Now that the COVID-19 shutdown orders are being lifted across the country, restaurant owners and operators are faced with a new challenge – getting customers back through the door.
Unfortunately, it isn’t as easy as placing an “Open” sign in the window.
In these ultra-competitive times, you need to have an advantage that will set you apart from your competition.
Many restaurants and retail companies spend a lot of time and effort courting customers.
Resources, finances, and considerable thought go into attracting, drawing, and eventually converting visitors into loyal customers.
However, many companies do not evaluate one of the most important metrics for their locations: how long visitors dwell on property.
Dwell time can be defined as the amount of time that guests spend inside a store or restaurant. Some people also refer to dwell time as “visit length.”
Bloom Intelligence allows businesses to easily track dwell times to improve their operations and increase profits.
Restaurants and retail companies alike are finding it increasingly necessary to grow customer bases, improve customer conversion rates, and meet customer expectations through agile adaptations to consumer demands for efficiency in every transaction. As digital payment ecosystems evolve, drawing from high-stakes environments where speed builds loyalty, instant payout casinos exemplify how immediate fund releases can turn one-time visitors into regulars by minimizing wait times. This principle carries over to everyday operations, where streamlining point-of-sale systems and reward redemptions fosters similar retention, ultimately bolstering competitiveness in fast-paced markets.
But why should businesses care about dwell times?
Many restaurants place a high amount of importance into turning over each table two to three times each night.
The more guests that dine at a specific place, the more revenue a location will receive.
Similarly, when retail customers can easily find what they are looking for in a retail location, the more room a store will have for guests entering to shop.
According to Vend, retailers process an average of 482 transactions per store every month.
The more guests can comfortably browse a store over a specific timeframe; the more revenue retail stores are likely to receive.
If customers have to wait outside of a location or within a line for too long, they’ll leave.
The better that dwell time flows, the more conversions a specific place is likely to receive.
If a location advertises a quick shopping or dining experience, it’s essential to track the delivery of these expectations.
Likewise, if a place touts exceptional and higher-priced experiences, short dwell times could signal a failure to meet expectations. Additionally, short dwell times could indicate poor conversions.
According to Toast, 51% of restaurant operators name staffing as a top challenge to success.
Proper evaluation of dwell times can better enable restaurant owners (and retail owners) to determine staff schedules based almost explicitly on peak traffic times.
Better timeclock management can allow operators to manage staffing budgets more wisely, resulting in better money management.
With Bloom Intelligence, dwell time tracking enables businesses to gauge how long customers are visiting. This feature can provide valuable insight into what is and what isn’t working.
If customers are spending more time on property, they are likely to spend more money.
The longer a customer is on the premise, the better for business.
The list of benefits and reasons for improving and evaluating dwell time is considerable.
Dwell time analytics can help isolate potential problems, which can positively impact the entire business.
Devices, such as cellphones, allow for Wi-Fi detection.
These devices acquire data within a specific Wi-Fi broadcast radius.
The devices detected are registered and denoted as a “visitor” in the Bloom Intelligence dashboard system.
Businesses can track and monitor this data to determine metrics such as the duration of visits and new visitor rates.
Bloom Intelligence catalogs, structures, and monitors data and divides results to produce daily, weekly, monthly, and even all-time perspectives.
Merging these metrics with the duration of visit times creates the average dwell time, resulting in better management insights.
It is increasingly essential for companies to track which marketing strategies work and which promotions are the most effective.
Owners can utilize data from Bloom Intelligence to improve customer experience and reveal where businesses can grow.
“Information is power, particularly when the competition ignores the opportunity to do the same.” ~ Mark Cuban
If your competition is benefiting from Wi-Fi technology, can you afford not to? If your competitors are not using Wi-Fi technology, can you afford not to? Whether it is about keeping up or getting ahead, Bloom Intelligence can deliver insights to improve your business. Now that’s power!
Coronavirus has certainly created a devastating economic impact on the restaurant industry.
However, it is how restaurants choose to move forward that counts.
It is a new dawn for restaurant and retail owners and operators around the world.
In the United States, restaurants and retail locations that have been closed for months are finally able to open their doors again.
Customer churn, also known as customer attrition, isn’t an isolated event. It’s a process that can start at any time, from when a potential customer first discovers your place of business, to when they finally become a repeat customer.
Your company’s strategy to combat customer churn must work similarly, providing an end-to-end solution — and it all starts with your data.
Marketing and business technology solutions continue to advance at a rapid pace. Today’s marketers are enjoying an excess of tools and solutions to utilize when creating, executing and measuring their multi-channel marketing campaigns.
As the world navigates the COVID-19 pandemic, restaurants and retail businesses are doing everything they can to stay afloat until they can re-open their doors for on-premise dining again.
During these uncertain times, it is extremely important to continue communicating with your loyal customers and growing your customer database as quickly as possible.
As the Coronavirus continues to spread across the world, there is just no way to tell when restaurants and retail locations can open their doors to on-premise customers once again.
Because of this, businesses have been forced to change the way they think about keeping their revenue stream alive. For those who have the ability to maintain an effective curbside and/or delivery model, it is crucial to turn to their most powerful, yet low-cost, marketing tool – their customer database.
In today’s connected world, positive customer ratings and reviews can be one of the most valuable and powerful customer acquisition and marketing tools for your restaurant business. If you’re currently not paying attention to your ratings and reviews, take a look at our post, Why Every Restaurant Should Care About Customer Ratings, to discover the potential revenue you’re undoubtedly leaving on the table.
Why are loyal customers important? It seems like an easy question to answer, but not all restaurant owners and operators understand how costly it is to lose, and then have to replace, their customers. Plus, companies may be doing irreparable harm to their brand if they aren’t recognizing why customers aren’t loyal to their brand.
Many restaurant marketers underestimate the importance and value of their loyal customers. Others recognize the importance, but struggle to find a way to track customer loyalty and reward their loyal customers.
Acquiring and keeping loyal customers is critical to the success of nearly every business. Of course, it is not always easy, especially with the amount of competition in the restaurant industry in 2025. Marketers can’t deny the importance of capturing the hearts and wallets of millennials, whose purchasing power is hit nearly $1.4 trillion in 2021. Yet, millennials, and those following behind them, are a new and challenging type of customer to engage.
The real trick is in customer retention. This comes down to, among other things, customer service, access to information, brand recognition and special perks for repeat customers. According to one digital marketing company, sixty-six percent (66%) of customers switch brands because of poor customer service. Likewise, fifty-eight percent (58%) will never do business again with a company after a bad experience.
Conversely, over seventy percent (73%) of customers will fall in love with a brand just from friendly customer service representatives. And, access to information will capture the hearts of fifty-five percent (55%) of customers.
Then, there’s the wallet factor. Many customers are simply looking for the best deal. If one company isn’t offering it, loyalty to that company isn’t going to keep them from shopping elsewhere. Of millennials aged 20-34, sixty-eight percent (68%) would switch brands to get more program rewards.
Brand recognition is also important in 2025. This may be due to people wanting to feel like the brand they love is loved by their peers. In the same way millennials turn to social media for personal reinforcement (hence, the popularity of status-sharing and selfie-taking), they also look for this with regards to the brands they choose to do business with. It’s no surprise that brand recognition is just slightly behind quality as the most important driver of brand loyalty for millennials.
Loyal customers provide the foundation for a profitable and successful restaurant business. These valuable customers not only help a company grow quickly when times are good, but they also help companies stay afloat when times are tough. Loyal customers are your best brand advocates. And, they show their loyalty through their wallets, buying more and buying more often.
A loyal customer also costs a business less. Once acquired, the company has spent what they need to spend upfront (at least for the most part). Losing that customer means having to replace them, and paying the costs of client acquisition all over again. Loyal customers will stay up to date on the brand, find answers to questions, and are willing to spend their social capital on the brands they love.
Sip on this. Coffee is ubiquitous. It’s cheap and you can find it anywhere. To many, it “all tastes the same.” Yet, a loyal customer will not only bypass a closer, more convenient shop, but they will bring their friends in, set up business meetings there, join the loyalty program, post Instagram photos of their cup o’ joe, and put up with a long wait or a mixed-up order. They’ll even tote around your branded tumbler if they really love you.
Yet, because of the prevalence of quality coffee shops, with an instance or two of poor service, a rise in price, or the growing popularity of another nearby shop, loyal customers may well be out the door. Because the lifetime value of a customer is tied to business success, monitoring customer loyalty metrics is a good way of keeping an eye on the overall health of the business.
Here are some customer analytics metrics to which companies should pay attention.
In some ways, hotels have it easy in the brick-and-mortar space. Each time a customer visits, they make a reservation. So, it’s fairly easy to know how many times a customer returns. For a retail store or restaurant, this isn’t so easy. However, with a quality Wi-Fi analytics platform, it can easily be done.
Every cell phone has a unique identifier known as a MAC address, and your Wi-Fi hotspot can use this to identify individual customers, whether they log into WiFi or not. Every time they visit the store, the device will be recognized and those visits can be counted. If you find that customers are not returning very frequently, you can work to address this with your marketing. Over time, you can also create buyer personas so that you better understand individual customer patterns and customize your marketing, accordingly.
Customer loyalty programs are important to perk-driven millennials. Wouldn’t it be nice to know how many customers who are presented with the opportunity to join your customer loyalty program sign up? If you were to introduce the program with a seamless sign-up process as your guests log into your free wireless internet, you could have that data.
If you find that you’re struggling to get customers to join the program, you could survey your Wi-Fi users about what they look for in a loyalty or rewards program. All you need to do so is implement custom messaging on your Wi-Fi connection landing page. Or, offer a discount for signing in to the internet with an email. With that email address, you can invite them to join the program, reminding them of all the benefits they will receive.
Churn rates and customer loyalty go hand-in-hand. If customer retention is low, it is indicative of a problem with the company’s ability to build and maintain loyal customers.
One way to track the churn rate is to track how much traffic fails to return to the location after they visit. In tracking this metric, it is equally important to know the personas of the customers, so churn rates aren’t calculated as higher than they truly are. Having the tools to identify and understand individual dining habits provides more accurate data.
Marketers can employ various tactics to avoid losing customers and improve customer retention. One way is to quickly and effectively manage feedback. Online reviews are becoming ever more critical to solicit and digest, as they can be a key indicator of why a company’s churn rate is higher than it should be.
Easily deployable tools such as a Wi-Fi marketing platform can provide guests with the opportunity to give instantaneous feedback, with the capability to send negative feedback to your customer relationship management team and positive feedback to online review websites.
A net promoter score tells a business how likely their customers are to recommend your product or service to others. This is an important component of customer analytics. If few of your customers are willing to tell others about your brand, you may lack the base of loyal customers you need.
Tracking net promoter scores can be particularly easy if you offer free Wi-Fi at your locations. When someone logs in, you can present the user with the question of “how likely are you to recommend our business to others?” You could even consider requiring that customers answer this question before they connect. With the response data, you can start to understand this important metric of customer loyalty.
If your net promoter score is low, you can consider what next steps you need to take to boost the experience your customers have. Consider increasing opportunities for your customers to “bond” with the brand. Host “limited-space” events, dedicate time to “like” and “share” photos your customers post on Instagram and Facebook, train your employees on ways to remember customers and their “usual” order.
One cannot overemphasize the importance of finding a tool that can track these key customer loyalty metrics. Such a tool can help operators maintain a profitable and thriving business and can give marketers extra ammunition to fight brand wars. A Wi-Fi marketing and analytics platform that complements the free internet a business already offers to its guests is one tool to seriously consider.
