Written by Avanti Commerce. Posted on Friday, March 17th 2017.

Online Ordering: Know Your Goals


Online Ordering: Know Your Goals


If you’re thinking of implementing online ordering for your business, it’s important to understand there are two kinds: working with an aggregator and using a white-labeled solution. One brings new, one-time customers into your business; the other engages your existing customers for retention and loyalty. Before implementing online ordering for your business, consider your end goals.


What is an aggregator?

An aggregator is a third-party site (like Grub Hub, Chow Now, or Just Eat) that offers consumers a one-stop shop for hundreds (or even thousands) of restaurants and other food choices. Some aggregators offer delivery as part of their service.


When a customer visits an aggregator site, they begin by entering their location. Then they may choose to filter their choices by food type, price, location, and rating. If your business is lucky enough to appear in the filtered results, it may still be one of ten or more per page — throwing you into stiff competition with your neighbors.


Aggregators take a commission from every sale placed through their site, usually between 10%-30% of the ticket price. Aggregators require businesses to standardize their pricing, photos, menu descriptions, and other options; they need every restaurant to fit their mold and display uniformly on their site.


To summarize, working with an aggregator is good for the consumer and brings you new business.


What is White Labeling?
A white-labeled solution is an online-ordering system that keeps the customer experience consistent through every step of the ordering process. Businesses maintain control of their personalized ordering system, and can manage their customers’ experiences and their own brand presence accordingly.


With a white-labeled solution, businesses have access to customer data like email address, past order history, and likes/dislikes. (Aggregators often refuse to share this valuable data.) Businesses can use a database of customer information to tailor their marketing efforts, offering loyalty programs or discounts based on their customers’ past orders and likes or dislikes.


To summarize, white labeling is good for the business and drives customer loyalty and retention.


If you’re considering implementing online ordering, it’s important to define the kind of customer you are hoping to attract. Is your intention to drive new business that may not return to your establishment, or is it to engage your existing customers better and strengthen your client relationships? If it’s the former, working with an aggregator is a good option. If it’s the latter, you might want to consider a white-labeled solution. It’s also possible to use both! Regardless of which route you ultimately choose, make sure you know the differences between them.

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