The pub of the future for a global beer brand

The Brief

A global beer brand wanted to create a pilot for ‘the pub of the future’ in one of their UK pubs where innovations would be tested prior to roll out across the pub estate and into free trade. The key objectives for the pub of the future was to offer the consumer the best possible in-pub experience, ensuring greater engagement with the brands and instilling a high level of loyalty to the pub and the brands offered.

We have been asked to develop a digital strategy for the customer experience of ‘the pub of the future’.

Our Solution

We came up with an ideal customer journey with focus on smart queuing, quality of service and retail environment, and mobile ordering and payment, for both end-user as well as pub staff. Factors of entertainment, rewards, and social engagement were covered consistently across the whole journey/s.

We created a ready-to-execute digital strategy, together with a prioritised product roadmap for a smartphone application for the end-user as well as an iPad application for pub staff. We also defined the functionality for a prototype to test in first pub, ready to take into development.

Key Facts

  • Introduction of Apple Pay, Android Pay, and PayPal to allow mobile ordering and payment
  • Creation of engaging interactive retail environment that reacts to customers needs and results in deeper levels of customer satisfaction and response
  • Use of predictive analysis to understand customer’s purchase patterns, real-time stock updates for pub staff, real-time analysis for bars to see current footfall

Pub of the future

Author: Gianna Illenseer

Product Strategy Lead with over 10 years industry experience, helping clients transform their businesses and making sense of their digital ecosystem. She and her team of strategically-minded people define and deliver outstanding user-centric digital experiences and product strategies.