Llamando al Club VIPS

Ameu8 - Club Vips - logoEl sector de la hostelería ha demostrado ser uno de los alumnos aventajados a la hora de aprovechar la tecnología móvil.

Casos de éxito como el de El Tenedor, que genera un alto porcentaje de ocupación de su local gracias a una aplicación móvil,  deben ser un estímulo para otros negocios de hostelería indistintamente de su tamaño.

Echamos hoy un vistazo a lo que ha hecho respecto a movilidad una de las cadenas más potentes de restaurantes en España: VIPS

Gran negocio, poca movilidad

Ameu8 - aplicaciones moviles - VipsSi hay algo por lo que destacan los restaurantes del Grupo VIPS es por su capacidad para acaparar todo tipo de ambientes y tipos de clientes en sus distintos restaurantes y por su velocidad en adaptar el negocio a las necesidades de sus usuarios habituales (atención a los niños, fidelización con vales, menú adaptado a distintos gustos…)

Sin embargo, dicha capacidad se ha visto mermada en la creación de su primera app móvil. Sin apenas personalización en el diseño y con una operativa escueta y básica, el Grupo VIPS apenas parece haber prestado atención a este canal de comunicación con los clientes.

Sólo tres opciones de menú aparecen en la aplicación y las tres orientadas a la misma funcionalidad: encontrar un restaurante del grupo. La primera mediante geolocalización, la segunda por un mero listado ordenado, la tercera por una búsqueda de texto.

Análisis de la estrategia de movilidad

Ameu8 - Vips - Aplicaciones MovilesPoco provecho le van a sacar los clientes a esta app, ni tampoco la propia compañía, al haber restringido tanto su funcionalidad.

Ni siquiera la posibilidad de reserva automatizada, evitando la llamada telefónica o el email ha sido habilitada, o la posibilidad de extender sus famosos cheques de fidelización a un formato que pudiesen ser recibidos y canjeados por los usuarios en la app.

También sorprende que una empresa que mantiene una notable promoción de sus productos y campañas de fidelización haya obviado este medio para ampliar sus acciones publicitarias. Ofertas de platos concretos o descuentos especiales a sus usuarios hubieran sido un sencillo estímulo para abrir una nueva vía de fidelización.

Tampoco parece que hayan prestado atención al mercado Android, a la fecha de redacción de esta entrada no hemos localizado la aplicación en el Market Android.

No nos cabe duda de que el Grupo Vips está preparando algo mucho más estimulante que este primer desembarco móvil, así que estaremos atentos para informaros al respecto.

Club Vips – App Store

Club Vips – Android Market

32 Comentarios

  1. Carlos A. Marin January, 2012 at 13:42

    Me parece una gran iniciativa que los comercios, restaurantes y directorios desarrollen este tipo de aplicaciones porque los móviles son una herramienta imprescindible en nuestra vida diaria y estas aplicaciones nos ayudan muchísimo sobre todo a la hora de viajar o de buscar un establecimiento. Espero que Vips siga ampliando la funcionalidad de la aplicación y lo extienda a otras plataformas.

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