"Loyal customers, they don't just come back, they don't simply recommend you, they insist that their friends do business with you." - Chip Bell.
There is a big difference between a satisfied customer, and a loyal customer. This is why implementing a loyalty program for restaurants is so important.
In a world where business owners can collect and leverage data and information, restaurants and cafes have gravitated toward incentivisation to encourage customer interaction. You can name any of the big brands in F&B, and one of the common traits amongst them all is customer loyalty - Nando’s. McDonalds, Hungry Jacks, Coffee Club and the list goes on.
Many incentivise customers to engage with their business by way of loyalty points, targeted discounts and promotions, birthday freebies, social causes, refer a friend etc. More often than not, customers are happy to exchange their details in return for a smorgasbord of enticing rewards.
It’s fair to say that most understand the benefits of a loyalty program for restaurants, but very few have thought through them in detail.
- Know Your Customers
- Attract New Customers
- Retaining Existing Customers
Like we alluded to above, in today’s information age, if you don’t know who your customers are, you’re not doing it right.
And we don’t mean Bob and Jill from around the corner each morning with the cappuccino/carrot cake double, or "our customers are locals in the area”.
We mean: Bob 49, Jill 53, Bob works in construction, Jill in finance, their average transaction is $12.76, they usually visit 4.5 times per week, the last time they were here was yesterday, they are ordering carrot cake less and less the past few weeks, they have referred 3 friends.
Imagine what having this sort of data could mean for your product, service, customer experience, marketing and bottom line.
AIPOS has seen a number of hospitality businesses build a client segmentation after collecting sufficient data with their customers. This includes segmenting by total spend, frequency of visits, product preferences, discount hunters, engagement level etc. This will soon be built in the ecosystem to further support business owners with useful analytics.
We’re in a saturated market, and to many of our prospective customers, one of the most compelling things about our business is often our location.
This contributes to the difficulty of acquiring new customers.
That’s why many businesses leverage their loyalty programs to encourage existing customers to refer new customers. In return, they might receive a free coffee or starter. It’s in our DNA to share our experiences and insights about businesses and their products.
So, all of those amazing hospitality businesses can reap the benefits of this praise through a structured, well thought out loyalty program for restaurants with referral features.
There are self-motivated reasons to start a loyalty program for restaurants, and there are reasons that go beyond monetary or transactional benefit.
When done correctly, a loyalty program has the potential to help you build lasting relationships with your customers. Customers for life.
How far you take this is up to you, but we have always believed that those businesses who do the unexpected, unexpectedly well, are the most memorable. It’s these actions that snowball into a wildly successful loyalty program for restaurants, where all participants are winners.
If you’re interested in starting a loyalty program for your hospitality business, get in touch with the team at AIPOS - the ambitious platform that provides a simple ecosystem for businesses and customers to interact on a whole new level.