guestengine sth
DESCRIPTION
TRANSCRIPT
Programme de fidélisationSt-Hubert
POWERED BY:
Presentation Overview
2
• GuestEngine Overview
• The GuestEngine Difference
• Overview + Case Studies of Staff facingprograms
•Q/A
• Overview + Case Studies of Guest facingprograms
•Q/A
• Live Demo of Guest Loyalty Programs
•Q/A
Première question
3
Est-ce que votre programme de fidélisation fonctionne en français et anglais?
Oui. Absolument.
Deuxième question
4
Who is:
Deuxième question
5
GuestEngine is a relationship marketing company that specializes in providing innovative marketing and loyalty programs to the hospitality industry.
Founded in 2007, we provide integrated programs for some of Canada’s and USA’s well-known restaurant chains.
C’est quoi: Integrated Loyalty Platform?
6
Loyalty :: The GuestEngine difference
7
There’s two sides to a loyalty program
Loyalty :: The GuestEngine difference
8
The Guests who join…
and the Staff who promote it.
Loyalty :: The GuestEngine difference
9
But if you want to utilize ANY digital offer(Social, Mobile, Email, SMS, etc…)
You need to close the loop on yourPOS system.
Loyalty :: The GuestEngine difference
10
This integration is completed on the Maitre’d POS system and available to St-Hubert today.
POS Integration :: Closing the Loop
11
Know your guests better:
•Frequency•Date/Time•Food Preferences•Coupon Users•Social Media Influencer•Contest Participant•Feedback•Recommends your brand
POS Integration :: Closing the Loop
12
Know your Staff better:
• Drives Loyalty Memberships• Drives Social Offers• Social Media Influencer• Service Score• Recommends your brand to Family and friends
Two Programs working together
13
UPcellEmployee Rewards Program
Marc Benioff, CEO Salesforce.com
POWERED BY:
“Changer à chaque employé a votre Chief Marketing Officer”
How do you communicate with 1000’s of employees to:
While making it FUN and ENGAGING?
• Sell featured menu items• Push out Social Offers• Increase sales • Reward Training
UPcell Benefits
16
Drive sales objectives through measurable actions and gamified incentives.
Incent and influence staff to drive sales of your preferred items, loyalty, feedback or menu categories.
Achieve both category and menu-wide sales increases through a motivated and focused staff. Turn “Servers into Sellers”.
Motivate Staff Influence Guest Purchase
Decisions
Increase Sales
1 2
4Leverage your staff’s social networks to promote your marketing message. Turn “Employees into Brand Ambassadors”.
Social Amplification3
17
Create National, Local and Regional Contests for your staff to compete in.
Powerful Sales Program1
Gamified platform enable you to reward employees for increases in Sales, Service, Contests, Social Referrals and any action or behavior you can think of.
Employee Rewards Platform2
Leverage your Staff’s social networks for a massive social lift of your marketing programs.
Referral Program3
What is UPcell?
Training Tool4
Incent and reward staff for viewing
Streamed training video, quizes and supplier content.
2nd
How does UPcell work?
181st
Reward sales of specific menu items, participating in training, and referring exclusive offers for friends & family
Web-based app that is accessible via mobile device or desktop computer that links staff to their POS sales
1 to 1 communication that links Brand directly to Staff
Gamified contests through POS integration ensuring accuracy and automation
19
Why it works: Gamification
Gamification is the use of game mechanics & rewards to increase engagement and loyalty.
20
Who’s using: Gamification
Major brands are incorporatingGame mechanics into theirMarketing/Loyalty and Employee Rewards Programs.
Including: Nike, Pepsi, Samsung
Create stickiness through rewards for repeated interactions
Points for daily login
Sharing offers with Family/Friends
Pushing new menu products to Social Networks
Viewing Training Material
Receiving positive Feedback21
Behaviors and Actions: Gamification
Award points for any desired behavior: Sale of product % sale of product vs. product category Social sharing Sharing new ideas to Head Office Driving Loyalty Membership
Track points relative to peers;Creating competition by:
LocationRegionNationally
Gamification : Case Study for CBCF
900 FOH employees participated by asking guests to “round-up” their bills for Breast Cancer Foundation.
• Staff were awarded “Ribbons” for passing/out-selling the person in front of them and for posting on facebook to friends and family.
• Over 1000 Social Shares were pushed to friends and family members = 160,000 viewed posts (Avg. person having 160 friends on facebook).
• $58,000 raised for CBCF
Note: No prizing was awarded.
Contest was based solely on Recognition/Status.
23
Increase menu item sales by over 250% and increase menu category sale by 5% with National, Local and Regional Contests for your staff.
Powerful Sales Program1
Allow FOH + BOH employees to compete in contests.
Team Building2
Any behavior or action can be gamifiedand turned into a contest including:
Feedback , Selling, Referrals, Membership Drives, Training Participation
Modify/Reward Behavior3
Program Overview: Contests
“Feature” Menu Item Sales Increase vs.
Menu Category Sales Increase
24
250% Increase In Target ProductAvg. Results: 5% Increase in Menu Category
0
50
100
150
200
250
300
350
400
450
Dessert Wine Beer Summer Menu
Product % +
Category % +
330% +
225% +
385% +
215 % +
Influence Purchase Behaviour
Before
10%After
50%
With
UPcell
Without UPcell
Incentivize staff to promote your preferred products.
Increase sales for most profitable items
Increase menu category sales & Average Check
Sales of “Feature” beer vs. total alcohol sales
25
With 1 to 1 communication channel with your staff you can directly influence whichMenu items are recommended and purchased by patrons.
26
Leverage your Staff’s social networks with our Social Sharing programs. Receive millions of free social impressions from your staff pushing out your Brand’s offers and promotions.
Amplify your Social Reach1
Turn every employee into your Chief Marketing Officer. An engaged employee is one who cares about the success of the company they work for.
Create Brand Ambassadors2
Program Overview: Social Amplification
Analytics3
Understand who are your Brand Ambassadors within your employees and how they are impacting your Social ROI.
Staff & Social Sharing
UPcell enables staff to push out Brand Approved messages and offers to friends and family through facebook, twitter, SMS and email.
1977 social shares = 494, 000 + Social Impressions
“In an Industry Climate where there is flat-to-no new traffic; UPcell allows us to increase sales/avg. check without having a single new guest walk through the door.”
Customer Feedback
Andy Moore, Digital Marketing Manager, Prime Restaurants
UPcellEmployee Rewards Program
Questions ?
Programme de fidélisationSt-Hubert
POWERED BY:
Develop a mobile loyalty program for guests to:
While making it FUN and ENGAGING?
• Increase Guest Frequency• Increase Avg. Check• Increase new trials• Influence and Reward Guests at multiple touchpoints at a variety ofSt-Hubert concepts
Loyalty :: Multiple Touchpoints
32
Mobile Loyalty Benefits
33
There are 2 phones for every person in North America. Rewards, Coupons, promotions have a view rate of 98%
Allows anyone with internet access to join/participate on any device:
Tablet, Phone, Desktop Computer
Frequency, Check Avg, New Trials and Team/Group Sharing are all programs designed specifically to increase restaurant sales.
Always with your
Guests
Web-based Program
Increase Sales
1 2
4Traditional card-based Loyalty programs have no ability for Social Sharing. Turn “Guests into Brand Ambassadors”.
Social Amplification3
PROGRAMS :: Overview
GuestEngine provides integrated programs in
one customizable mobile web-app.
Mobile Coupons, Rewards and Digital Offers
Surveys/Real-Time Feedback
Referral Program
Loyalty Program
Profile Management
Additional Programs:
Team/Group Sharing, Contests, Locations, Online Ordering
PROGRAMS :: Customization
Each tile is customizable in Colour, Image, Size and Position.
OVERVIEW :: Sign Up/Sign In
Customers can Sign Up or Sign In to receive/review their Rewards and Offers.
Sign Up
or
Sign In
Mobile Coupons – My Rewards
My Rewards- Rewards
• Rewards are automated with (SMS) Text-Based or
email notifications when rewards are available, expiring, etc..
• Automated Rewards include:
o Sign-Up/Welcome Offer
o Birthday Offer
o Program Anniversary Offer
o $ value Offers
o % Offers
* any additional Rewards can be added/modified
Customers receive and can review their offers in
the “My Rewards” section.
PROGRAMS :: Mobile Offers
Offers have 2 components: One for the Customer & one for Redemption.
MOBILE COUPONS – POS REDEMPTION
• Guests show their Unique PIN Code to the cashier or Server.
• Each code is unique to each individual.
• Server/Cashier writes down or enters code directly into Maitre’d EDMS
Maitre’d EDMS (External Discount Manager System)
41
42
100 members
30% Redemption
97.7% view rate
Case Study: Mobile Coupon Redemption
%
%
Mobile Loyalty – Track My Visits
44
Loyalty: Tracking Visits
Second integration with Maitre’dEnables a unique 6-8 digit code onbottom of printed guests cheques.
Unique Bill ID code
45
Loyalty: Tracking Visits
46
Loyalty: Social Sharing
47
Social Sharing: Case Study
100 unit USA chain
Refer 5 friends get a freeBowl (Dinner)
15,000 offers referred
60% redemption
17,000 new Facebook Fans generated in 2 weeks (36% growth)
LoyaltyGuest Rewards Program
Questions ?
49
Proceed to live demo