Radar can also help brands send push notifications in a way that feels timely and relevant. For example, say a customer often leaves the office at 5 p.m. on a Thursday and orders food. Radar can help identify that pattern so that brands can market to that individual in a way that creates a personalized connection.
Operators might think of it like this: in the pre-digital age, consumers frequented restaurants where the person behind the counter knew their name and order. Radar helps brands accomplish the digital version of that relationship.
“The smartest companies in the quick-service world are delivering not only great speed of service, and order accuracy, and all of that,” Berman says. “They are also doing things that surprise and delight their customers. You see this with companies like Shake Shack: they say, ‘Hey, you’re a loyal member. We want to let you in on a new menu item for our app users, and it’s available to you and nobody else.’ Knowing your customers’ habits is a critically important aspect of being able to do things like that.”
Radar isn’t the only company offering location technology to quick-service restaurant brands, but Berman likes to believe it’s the best. He points to three things he believes differentiate the brand from competitors.
First, he says the brand places the utmost importance on protecting the sensitive data that it is dealing with. All location data is anonymized, and Radar doesn't capture personal identifiable information (PII). Radar helps its customers to collect the minimal amount of data possible to power user experiences. Moreover, Radar has built privacy features, including custom data retention settings, rule-based access controls, and SSO—to put it simply, this is something Berman says his team has thought about a ton, and it’s why they offer best-in-class privacy.
Secondly, he points to his company’s experience working with some of the top brands in implementing its solution at scale. “Tools need to be easy in order for operators to actually like and use it,” Berman says. “This data has to seamlessly flow with the rest of their tech stack—the tools they use for push notifications their loyalty platform—it has to be quick and easy, and we have a ton of experience in that regard.”
Finally, Berman says he’ll put Radar’s location accuracy up against any competitor’s. The geofencing technology tracks movements down to a couple of meters. And yet, perhaps most importantly, Berman explains that Radar aims to provide all-in-one location technology that will deliver something that’s easy for operators to understand: repeat business, and a return on investment.
“Location is one of those things that, at Radar, we make it feel not intimidating,” Berman says. “There’s a right and wrong way to use location. Our entire approach around what we’ve built, we’ve figured out how to do this in a way that doesn’t feel intimidating. We’re using it to help brands create a great customer experience. And the ROI is pretty impactful once you start using it. It’s all about reducing friction for the end customer and earning their repeat business.”
For more on implementing Radar into your tech stack, visit the company’s website.