As consumers become increasingly digitally minded and dynamic, operators must do more and more to engage them, HOSTECH UK heard.
Entrepreneur Adam Freeman, of digital transformation agency Freeformers, said it was incumbent on any brand that wanted to stay relevant to be constantly adapting their approach with the pace of innovation.
He said those that do not adopt technological developments must think about what else they can offer consumers.
Speaking at the inaugural conference, organised by MCA and Restaurant Magazine, he said: “If you’re not planning for a world where people have pre-ordered and pre-paid on the mobile phone, what do your staff do when they walk in? What’s the experience you give them? What’s the value you add?”
He also warned there was no point in half-hearted gestures when it came to innovation, and cited failed brands such as Woolworths and Motorola, that had fallen by the wayside after the pace of modernity had overtaken them
“If you want to be fast you’ve got to be damn fast”, he said. “There’s no point in being fourth or fifth. If consumers want something quickly you’ve got to give it them really quickly.”
Discussing how to harness technology, he said it was increasingly accessible and affordable – it was people’s mind-sets and skills which were important.
