When it comes to the rewards application, it feels like it was built without ever asking a customer, business owner or really anyone what makes sense for user experience. The requirement to download an app in order to take part in your loyalty program immediately creates a high barrier of entry for a rewards program for the customer. As a business, we understand the importance to growth and revenue these programs can have but those stats don't matter if we can not acquire the member to start. People HATE apps. There have been numerous studies that show it. Ex: https://www.forbes.com/sites/johnkoetsier/2021/02/15/91-of-us-hate-being-forced-to-install-apps-to-do-business-costing-brands-billions/?sh=801ec645da86

People also hate waiting, even more so in a restaurant/coffee shop/ or drive-through. Studies show that downloading an app takes between 30 seconds to 4 minutes depending on the size, device and wifi or service. Studies also show that customers only have a tolerance of waiting about 5 and half minutes in a business like ours and customer satisfaction goes down 10% for every minute after that they have to wait. If we had 3 people in line, and the first 2 decide to sign up, we've lost the 3rd customer potentially. A 37% increase in revenue from 1 acquired customer doesn't make up for losing 1or 2 customers due to dissatisfaction.

Customers want the ease of use, they don't want to have to think about it. I get Starbucks uses an app and it works for them but they are a massive business. For small businesses, customer skepticism is already high. We've found across our own research if customers could just type in their phone number they would feel more comfortable using a system like this, they can choose to opt-in or out of the text updates. Square's Cash app is a great example of this.

Sure apps can be a great tool if the customer wants to be able to check their balance on their own time but then it is a choice to download, not a requirement to acquire.