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McDonald’s is jumping into the app world, but with multiple motives?

(TECH NEWS) McDonald’s is following suit and will begin implementing different tech strategies to increase business but are there ulterior motives?

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McDonald's app

McDonald’s app

Customer loyalty programs are hardly anything novel, and many rely on information you willingly share to mine data about your browsing and shopping habits to then refine your customer experience. What is new, then?

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McDonald’s is jumping into the fray.

Self-serve

According to reporting by Samantha Bomkamp at the Chicago Tribune, a nationwide mobile ordering system will be in place by the end of the year at the fast-food giant which aims to customize your dining experience based on your choices. Faced with a continued pattern of declining customer traffic, this represents a large investment of both time and attention towards becoming competitive in digital innovation.

The plan is for McDonald’s to use the information to create a custom experience for diners, with the app providing personalized suggestions and coupons based on your previous ordering history.

They’ve had a smartphone app for the past few years, but there’s been no personalization involved, nor has it provided what they’ve been testing in international markets for some time: the ability to both order and pay through the app.

Not just for giggles

The ability to both order and pay through the app isn’t just a nicety. Their research has found that per customer sales have risen by an average of 35 percent in Japan.

Silvia Lagnado, McDonald’s Global Chief Marketing Officer, stated to the Chicago Tribune that customers return more frequently based on the ease of ordering through the app, and when customers take the app’s recommendations on adding other items to their order, those items are saved and then suggested to the customer on their next visit, driving spending higher.

In Singapore, a recently completed trial had McDonald’s using the app to use Google ads in places with lighter customer traffic, in an attempt to drive both in store sales and delivery orders.

Mostly unchartered waters

David Pierpont, an executive vice president at marketing firm Ansira, speaking to the Chicago Tribune, said that the ability to quickly and appropriately use data to improve the customer experience is largely unexplored territory with huge benefits.

“Consumers are willing to share data if the benefits are right,” he said. “I think you’re going to see more and more. [Millenials] say they don’t want to give everything away, but they’re on Facebook, they’re on Google…”

Measuring the difference

To track the impact of their digital efforts, McDonald’s is working with a new ad agency, We Are Unlimited, a spinoff of Omnicom, which recently won all of the national advertising business for the fast-food giant.

As a part of that work, they’re partnering with Facebook to track the effectiveness of their ad spend.

They can do that by taking Facebook’s location-tracking information and translating that to time it takes from when a customer sees a McDonald’s ad on Facebook and then walks into a restaurant. With approximately 90 percent of Facebook users utilizing location tracking services, this allows McDonald’s to have a relatively wide swath of data on the buying habits of potential customers.

Not without faults

Sometimes those buying habits are counter-intuitive. As we reported before, Starbucks had fantastic response to the unveiling of its app, which also allowed customers to place and pay for orders before ever entering the stores.

That convenience, however, also led to a reduction in impulse purchases, and thus revenue, leaving the coffee giant scratching its collective head.

When it comes to the bottom line, how much innovation and convenience can one reasonably afford?

Two birds, one stone

Some have posited that McDonald’s is really attempting to solve two problems at once with the roll out of the app: increasing store traffic and revenue and potentially using that data to decrease expenditures, such as labor costs. While McDonald’s is not publicly focusing on other avenues of use for granular data centered around customer purchasing habits, it does stand to reason that data analysis might also highlight menu items that are less popular, and can therefore be eliminated, or identify times that fewer staff simply aren’t needed, no matter the offers made, this eliminating jobs or hours worked for employees.

Brian Nienhaus, CEO of We Are Unlimited, is placing the agency’s focus squarely on improving customer experience for the present, however.

“What does the modern customer want?”, said Nienhaus, speaking to the Chicago Tribune. “They want to use technology to enable their convenience. They want to be able to pay with it. All those things that are going on, I think we’re just tapping into them.”

#McDonaldsApp

Roger is a Staff Writer at The American Genius and holds two Master's degrees, one in Education Leadership and another in Leadership Studies. In his spare time away from researching leadership retention and communication styles, he loves to watch baseball, especially the Red Sox!

Tech News

Jenzy helps perfectly measure your kids’ feet

(TECH NEWS) Jenzy is a mobile app currently in beta that helps you perfectly measure your kids feet and buy shoes without having to leave your home.

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Parents rejoice, there’s now a mobile app that sizes your child’s feet to determine their correct shoe size. No more carpet charts that every kid has put their dirty little socked foot on, or those weird metal sizing instruments.

With Jenzy, you just take a picture of your child’s foot, and the app calculates the measurements. It then generates personalized size and style recommendations, which you can order directly from the app.

Jenzy partners with podiatrist recommended brands designed for active kids, including pediped, Robeez, and Morgan & Milo. However, you don’t have to purchase their suggestions to receive the sizing info.

Incorrectly sized shoes are a literal pain for everyone, but this especially affects children, who don’t have purchasing power.

Additionally, shoes that don’t fit can have long-term effects on children’s growth and development, and lead to foot problems in the future. Properly fitted shoes are necessary for healthy foot development.

Wearing incorrectly sized shoes is just part of the problem. If shoes aren’t suited for every day use, children’s feet and overall growth can also suffer.

Flip flops, ballet pumps, and shoes with raised heels are not recommended by podiatrists for frequent use, as they can cause discomfort, or even musculoskeletal issues.

According to Dr. Stewart Morrison, a University of Brighton podiatrist, “children’s feet are still growing and are more susceptible to damage than adult feet, so it’s really vital to ensure they are wearing shoes which fit them well – in width as well as length – and that are suitable for age, as well as the task they are wearing them for.”

As online shopping has taken over, fewer parents are getting their children’s feet sized by in-store experts. Of course, there’s also a cost-barrier, as many stores that offer shoe-sizing are often more expensive.

Jenzy hopes to bridge that gap, providing parents both proper shoe sizes and affordable products designed to last.

Right now the app is set to launch in December, but if you don’t want to wait, apply to take part in the beta test on Jenzy’s site.

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Tech News

Time is money and Clockify helps you make the most

(TECH NEWS) Tracking your time worked as a freelancer can easily be lost in the shuffle. A new tool has been designed to make this important aspect easier.

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After years of searching for a method that works for me in terms of organization and productivity, the answer seemed to be simple: a calendar I can write on and Post-It notes. This method is a little old school, but seems to get the job done for my organizational needs.

However, there are some things that slip through the cracks with this method, but it’s more user error than it is the actual practice. One thing I struggle with is keeping track of my freelance hours this way.

I have a tendency to guesstimate how much time I worked throughout the day and know that I wind up underdocumenting my hours. I would hate to know how much money I’ve missed out on keeping (sometimes inaccurate) handwritten notes.

But, like many other small scale issues, there is a simple solution. And that is found in the form of time trackers.

One of the newest members to join the online time tracker team is Clockify, who operates under the idea of “your time, your rules.” It is a free time tracking tool designed for agencies and freelancers.

Clockify allows users to manage as many team members, projects, and workspaces that you need in an effort to help your business run smoothly. This allows for a complete overview of team productivity.

The tool offers a way to enter time manually as well as clock time automatically. This way you can keep tabs on what you’re working on and assign and label time logs to the appropriate clients.

With this time tracking, you are able to generate weekly, monthly, and annual reports at any given time. These reports can be saved, exported, and shared with clients to give them more information about your work process.

The real-time tracking helps to improve business efficiency and gives more insight into what each team member is spending their time on. Having this information available can give visual representation of how to improve in the future.

Clockify currently exists in desktop format with iOS and Android apps coming soon.

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Tech News

Russia vetoed cryptocurrency and came back with CryptoRuble

(TECH NEWS) Russia put a hard pass on other cryptocurrencies in their country so that they could hop in the crypto-game with their own CryptoRuble.

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Just days after The American Genius reported that the Russian Central Bank would attempt to block access to cryptocurrency trading cites, the Coin Telegraph has reported that the Russian government will issue its very own cryptocurrency, the CryptoRuble.

The report cited local Russian papers, who quoted the minister of communications, Nikolay Nikiforov.

Earlier this week, head of the Central Bank, Sergei Shvetsov, said that he would work with the Prosecutor General’s Office to ban Russian citizens from accessing cryptocurrencies like Bitcoin, calling such currencies a “negative phenomena for our markets” and a “pyramid scheme.”

Now it appears that the Kremlin will create its own cryptocurrency – one it can keep an eye on — which, some might argue, defeats the entire purpose of cryptocurrency.

However, like other cryptocurrencies the CryptoRuble will be based on blockchain and will presumably help prevent online fraud.

CryptoRubles will be exchangeable with regular Rubles, although the systems of exchange have not yet been set up. Experts think that Russia is hoping to stimulate e-commerce without the need for foreign money markets, which will allow them to have more independence from the United States.

According to Nikiforov, the Russian government is setting up its own cryptocurrency under the assumption that if they don’t, other European governments will.

Said NIkiforov, “I confidently declare that we run CryptoRuble for one simple reason: if we do not, then after two months our neighbors in the EurAsEC will.”

Traders using CryptoRubles will be asked to provide documentation of retail transactions and services rendered – or pay a 13 percent tax for undocumented transactions, leaving a wide loophole for money laundering.

Critics say that Russia is trying to facilitate, while also profiting from money laundering; that the Kremlin is stealing the market from other cryptocurrencies; and that the CryptoRuble fundamentally defies the spirit of decentralization that inspired other cryptocurrencies.

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