As everyone focuses on the new realities of takeout and delivery, it’s important that brands have the tools they need to identify and target those loyal guests who are most likely to purchase through the new ordering channels.
That’s why we rolled out two new filters that enable marketers to find just those who either missed recent visits or have an online ordering history. It’s a way to identify the right people and help drive much-needed revenue.
View the 30-minute Paytronix webinar Machine Learning and Dynamic Segmentation
Missed Visit Score
Behind the Paytronix platform lies artificial intelligence that offers visibility into customers’ individual actions. This means we can understand an individual’s visit cadence. For a coffee shop or C-store patron, that rate might be once a day. For a pizza store, it might be once a week. And for a fine dining restaurant, it might be once every two months. The new Paytronix missed visit score informs you whenever that rate changes so that you can adjust your outreach accordingly.
Communication with guests is always important, but during times of change, transition or challenge, it’s paramount. With so many businesses having to totally rethink their standard approach due to the Covid-19 outbreak, the Paytronix team has compiled a list of communication best practices.
This is a scary time for everyone – including your guests. Make sure they know you’re a brand they can trust by being transparent about your operational changes, safety precautions, and closures or new operating hours.
Just about every brand out there is sending messages conveying what they’re doing to mitigate the virus’ spread, so ask yourself what information you really need to share. For example, everyone is washing their hands more now, so focus instead on what your brand is doing differently that will foster a sense of comfort and trust in your guests. That can be as simple as telling guests you’re closing down in the interest of their health as HuHot Mongolian Grill did.
As a rule of thumb show an awareness of the struggle many people are going through, welcome feedback from your guests, even if it means asking for it, and above all, stay true to your brand.
Keep your guests informed
If you’ve shut down operations, make sure your guests know about it, and be sure to explain why. Consider adding a footer to your emails or a banner on your website to keep them updated about closures and plans to reopen.
If you’re still open, remind your guests of your hours, which locations are in operation, and how they can place an order. Prioritize online ordering with hyperlinks or banners on your site. Make sure they are in a bold, obvious place, and consider giving discounts or double rewards points for takeout and delivery orders.
Be sure to let guests know about any additional services you’ve added to minimize contact, like contactless delivery or curbside pick-up. If you have a dynamic concept, consider how you can continue to provide value in nontraditional ways. Host, a company that offers bartenders for hire, has pivoted to sending regular “Drink of the Week” cocktail recipes to its subscribers via email. They’re still providing a service while tailoring their approach to fit within social distancing guidelines. […]
Throughout this crisis, brands are searching for a way to maintain their strong customer relationships. A number have lessons to teach us all as they work to foster a deep emotional connection with their community. Here, twice a week, we’ll spotlight specific brands that are spreading positivity.
Thursday, March 26, 2020 Spotlight: The Pasta Bowl
The Pasta Bowl, a chain of neighborhood pasta shops, has maintained its fun and friendly tone throughout its customer communications. Still, it is serious about addressing the current environment. Take this snippet from a recent communication:
“Lots to be frustrated about these days. Lots to disagree and argue about too, it seems. We can all agree on one thing, though: we ALL wish none of this was going on.” […]
Panera Bread recently became the latest big-name restaurant brand to enter one of the hottest segments of the loyalty market: subscriptions. We’re proud to be part of that launch, as the program is built on our loyalty platform.
At $8.99 per month, the MyPanera Coffee subscription gives customers unlimited coffee or hot tea for the price of about four cups of coffee. This program exemplifies how smart, forward-thinking brands are embracing subscription models.
Subscription programs tend to operate in one of these three ways:
- Recurring payments – As with the Panera program, subscribers pay for a given time period. Cancellation can occur at any time.
- Lump-sum payment with time-bound usage – The industry standard is Olive Garden’s Never Ending Pasta Pass, which allows unlimited meals for nine weeks. Limiting the number of passes sold provides customers with a sense of exclusivity.
- Lump-sum payment with limited times or items – An example is the Grill Pass offered by HuHot Mongolian Grill. Last summer, loyalty members could spend $50, $100, or $200 to buy 5, 11, or 25 meals.