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The Digital Divide and Conquer

  • by: Robin Johnston
  • On: 26, Sep 2017
3 min read

Let's start thinking more like a consumer!  For customers, brick and mortar and digital shopping aren't two totally separate experiences! They are simply two tactics for accomplishing the same goal: purchasing the items they want at the best price point! 

Advance tracking metrics allow retailers to bridge the digital divide to truly change the way they interact with their customers and how consumers interact with brands. Data that drives sales that's how analytics and automated triggered marketing increases ROI.

On the brick and mortar side, the key is to get ahead of customer sentiment when they are on the premises and immediately send offers and suggestions to influence purchasing decisions. Then to continue to send deals to people both before and after they visit the retail location and remarket to them just as they are about to exit the store.

At Bloom Intelligence, we are making big data work to integrate the retail experience for the customer, by using real time intelligence to actually personalize the customer experience and deliver dynamic marketing content!  Ninety percent of consumers keep their mobile phones with them at all times and our marketing automation platform triggers direct communication that grabs customers' attention while they're in the store, drives social media interaction and promotes retention after they leave.

Triggered offers utilize advanced segmentation based upon demographics, presence analytics, and purchasing behavior. Acting on actual customer behavior, Bloom Intelligence automates one-time, repeating and triggered promotions that align with individuals' shopping behavior. Specific triggered promotions can be built around several metrics, such as:

At Risk sends an offer to people who Bloom Intelligence has marked as having broken their regular visit pattern.

Milestone used to send an offer when customers reach predetermined milestones such as their 10th, 25th, or 100th visit. Offers can also be generated annually, for example, on the anniversary of a customer's first visit to the store.

Loyalty creates a virtual loyalty program that works like good old-fashioned coffee club punch cards. Customers will get an offer every time they reach the number of visits specified by the retailer.

Rolling  rewards frequency and consistency based on number of visits and time period set by the retailer (for example, 3 visits in 10 days); an offer is sent when customers meet these criteria.

It's essential to erase the line between the brick and mortar and digital realms by making the overall shopping experience seamless!  That's what automated marketing is all about.

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