Harler, C. Hilton's New Concierge is Interactive TV. Hospitality Technology. Retrieved March 24, 2008, from http://www.htmagazine.com/ME2/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=3E19674330734FF1BBDA3D67B50C82F1&tier=4&id=FCD2F7DAADC8438E926C98968EDAE530
Hilton's New Concierge is Interactive TV
Hilton Hotels and Resorts are soon going to be using Samsung flat screen monitors as an interactive concierge service. They will be working with a company called Reactrix to allow guests to view the hotel layout, meeting room set-ups, and events taking place in the area around the hotel. The first monitors will be installed in hotels within the United States, but Hilton plans on installing monitors in Beijing before the Olympics in August. The monitors will be located in hotel lobbies and atriums and will allow the guest to access information that they may have had to discuss with a concierge employee or a conference manager. Hilton wants to give their guests a sneak peek into the future, but they would like to perfect the concept before installing it into their hotels. "This will help guests to answer their own questions about what to do when they are traveling" says Jeff Diskin, the senior vice president of brand management in all Hilton hotels. Guests are expected to be interested in this cool, new technology that they can use to guide them around the hotel.
Reflection:
Hilton Hotels and Resorts have a very good concept. The interactive tv that acts as a virtual concierge service is a positive addition to any hotel because guests will be able to access information about the hotel and events that are going on around the area of the hotel without speaking to a hotel representative. This is good because concierge employees are not around at all times but the interactive monitor will be available 24/7. I also think it is good for the company to install these Samsung monitors in their Beijing location, especially because the United States and Israeli teams are both scheduled to stay at the Hilton. Customers will definately enjoy this because it gives the hotel a more futuristic feel and guests who are planning to use the conference room for any reason can find useful information such as room sizes on the Reactrix system. The one issue I have with Hilton's idea is that they do not want to interface this system with check-in and meeting room reservations, even though the technology exists to do so. The content displayed on these screens can be updated instantaneously and wirelessly, which is a definate plus from the management and guest perspective. I think guests will really like this feature in Hilton hotels and other hotels will add this feature as soon as possible as well.
Monday, March 24, 2008
Tuesday, March 11, 2008
Assignment # 2
Dynamic Digital Signage - Influencing POS Behavior
Kasavana, M. (2007, October 1). Dynamic Digital Signage - Influencing POS Behavior. Hospitality Upgrade.
This article discusses foodservice technology, in particular Dynamic Digital Signage, better known as DDS. This type of technology is most easily found in fast food restaurants and is used to advertise to the customer. The business perspective of the DDS is to influence customer behavior by advertising specials and other menu items on a multiple screens, usually five or six. This technology is not used to convince customers to come to your restuarant, rather than influencing the customer to buy a specific item. This is beneficial to the business to promote upselling and higher revenues. This is also an excellent way to get the customers attention with easy to read and colorful information, and is a good way to get a customers attention if they do not keep up with other media. Restaurant owners and managers have ways to see if the DDS is effective in their restaurant. Three techniques are used to determine how much the DDS affected customer behavior. These are POS correlation, event-based couponing, and net impression tracking. These are useful to see how much sales are increasing and how effective the DDS form of advertising is. DDS can be considered better than television or radio advertising because a consumer can simply change the channel or tune out any advertisements they are not interested in, but when in a restaurant it is always on, and always changing, directly influencing customers.
Response:
Dynamic Digital Signage is a great way to advertise and influence customers decisions. I feel that the only places this type of advertising would be beneficial would be fast food places and bars with multiple televisions. I have definately noticed this type of advertising in McDonald's, and I think they began advertising this way years ago, in store. Also, a bar with many televisions such as a sports bar could have one or two televisions that are used specifically to promote specials and high priced menu items to bring these menu items to the customers attention. Even though it seems like a small aspect of the business and advertising, it can definitely make a large difference. Not everybody watches television or listens to the radio, so this is a way to reach all guests. For a small restaurant that is just getting started, this would probably not be the best way to advertise or spend money, but for corporations such as Applebee's and Ruby Tuesday's I think this would be a great way to pinpoint specific menu items. Dynamic Digital Signage is also a good advertising tool because it can be changed frequently within the restaurant to keep up with specials and other changes, while television and radio advertising is no longer under the company's control. Overall, I think this way of marketing is creative and can reach all guests, no matter what age, and I would definitely use this tool if I owned a restaurant.
Kasavana, M. (2007, October 1). Dynamic Digital Signage - Influencing POS Behavior. Hospitality Upgrade.
This article discusses foodservice technology, in particular Dynamic Digital Signage, better known as DDS. This type of technology is most easily found in fast food restaurants and is used to advertise to the customer. The business perspective of the DDS is to influence customer behavior by advertising specials and other menu items on a multiple screens, usually five or six. This technology is not used to convince customers to come to your restuarant, rather than influencing the customer to buy a specific item. This is beneficial to the business to promote upselling and higher revenues. This is also an excellent way to get the customers attention with easy to read and colorful information, and is a good way to get a customers attention if they do not keep up with other media. Restaurant owners and managers have ways to see if the DDS is effective in their restaurant. Three techniques are used to determine how much the DDS affected customer behavior. These are POS correlation, event-based couponing, and net impression tracking. These are useful to see how much sales are increasing and how effective the DDS form of advertising is. DDS can be considered better than television or radio advertising because a consumer can simply change the channel or tune out any advertisements they are not interested in, but when in a restaurant it is always on, and always changing, directly influencing customers.
Response:
Dynamic Digital Signage is a great way to advertise and influence customers decisions. I feel that the only places this type of advertising would be beneficial would be fast food places and bars with multiple televisions. I have definately noticed this type of advertising in McDonald's, and I think they began advertising this way years ago, in store. Also, a bar with many televisions such as a sports bar could have one or two televisions that are used specifically to promote specials and high priced menu items to bring these menu items to the customers attention. Even though it seems like a small aspect of the business and advertising, it can definitely make a large difference. Not everybody watches television or listens to the radio, so this is a way to reach all guests. For a small restaurant that is just getting started, this would probably not be the best way to advertise or spend money, but for corporations such as Applebee's and Ruby Tuesday's I think this would be a great way to pinpoint specific menu items. Dynamic Digital Signage is also a good advertising tool because it can be changed frequently within the restaurant to keep up with specials and other changes, while television and radio advertising is no longer under the company's control. Overall, I think this way of marketing is creative and can reach all guests, no matter what age, and I would definitely use this tool if I owned a restaurant.
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