Restaurants commonly make three mistakes that restrict their ability to acquire new customers, keep them active, and encourage more frequent visits. You might be limiting the impact of your customer loyalty program without even realizing it, but eliminating these three things will help spur more growth.
- Stop requiring app downloads as the only way to participate. According to a recent Harris Poll survey, 58% of respondents were less likely to join a loyalty program that required them to download an app. Another study revealed that 18% of adults in the U.S. still don’t use a smartphone. Considering the number of people who don’t want to download an app and those who are unable to, why would you make that the only method for guests to enroll? By letting more guests interact with your restaurant in the ways they prefer, you increase your ability to market to them and drive incremental visits and spend. Ideally, guests should be able to enroll at the POS, via text-to-join, and even with a physical card. A mobile app is a valuable tool, but don’t make it your only one.
- Stop sending non-personalized emails. Your customer engagement strategy should be focused on building relationships with your guests. Sending the same generic email to everyone hinders your ability to connect with individual customers. According to SendGrid’s 2018 Global Email Benchmark Report, guests receive an average of seven emails per month per brand, with open rates of about 18%. How can you make sure that your marketing communication doesn’t become part of the 82% that guests never see? One way is by personalizing your emails directly in the subject line. When customers are only one visit away from earning a reward, including that information along with their name in the subject line will cut through their crowded inbox and influence them to visit. Getting customers to enroll is an important first step but keeping them active by communicating timely offers and promotions is what creates value for your restaurant.
- Stop missing opportunities to target nearby guests. An effective way to increase personalization and drive more visits is by utilizing geo-targeting in your marketing strategy. If some of your customers are nearby and debating where to eat, pushing them a notification at that time may be all the prodding needed for them to select your restaurant over all of their other options. Sending targeted messages to nearby guests results in a significantly higher visit rate than cold email blasts. By reaching out when they’re already close to a location and reminding them of available rewards or promotions, you can accelerate their visit frequency and trigger valuable incremental visits.
To learn more about why you should stop doing these three things, check out our free, on-demand webinar, “3 Things to Stop Doing in 2019.”
Do you plan your marketing campaigns months in advance? Do you run the same basic campaigns on a regular basis? Do all of your guests receive identical offers? If you answered “yes” to any of these questions, read on to learn how leveraging new technology and changing your approach to a one-to-one model will revitalize your customer engagement program.
Imagine that it’s a random Tuesday and your boss says, “We need to get more guests through the door.” You respond by carefully crafting a “We Miss You” campaign to send out to guests who typically visit often but haven’t been in for a while. You send all of them a visit challenge that promises a reward if they come in once in the next 30 days.
While these types of campaigns are generally effective, is 30 days the right time frame for everyone? In reality, a challenge that has the same message, the same period of time, and the same reward can’t work for everyone. If you send this challenge to guests who usually visit every day, why would you reward them for coming in once in 30 days?
With artificial intelligence (AI) and machine learning-based marketing tools, one-to-one offers and challenges are auto-targeted for each guest. Whereas, one guest may be asked to visit three times to earn a particular reward, a more active guest may be asked to visit five times to earn a different reward. One-to-one marketing enables you to target guests based on their individual visit behavior. You simply set the parameters – How much do you want to spend? Are guests required to visit within a certain time frame? What are the respective rewards for the challenge? The AI-based system processes these rules to deliver a personalized brand experience to each customer.
As with any type of campaign, Paytronix doesn’t lock you in to a basic set of off-the-shelf promotions. One-to-one campaigns can be leveraged in several ways depending on your brand and business objectives.
- One-to-One Cadence Rule/Uploader: This version of the one-to-one challenge is “On Visit X, use this reward.” And the intelligent algorithm we’ve created will determine the best challenge for each guest.
- One-to-One Continuous/Lapsed Designation: This option enables you to send targeted campaigns all year long, rather than doing so on specific days. You also aren’t limited to a set number of tiers that your guests fall into. For example, typically you have tiers such as; guests that visit less than three times, three to five times, or more than five times. With one-to-one continuous campaigns, you can have an endless number of tiers. Manually, this would take an exorbitant amount of time to craft and set up, but with this feature, guests are auto-targeted for you.
- One-to-One Points/Visit Challenge: This version enables you to vary the thresholds and timeline for a guest’s offer. Some guests may be asked to visit two times in a month for a reward, while others may get a week to visit once to complete the challenge.
Giving control of your promotions to a “machine” can be scary. This feature gives you peace of mind that you are still in control, just with less manual work. You can monitor how your one-to-one campaigns are performing and adjust the parameters in real time to achieve your desired results.
Stop wasting time and brain power on manual campaigns and maximize the return on your marketing investment with a little help from AI. Learn how – by calling Paytronix at 617-649-3300, extension 5 or request a demo today.
Have you ever wondered how the popular TV show Game of Thrones relates to the restaurant industry? The parallels may not be immediately apparent, but a fictional struggle for power among warring families isn’t too far off from the battle for market share and guest visits. In fact, what we know about the Game of Thrones characters can be applied to your pursuit of industry dominance. Warning: Spoilers for Seasons 1–7 lie ahead. […]
Restaurants across the industry are increasingly innovating and finding new ways to provide convenient and frictionless experiences. Advances in guest engagement, from Wi-Fi marketing integrations to subscriptions, make it easier than ever for visitors to interact with your brand. They also enable you to determine which messages and promotions will resonate best in the future.
Guest engagement helps you get to know more of your customers and keep them active with your brand. Here are five of the top trends for delivering high impact to your top-line sales: