Robo Barista: Morning Coffee Made by AI

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Robo Barista: Morning Coffee Made by AI

Have you ever wondered, if your morning-coffee-habit was not served by a “Jolly Barista?”

Every day businesses strive to be unique and different from competitors in order to broaden their goals, ultimately increasing their sales. Digitalization with no human interference is one of the aspects that people are focusing on these days. This innovative concept has touched industries in many ways; one of them is the first-ever robot barista in Indonesia that serves coffee, Familymart Robo Barista.

The self-service concept brought by Familymart gives an extraordinary experience for consumers, where the human touch is replaced with cutting-edge technology. Aside from experience, the presence of the robot barista booth could serve dozens of coffee-based orders in just one to two minutes, with no buyer contact.

Then, what is the impact on the consumers’ side of this breakthrough?

With this robot barista, Family Mart has succeeded in making people curious and impressed by posting through social media. Moreover, the 2 minutes coffee will obviously attract consumers who seek efficiency, such a perfect choice ​​when you want coffee, but you don’t have much time.

This Robo Barista phenomenon indirectly told consumers to be ready for Artificial Intelligence’s intervention on businesses in the future. Pro and contras indeed will occur, but innovation won’t just stop.

So, what do you think of Family Mart’s Robo Barista? Will it become the benchmark for the other coffee shops in Indonesia?

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.