital counterparts in entering the hospitality industry. However, hotel teams don’t need to panic about losing their jobs -- just yet. Nonetheless, they do provide real value for their ability to perform mundane, repeatable task that can free up staff to service guests elsewhere.

its content is often more relevant than most display advertising, because it's sent to those consumers who are most likely to respond at a time when they are close to the point of purchase. Se

it taps into opportunities to drive immediate consumption, which is more effective at building brand equity than attracting consumers' attention with coupons or deals before they go to the store

Business

Proximity marketing works better than traditional marketing approaches because its content can be customized down to the level of the individual consumer

trends show that consumers are increasingly picky about seeking out and downloading new apps from among the tens of thousands available

Creating content consumers want

Too many messages – even potentially relevant ones – can easily become unwanted noise. In the most innocuous cases, consumers will simply ignore or block messages; in a more serious scenario, they will resent the intrusion and ultimately turn away from the brand for good

Create timely, relevant content customized for specific consumer segments

Experien

Make it easy for consumers to act.

Link to a cross-platform experience

Technology

Use data to drive new insights

Ensure security

Enable rapid prototyping

The ultimate goal is to ensure that a multichannel campaign as a whole, not a specific message within a medium or channel, leaves a lasting impact on current and potential consumers

Large enterprises with global operational base are adopting cloud POS solutions to effectively manage their inventory based on products that attract most customers.