Mobile food delivery application Eat24 implemented “What’s Good,” a personalization tool that collects data to make educated suggestions for the consumer based on previous purchases and established preferences.

The tool was created to become smarter over time by learning the consumers preferences. While Eat24 restaurant participation expands all over the country, users are able to access the tool in many places in the United States.

“What’s Good is important because users have over two million dishes at their fingertips from over 25,000 restaurants,” said Amir Eisenstein, CMO of Eat24, San Bruno.

Delicious advertising
In addition to personalized preferences based on the user, the app also forms suggestions from other sources, such as chef-recommended dishes, popular favorites, local tips and user reviews.

When users select the What’s Good tool on the app, they will find numerous suggestions among many different food sectors. An image of the dish is provided, along with a flag at the top of the image noting if the item is available for pick-up only, the cost and restaurant name.

The user can click on the image and find a description of the item, the number of people who have ordered the dish and steps to place an order on the app. Consumer reviews are located at the bottom of the screen, along with a space to enter special instructions for preparation and an option to add extra toppings.

Consumers can then add the item to their cart and proceed to checkout.

The learning algorithm creates a reason for users to build a relationship with the app and will therefore build brand loyalty. For users to get the most out of the app, they will likely stick around and use the app more often.

Furthermore, the tool will likely resonate with consumers because of the in-depth information about each food item.

Eat24 is currently only available on iOS but will be available on Android within the next few weeks.

Personalization is key
A brand is better able to provide the most relevant information to its customers by collecting data on their likes and preferences.

For example, online wine publication VineSleuth facilitated consumer purchases with a new application that sharpens product knowledge.

The Wine4.Me app provides wine selections based on rankings and personal preference combined with expert analysis to suggest the best choices. Wine judges, writers and makers evaluate different types of wine to provide dozens of characteristics for the user to make a more informed purchase (see story).

Also, Staples opened a second West Coast development lab, building its strategic focus on testing and launching innovative online selling models to optimize the ecommerce shopping experience.

The newest development center opened in Seattle, giving the retailer access to engineering teams and leaders to help drive major initiatives to enhance areas including search, SEO and personalization. It joins the San Mateo Innovation Lab, which focuses on personalizing the shopping experience and allows the company to tap into the wealth of engineering and ecommerce expertise in the Silicon Valley area (see story).

Along with personalization, marketers should provide detailed information about a product, So that consumers are confident that they are marking informed purchases.

“A user could spend days sorting through that many delicious dishes,” Mr. Eisenstein said.

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Commerce Daily, New York