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

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Individual CustomersIdentify

ASK FOR INFOINCENTIVES

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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

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EMAIL SIGNUP

Email Collection

• Web Sign Up

• Social Media Sign Up

Options

• Ask customers to refer

friends

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TEXT OPT-IN

Mobile Number Collection

• Text-to-Join

• Promote heavily in all signage

print

• Cross-promote email sign up

Of texts are read within 1 hour.

SMS is preferred communication

method for under 2583%

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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

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PROMOTION

Be Clear About

Benefits!

• What do I get now?

• What do I get after

enrolling?

• What do I get long

term?

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In-Store Publicity• Signage at register

• QR Code

• Script your staff

• Staff Incentives

• Box Toppers, To Go

Menus, etc.

PROMOTION

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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

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• Pull a list of customers

who ordered online

• Collect emails with

WiFi

• Marketing data in your

POS

EXISTING DATA

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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

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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

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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

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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

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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

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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

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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

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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

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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!