KEEPING on top of technological advances can help operators edge their nose ahead of the competition, Paul Crawford of KILTR has suggested, as new tech developments have plenty of profit boosting potential for pubs.
Crawford, sales director for KILTR, a wi-fi platform which can be used as a marketing tool by licensees, reckons operators should review their technology “every year, or every two years as a maximum”.
“I’m not suggesting changing systems that often but to keep abreast of changes – it is essential to keep up to speed as things can change so quickly,” said Crawford.
Operators assessing the technology in place at their venue should look to customer feedback as a good starting point, Crawford suggested, adding that licensees should ask themselves “can I increase my revenue and save money?”
Launched in the Scottish on-trade at the tail end of 2016, KILTR wi-fi enables bar, restaurant and hotel owners to promote anything from forthcoming events to daily specials to customers accessing the venue’s wi-fi.
The system works by presenting content cards on the user’s mobile device, which they can either swipe through or click on to read more.
And the system has been a success for Scottish publicans, according to Crawford.
“We have developed a unique marketing tool that allows hospitality operators to market to their customers in exchange for access to wi-fi,” he said. “Colin Barr at the Bier Halle in Glasgow has successfully done this with brands that have more than covered the cost of the system over the first six months and has now opened a new revenue stream within his business.”
KILTR wi-fi was initially rolled out to the trade following a six-month pilot with Kained Holdings before officially launching at the Techaus event at Glasgow’s SWG3 late last year.