The future of restaurant marketing is happening right now. At this year’s Paytronix users’ conference, PXUX 2018, presentations from both Paytronix and its customers told stories of innovation and exceptional guest experiences. A path toward true machine-based one-to-one marketing has officially been plotted. Here are 13 ways to change the game – all from PXUX 2018.
Several exciting learnings were presented on the first day, when Andrew Robbins discussed the big picture in his annual PaytroNEXT session. The way guests want to be engaged is changing and we have three active initiatives that marketers need.
- One-to-One – True one-to-one marketing is difficult but provides huge value for the brand. Machine learning enables our proprietary algorithms to find the right offer for an individual and deliver it at the proper time to motivate the next visit. A visit challenge could feature a universal offer: “Visit 5 times in the next 4 weeks and get a free coffee.” Or every portion of it could be tailored to each guest: “Visit X times in the next Y and get a Z.” There are thousands of permutations of this, and an effective one-to-one solution can have five times the impact.
- K100SM – We’ll be getting data from many sources to round out customer profiles, whether they are program members or not. When we know 100% of our guests, we can deliver a 20% impact. This solution will be respectful to the consumer so that it is accepted as the new norm.
- Self-Driving CRMSM– The new world of one-to-one CRM is complicated, with computers and automation being used to determine what is right for each guest. Just as self-driving cars will safely and quickly get us from point A to point B, the same is true for self-driving CRM. The combination of machine learning and marketing automation will produce greater visit frequency and more spend. Paytronix not only focuses on what brands need today, but also develops the technology for what they will need in the future.