7 minute read
FEATURE: POS AND OPTECH
Blending tech with traditions
Clubs are increasingly integrating technology to streamline operations and boost member engagement. Discover how advancements in mobile technology and data-driven insights can reshape the club experience.
ONE OF THE most unique and heartwarming experiences for a member is the personal interactions that begin when they walk through the door. They are greeted at sign-in and then attended to at the dining outlets and gaming rooms. Increasingly, clubs are implementing technology solutions to help elevate this customer experience.
According to Mark Page, director of solutions engineering for Oracle Hospitality JAPAC, the hospitality industry has traditionally been slow technology adopters, but Covid accelerated this significantly.
“It’s a very competitive landscape out there and so the question is, ‘How do I, as an operator, acquire a customer, or in the club sector, acquire new membership and how do I expand all my sales channels?” he said.
Page also observed the current labour shortage is propelling the adoption of technology in clubs. He explained hospitality operators are continually integrating new technologies in the workplace to reflect what their digitally savvy staff use in their daily lives.
“If the technology doesn’t match what they’re used to using every day in their pocket with their phone, it’s hard to keep them,” Page said.
He added adopting technology can ultimately improve the internal processes and the way of working for a club.
“There’s a place for technology in helping that, and there are plenty of options in that space,” Page said.
“Where we can help automate those processes and remove that friction of communication, and make that more seamless, that’s a key part for operations.”
It’s this improvement in operation and customer service that Illawarra Catholic Club – which owns and operates Club Central Hurstville, Club Central Menai, and Georges River 16Ft Sailing Club – has been benefiting from since it adopted Aristocrat’s membership and gaming system two years ago.
The integration also resulted in the development of the group’s Central Rewards mobile app and loyalty program. It’s been designed to give members access to the club magazine and their digital membership card to collect loyalty reward points. To date, the club has had 4,000 members download the app.
“The team’s always looking at how technology can improve our member and guest experiences,” said Anne Barron, Club Central loyalty manager.
Getting to know you
Barron explained that since the club adopted its new membership and gaming system, it has opened up new opportunities for how the club interacts with members.
“We can now get that data and know exactly what our members want without having to guess,” she said.
She said the system, in combination with Microsoft Power BI, gives her access to “absolutely every bit of information” that allows her to make informed decisions on how to improve member experiences.
For instance, the group discovered its birthday cake promotion had a less than one per cent conversion rate, following a sixmonthly review of its rewards program.
As a result, the club will overhaul its loyalty program next July to make it more relevant and appealing.
“We won’t take anything away. We will just be adding to what’s working by adding a few extra bits,” Barron said.
Keeping it real
Barron is also cautious that delivering the ultimate customer service experience to members requires a combination of technology and people.
“We’re still interacting one-on-one with our members without overstepping; we still want to provide that personal touch,” she said.
“I think technology is the way of the future. The feedback we’re getting is that even with new technology … it cannot replace human interaction. We’ll always still have that human interaction; no business can afford to lose that human interaction.
“A lot of lonely people visit clubs; they visit clubs because they’re lonely and want that human interaction. But getting them to download the app, for instance, that’s a big deal. When they’re embracing it, especially the older generation, it’s fantastic.”
Tap and pay
GlobalData forecasts that mobile wallet transactions will grow by 42 per cent this year to surpass $130 billion, as more consumers shift towards non-cash payment methods.
As a result of the rising preference, GlobalData encourages companies to launch mobile POS solutions that support mobile wallet-based payments.
Joshua McNicol, director of growth at Zeller, agrees that implementing the latest mobile POS technology into a club environment will not only improve efficiencies but also leave no room for error, especially during peak trading times.
“In these fast-paced environments, staff often lack the time to enter every sale into both a POS and an EFTPOS terminal, leading to discrepancies that could amount to thousands of dollars. The intense atmosphere also increases the likelihood of human error, particularly when staff must manually input sales totals into EFTPOS terminals—mistakes that are rarely recoverable,” he said.
“An integrated mobile POS and payment solution solves these issues by consolidating processes into one seamless system, eliminating the need for dual entries, reducing errors, and saving valuable time both during service and at close of business.”
McNicol also highlighted that adopting modern technology doesn’t have to come at the expense of alienating certain demographics.
“On the contrary, it should better service everybody in the community,” he said.
“Technology that’s universally accessible is essential to ensuring you deliver fantastic customer service.”
Not to be missed: POS and OpTech solutions
Here are some of the latest POS and OpTech solutions for your club.
Zeller
Supporting tens of thousands of bars, clubs, and restaurants, Zeller is Australia’s favourite EFTPOS solution. Now, with the launch of Zeller Terminal 2, club and bar owners can enjoy fully integrated, all-in-one payments and point-of-sale with a never before seen design.
The new Zeller Terminal 2 integrates with your existing POS, enabling seamless payments and streamlined end-of-night reconciliation. Or choose to use Zeller POS Lite, its new POS solution that is built-in free to Zeller Terminal 2.
Accept payments from cards and devices quickly, securely, and affordably, with reliable Wi-Fi, 4G SIM card, and Ethernet connectivity.
Plus, with lower transaction fees, and no monthly rental charges or lock-in contracts, you can enjoy premium payment hardware at Australia’s most affordable price.
Learn more about the new Zeller Terminal 2 at myzeller.com, or order yours today with free express shipping nationally.
SENPOS Point of Sale
A reliable point-of-sale partner can help you maximise efficiencies, business profitability and customer engagement in your club. For over 30 years, SENPOS Point of Sale has pioneered point-of-sale technology in Australia to equip venues with the latest solutions. SENPOS keeps pace of industry trends and with in-house software development, can ensure customers benefit from the latest functionality and capabilities.
Working with industry experts, club operators and customers, SENPOS has built fresh new kitchen monitor software to level up kitchen efficiencies in your venue. Plus, our new SENPOS GO handheld POS device will enhance on-the-go customer service throughout your venue. Alongside these solutions, SENPOS also specialises in POS terminals, member kiosks, online ordering and tablets, with an Australian support team for training and timely help year-round, crucial during peak trade.
Connect with dedicated SENPOS account managers for a free demo and to discuss your tailored solution.
Visit senpos.com.au/contact-us
Deputy
Deputy is a one-stop platform for managing your hospitality workforce with ease. The platform provides multiple services from hiring your staff, to onboarding right through to rostering their first shift - all with ease and built for hourly workers. With Deputy, you can create and share employee rosters in a few clicks, swap shifts without the usual hassle, and even record employee wellness before each shift.
Staff can also use Deputy to set their availability, apply for leave, and access the company news feed, ensuring they don’t miss any important messages from management. You can learn more about Deputy and start a free trial today at
