Like most technology, the more information available to a company, the better the product is for the end user. Punchh took this idea to heart, developing its loyalty and engagement platform to create memorable experiences for customers wherever they are.
'There are companies that provide online engagement for consumers, and there are companies that provide in-store or offline engagement,' Malhotra said. 'There are very few companies that can actually strive to provide that true omnichannel experience across the in-store and online experience. That's where I think our true opportunity as PAR and Punchh is; omnichannel, real-time, and personalized customer experiences rooted in loyalty and industry-specific workflows.'
The omnichannel approach is about more than providing guests with a seamless experience every time they enjoy a bite to eat at their favorite places. Malhotra believes the approach is just as much about developing the strategies that allow restaurants to provide continued value to their guests.
'We can see different types of marketing, coupons, and check-ins,' Malhotra said. 'This data is coming in from Brink. The power is that it is tied to a consumer, it has the data taxonomy cleaned up coming in from the POS, and [customers] can use it for other actions like personalization or offer management- even segmentation.'
Using an omnichannel approach, concepts can employ customer data gleaned from in-store and online orders to build and curate campaigns to create better customer experiences.
'This is the richness of the omnichannel profile that is available for the analytics, personalization, segmentation, and engagement,' Malhotra explained. 'There is nothing more powerful than having consumer information at this level. It is the foundation for machine learning, it is the foundation for reporting, and the foundation for personalization.'
The data collected by Punchh is also capable of giving concepts unique insight into what promotions and offers might appeal to guests. Backed by more than 120 terabytes of data, Malhotra quickly pointed out that these recommendations are far better than the scattershot offers restaurants used to present years ago.
By activating the right types of customer data at the right time, restaurant concepts are more capable of building and maintaining the 1-to-1 connections their guests increasingly demand.