• Restaurant Marketing

Bricks and Mortar: How to Attract Repeat Business from Millennials

by: Robin Johnston On: February 20, 2018
4 min read

Bricks and Mortar- How to Attract Repeat Business from Millennials.jpgIf you have a retail store, restaurant, or other brick and mortar business, you depend a great deal on repeat customers. It can be particularly challenging to motivate millennials to return consistently to your business. Millennials move at a fast pace and grabbing their attention can be difficult in today’s hyperconnected world. This requires a well-conceived marketing strategy that understands their behavior and preferences. Here are some of the best ways to get more repeat business from millennials. 

The Importance of Repeat Customers

Every business owner wants loyal customers who frequently return. However, not everyone fully appreciates just how valuable such customers are. Research indicates that repeat customers typically account for most of a business’s total revenue. Once someone is in the habit of returning to your place, you no longer have to spend as much money convincing him or her to come back. Such customers are more likely to refer their friends to your business. These are just some of the reasons that it makes sense to prioritize your returning customers.

Reach Millennials on Their Devices

The line dividing online and offline is getting thinner all the time. Today, it’s essential for brick and mortar businesses to have a website as well as social media pages. If you want to attract millennials, it’s equally vital to connect with them on their smartphones with mobile apps, email, social media, and other online tactics. Nielsen reports that 98% of millennials between 18 and 24 and 97% between 25 and 34 own smartphones. If you want to appeal to younger customers, you have to connect with them on the platforms they’re using.

Track Your Customers

The first step in attracting more repeat customers is to track the behavior of people who enter your business. Many businesses only know this in a casual manner, as when they recognize familiar faces. You need a more reliable and systematic way to keep track of returning customers. One of the best ways to do this is through Wi-Fi sensor technology. Many of your customers, millennials, in particular, are likely to boot up their devices when they spend time in your space. With Wi-Fi analytics, you can be notified whenever someone logs in using the same device more than once. This is an efficient way to measure repeat business.

Apply Triggered Marketing

Online marketers who send out emails and social media messages know the value of timing their communications. They study analytics about when people are most likely to read emails, Facebook posts, and other content. Most marketing by brick and mortar businesses, on the other hand, doesn’t account for customers’ current locations or daily habits. A newspaper ad, for example, is read whenever the reader happens to see it. Triggered marketing helps you increase engagement by connecting with customers at strategic moments and places. With the help of the aforementioned Wi-Fi analytics, you can encourage your young customers to return by sending them timely offers.

For example, if someone eats dinner at your restaurant every Friday night and logs into your Wi-Fi, you can send him or her a coupon for a free entree that may entice him or her to try new dishes and return more often. If you have a salon, you might have a customer who comes in every few weeks for hair styling. Before her next appointment, you could send a coupon promoting another service such as a manicure or massage.

Observe, Measure, and Improve

If you want your millennial customers to return to your business, make sure you’re constantly looking for ways to improve.

  • Analyze your data. Track all of your results, whether from your website, social media campaigns, or emails. Always look for ways to improve your results. Split test elements such as headlines, subject lines, graphics, and layouts.
  • Ask their opinion. Millennials love to tell you what they think. So ask them, whether it’s on social media or printed surveys that you hand out at your business.
  • Reward and loyalty programs. These are familiar techniques but still effective, especially if you offer people discounts on products they highly value.
  • Practice empathic design. While traditional analytics (which, as we just discussed, you should definitely study) focuses on the internet, empathic design is about observing customers in the real world and looking for ways to enhance their experience. Could you make the layout of your cafe or restaurant more comfortable? If you have several types of chairs, which do people prefer? Could you improve the atmosphere with a different type of lighting? These and other design elements can affect customers’ behavior and whether or not they return.

Don’t underestimate the value of repeat customers. They are the bedrock of your business. Millennials are a fickle group, always looking for the latest, the best, and the hippest whether it’s coffee, beer, pizza, or fashion. If you want to attract repeat business from this group, you have to be ready to constantly up your game. {{cta(‘dd239719-d8af-4417-a078-fd3a1900337c’)}} 

Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here


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