Restaurant and retail owners and operators have plenty of ways to collect customer profile data – official U.S. data sources, market research companies, WiFi data collection, or even DIY surveys and questionnaires.
Regardless of how data is collected, there are tools to use customer info, increase ROI, and improve operations.
Some tools will collect more detailed data for you, in real-time, using WiFi marketing technology. WiFi marketing can reduce data collection costs and provides a larger sample size of actual customers.
Understanding customer segments and how groups behave can create creative and effective online campaigns for websites, mobile apps, and other online advertising channels, such as Google or Facebook.
WiFi analytics can uncover where customers are online and offline, appealing to their interests when and where it's convenient for them. In turn, managers can focus on effective marketing.
These analytics can provide a more in-depth understanding of what kind of information appeals to guests and which questions and pain points they have.
This information makes it easy to create high-quality content for websites, social media channels, email campaigns, and offline marketing efforts. It also provides insight as to how to optimize brand presence through testing.
Customer profile data can provide the ability to execute innovative data-driven ideas. It can help better manage purchasing and staffing, and it can encourage better decisions on special events and promotions.
WiFi analytics and marketing platforms can passively collect customer data and create detailed customer profiles. But that's just the beginning.
As customer profiles are built, WiFi marketing tools can create one-time, regularly-scheduled, and behavior-triggered marketing campaigns. Marketing can perform in real time, based on customer demographic and behavior data.
Here are examples of triggered campaigns:
An automated email thanking customers for visiting and letting them know that they will receive additional emails for offers and/or news.
An automated email that gets sent out when customers break their loyalty pattern. This can include a one-time loyalty offer, and is very helpful in ensuring customer retention for at-risk customers.
An email that can be automatically get sent out after a customer visits to ask for their feedback. Positive responses can receive a follow-up automated message to visit a review site.
Negative messages can receive a message about making sure their next experience is better and appreciating their feedback, with an optional one-time offer to win back their business. This can be set to go out every few visits so that your customers are not overwhelmed by receiving a message every time they come to your location.
An automated email that can be sent out on the anniversary of either each customer's first visit or the visit on which they first used your WiFi with a thank you message or an incentive to come back.
An email that can be sent out after a custom amount of visits (every 3 visits, 5 visits, 10 visits, etc.) sending a thank you incentive for them to come back.
Triggered messages get sent based on milestones, loyalty, registration, at-risk potential, good or bad customer ratings, and more.
The WiFi marketing concept is easy to master and can create significant returns.
Increasing customer frequency, spending, building customer loyalty, increasing bottom lines, staying ahead of the competition, and continually improving are potent and effective ingredients for restaurant and retail business success.
Take a look at the free guide: Understanding the Power of Customer Profiles.
If you own a restaurant, coffee shop, bar, or any other location-based business, you're probably looking for ways to inc...Read full article
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