turn your customer base into a revenue engine
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Turn Your Customer Base Into a Revenue Engine
10/21/2014 3
MarketingRe-Think
It’s Personal
10/21/2014 5
3 Keys to Customer Loyalty
• Identify Your Customers
• Reward the Right Behavior
• Connect and Communicate
LOYALTY
10/21/2014 6
Individual CustomersIdentify
ASK FOR INFOINCENTIVES
10/21/2014 7
INCENTIVES
Offer Freebies or Discounts for Joining
Free or Discounted Drink
Free Breakfast Item or Appetizer with
Purchase
Don’t break the bank, but give something
people really like
• VIP Club
Benefits
• Points or
Rewards
Program
• Birthday Club
VIP
•Free drink
upgrade
• Free breakfast
item or
appetizer with
purchase
FREEBIES
• % Off Next
Purchase
• Meal deals or
packages
DISCOUNTS
INCENTIVES
10/21/2014 9
EMAIL SIGNUP
Email Collection
• Web Sign Up
• Social Media Sign Up
Options
• Ask customers to refer
friends
10/21/2014 10
TEXT OPT-IN
Mobile Number Collection
• Text-to-Join
• Promote heavily in all signage
• Cross-promote email sign up
Of texts are read within 1 hour.
SMS is preferred communication
method for under 2583%
10/21/2014 11
LOYALTY
Loyalty Program Signups
• Exclusive club
• Clear loyalty program benefits
to encourage new customers
to join
• Sign up new members as they
order in store
• Sign up during online orders
10/21/2014 12
PROMOTION
Be Clear About
Benefits!
• What do I get now?
• What do I get after
enrolling?
• What do I get long
term?
10/21/2014 13
In-Store Publicity• Signage at register
• QR Code
• Script your staff
• Staff Incentives
• Box Toppers, To Go
Menus, etc.
PROMOTION
10/21/2014 14
PROMOTION
Social Media• Social media teasers
“Loyalty customers are
enjoying free coffee
today. Are you a
member?”
• Facebook Tab
• Tie to any contests or
giveaways
10/21/2014 15
• Pull a list of customers
who ordered online
• Collect emails with
WiFi
• Marketing data in your
POS
EXISTING DATA
10/21/2014 16
PLANNING
Manual entry takes time! Plan for it
Train Your Staff
Test Forms or Text-to-Opt-In
Processes
Data Storage
Consider Future Needs
30% Chance that a 1st
time customer will
become a regular
LOYALTY
67%If they buy 3x
quickly, that chance
goes up to
Source: LoyaltyMagic
Average # of NEW Loyalty customers who returned at least once after initial order.27%
12%Average # of NEW NON-loyalty customers who returned at least once after initial order.
LoyaltyCASE STUDY
Programs Turn New
Customers Into Regulars
In a 10-store GS study
over 3 months…
Average # of NEW Loyalty
customers who returned at least
TWICE after initial order.14%
3%Average # of NEW NON-loyalty
customers who returned at least
TWICE after initial order.
Programs Turn New
Customers Into RegularsLoyaltyIn a 10 store GS study
over 3 months…CASE STUDY
Loyalty customers were:
more likely to have 3+ orders2.3X
In a 4-store GS study over 6
months…
Programs Increase
Order FrequencyLoyalty
3X more likely to have 4+ orders
CASE STUDY
10/21/2014 21
REWARDS
Ways to Give Rewards• Inside POS System
• Print Coupons on Tickets
• Members Only Reward
Email/Texts
• Social Media Rewards
• Automated Rewards Based on
Behavior
10/21/2014 22
How Often & How Much?
• About 4-7 visits to earn
• Average is 10% value ($5 after
$50 spent)
• $ off vs. Free Item
• Purchase required?
• Lifetime spend rewards
• Change your rewards
sometimes!
REWARDS
10/21/2014 23
CREATIVE REWARDS
•Hold a giveaway & award entries• Give “experiences”
• Lunch for 2 @ school or the office• A Dinner A Month For A Year• In store Events
• Give a VIP Experience for New Customers• T-shirts, hats, logo items• Team up with partners
10/21/2014 24
REWARDS
Would like to move to the head of the line when its busy as a benefit of the rewards program.
54%
31%Would like to be able to donate their rewards to charity.
http://loyalogy.com/loyaltypulse-consumer-research-study-on-restaurant-loyaltyrewards-programs/
Would like to receive a reward for getting a friend to join.
52%
10/21/2014 25
COMMUNICATE
Email marketing tips
• Don’t bombard customers - 1-2
times per week
• Send Early AM or 1 Hr before peak
times
• Be genuine, share your brand
personality
• Personalize and add a signature
• Proofread, test offers
• Indicate if offer is valid online
10/21/2014 26
COMMUNICATE
Subject Lines
• 35 Character Max – 15 for
Best Response
• Short, Catchy, Clear
• Call to action
• Inside- BOGO Iced Coffee Deal
• New Menu Item – Must Try!
• Secret new drink – Today only
10/21/2014 27
COMMUNICATE
Text Message
• 1-2 Messages Per
Week Max
• Slow Day Specials
• Short & Clear
• Relevant – Holidays
Event, Etc.
• Text rewards – higher redemption among 18-25
crowd
10/21/2014 28
TARGETING
InYour POS
• How many customers
came back more than
once in 90 days
• Invite back / survey
customers who didn’t
•Ticket averages for
orders with specific
redemptions
10/21/2014 29
COMMUNICATE
• Contests
• Recipes
• New Menu
Items
• New Service
Offerings
• Be Funny
Switch it Up
• Newsletters
• Sports Events
• Holidays
• Community
Involvement
Connect
• New Customer
• Near a Reward
• Earned a
Reward
• We Miss You
Behavior
Keep it conversational, but appropriate. Build a relationship!
10/21/2014 30
High Tech Tablet . . .
Or Low Tech Fishbowl . . .
LOYALTY
Our Experience:• Helped hundreds of restaurants implement
loyalty with our tool, Thr!ve Loyalty
• Automates e-mail, direct mail & text
communication based on customer behavior
• Integrates with POS & Online to track
spending & offer redemptions – or use our
iPad app.
QUESTIONS?
Let’s go have fun!
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