Show your customers a clear benefit for giving you their information.
“What’s in it for me?”
That’s the question your customers will ask themselves when you ask them for their personal information. There is a value exchange that needs to happen in order for a customer to give up their personal information – and that value needs to be made clear immediately.
With new technology like tabletop ordering and no-wait apps now available, customers can enter their personal information in exchange for benefits like awards points, flexibility of reservation and not having to wait for a server. In each case, the value exchange needs to be transparent. Customers need to immediately understand that they’ll get access to these benefits or programs in exchange for their information.
Once your customers are willing to give you their valuable information, what do you do with it? First, there is a great opportunity to mine the data and identify customer segmentations.
Analyze the data and identify the commonalities to understand who your key customer segmentations are and what their profiles/personas look like. Start to identify what the lifetime value of your customer is and which groups have the opportunity for a higher yield or an increased check value.
The data can tell you so many stories about what your customers look like and what is important to them – showing you key areas of opportunity from menu items to services.
In addition to the information you can learn about your guests from the personal details that have been shared, there is also an opportunity to customize communication. Leveraging the information your customers have provided, you can now create customized messaging across multiple channels – from the welcome menu on the tabletop ordering device to their rewards email.
There is a great opportunity to tailor the messaging to speak directly to the consumer’s behaviors. For example, if you know that a guest always orders dessert, offer a discounted app to increase check size. Or, if they usually order a kid’s meal, offer a free kid’s meal with the purchase of two entrees. On the same hand, you could also promote a new game to play on the tabletop device.
You can leverage this information without tabletop technology as well by customizing email messaging or targeting the consumer with customized creative on social or in digital advertising – enticing them to come back for repeat visits. Now that you know what your most loyal guests look like, you can leverage that information to build look-a-like targets, find more of them through digital marketing and encourage them to come try your restaurant.
The data can be the key to unlocking the right communication strategy with current guests or building audiences to bring in new guests. It also allows you to have a more personalized communication to drive consideration and repeat visitation.
Once the guests share their information, they are opening a whole new world of insights for you on their behaviors as well as a peak into who else you could be inviting to come join you for their next meal!
Gina Lee De Freitas has 15+ years marketing the restaurant industry. She is the Chief Operating Officer/ Partner at IMM, a digital ad agency.