We ran a brief pilot experiment in which key venues placed an LED "Pay Here With TabSprint" arrow sign, pointing to a section of the bar. Because TabSprint operates with mobile payment, independently of any Point-of-Sale system, this could be any section of the bar.
The hypothesis was that this would address three issues simultaneously: 1. Make a dedicated space at the bar which would allow one bartender to service mostly TabSprint customers (creating the rapid turnover effect desired) 2. Inform current TabSprint users that this bar was a TabSprint payment bar 3. Introduce new users to the app, drawing attention through the bold advertisement and "highway effect" created by the quick service.
Although we only ran it for a brief time, the one venue that placed the sign in a prominent, consistent location was our highest performing venue for repeat customers, and it wasn't even close.
ABINBEV PILOT PROGRAM
Chapel Hill, North Carolina | November 2013 - December 2013
We ran a 2 month pilot program promoting ABInBev products over 20 different venues in Chapel Hill, North Carolina. Most of the venues were very close to UNC, but November through December is traditionally a low traffic season for college bars (comparatively speaking) because of weather, finals, and students returning home for the holidays. Although we were only in 20 venues, (and with only 3,000 users), we increased sales 14% sales across the entire market, including venues in which TabSprint was not active. APT, a third party, vetted all our data.
One of the critical elements of this program's success was the menu prioritization. We even created special categories of drinks just to feature ABInBev products. We call these "nudges," and they work.