Restaurant marketers are intrigued by marketing concepts used by digital businesses and larger companies. Still, they are also frustrated that those concepts have been mostly inaccessible because of the limitations of brick and mortar customer tracking.
For instance, restaurant marketers are frustrated by not being able to leverage behavioral segmentation in their marketing. With tools like Wi-Fi marketing platforms, however, marketing based on behavioral segmentation is now possible for companies with brick and mortar businesses.
Behavioral segmentation is a form of market segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. Behavioral segmentation for restaurants drives marketing strategy because it allows marketers to target specific groups based on actual consumer buying behavior.
The behaviors most often tracked for purposes of customer segmentation are knowledge of the product, attitude towards the product, how, when, and how often the customer uses the product, customer loyalty to the product, and the benefits sought concerning the product.
Digital businesses leverage behavioral segmentation in their marketing and product development in myriad ways. For example, the company may look at where their customers come from--Google search, Facebook, a referral link, or another online avenue--and what products they view or buy. Based on this information, the business can decide which channel might be the best for advertising certain products to a correctly identified market segment.
Brick-and-mortar businesses, including restaurants, can also realize advantages by incorporating behavioral segmentation into their marketing and operational strategies.
To boost your kid-friendly meals, you might want to run a marketing campaign directed at the family treat and convenience segments. Understanding the motivations of these segments can drive the campaign by focusing the ads on your clean, friendly, and fun environment, comfortable to eat food, fast service, and the excellent value of the food.
To incorporate behavioral segmentation into restaurant marketing, marketers need to understand their customer’s behavior. They need a way to track customer purchasing behavior, visiting behavior, and preferences related to their products and their industry. For some generalized information, reviewing yearly reports from the National Restaurant Association can help you start. Many other websites and videos are available to help restaurateurs understand their market segments better.
But above all, you need location-derived data. In-house surveys, customer loyalty metrics, loyalty program participation, and daily restaurant traffic should be measured and analyzed. Concerning the take-out example used above, you may not have a POS system that distinguishes between take-out and dine-in orders. So, you need another tool to help you track that data. Likewise, you want a tool that can help you grab customer email addresses, ultimately linked to visiting and purchasing behavior and customer loyalty. You can roll out ads and promotions directed to the appropriate consumer segments.
Ultimately, it would help if you had a solid baseline of useful customer analytics data to benefit from behavioral segmentation. A state of the art data tool, such as a Wi-Fi marketing platform, can help capture this data. Distinguish the guests that dine at your restaurant from those who pick up a take-out order, all without a new POS system.
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