Today I am Kate Middleton. And after a few jabs of my finger, I have three people running around after me making my breakfast—and I couldn't be happier. I'm not at the Palace or one of the Royal country retreats, but in a Tossed store downstairs from the office. It's been the third time in a row I've been there and all because they identified and solved their biggest problem—ordering my food.
For those who haven't been to a Tossed before, it's a place that sells healthy food that isn’t boring. Or so that brand tells you. But the way you buy the food is a little more complicated. Let me explain.
- To start, you join a (usually large) queue.
- You can then order from a board full of options featuring all kinds of ways to choose individual ingredients and 'personalize your meal.'
- Once you have placed your order, they give you a celebrity name—so they can shout out your order. And this actually gives you a fun opportunity to share something on social media—even if it is a picture of a receipt.
- You then queue up again (in another queue) while you await your celebrity given name to be shouted. Which can be pretty embarrassing (‘JUSTIN BIEBER!’) or rather flattering (‘Here’s your wrap, Mr. Clooney.’)
What I love about the experience now is that technology has transformed it into something that helps me get what I want quicker, while removing any pressure or feeling of being in fairly confusing queues. It’ll keep me going back way more than a stamped card to get a free coffee. Where most brands use technology to bring some theatre to the in-store experience, Tossed used it to a much greater effect as an integral part of the ordering system—taking the familiarity and ease of buying online directly into the store. Not only does it help efficiency, but it also says a lot about the brand and how it embraces technology to offer you a true benefit. It’s a brave move on their part, but goes to show if you identify the barriers to buying, you can find innovative ways to transform how people connect with your brand and buy it more often too.
Contributed by: Martin Homet, Integer London
Image Source: ShopPicTM