In today’s crowded and competitive marketplace, it’s important for restaurant owners and operators to not only find new guests consistently but also to keep them coming back.
The key to finding new guests and producing strong guest loyalty is to collect accurate, comprehensive guest data to understand who your most loyal guests are.
Then, you can create targeted marketing and remarketing campaigns to find more of them and keep them coming back.
In this post, we will talk about the various ways to collect guest data to build a large, clean restaurant customer data platform and ways to use it to improve your restaurant business.
Restaurant Customer Data Collection
The first step in collecting restaurant guest data is to incorporate a restaurant customer data platform like Bloom Intelligence.
Once set up and configured, you can begin collecting guest data from many different sources, giving you a 360-degree view of your customer base. Here are several ways to collect your guest data.
WiFi Data Collection
When guests come to your place of business with a WiFi-enabled device like a cell phone or laptop, Bloom can sense the device. Even if guests do not log into your WiFi, the system knows their device is there.
Using this technology, you can gather accurate behavior data insights from guests who are at your place of business.
When guests do log into your WiFi, you can collect much more data, including their contact information like their email address or mobile number. Then you can begin creating remarketing campaigns to keep them coming back again and again.
When guests log into your WiFi using a social media platform like Facebook any shared data from that platform will be added to that guest’s profile. This gives you data such as their name, gender, birth date, postal code, and even their profile picture.
Likewise, using progressive profiling, you can ask them for a different data point every time they log in. Over time you’ll gather data such as their:
- Postal code
- Mobile number, and more.
Using this data, you can create extremely targeted marketing campaigns that will speak to each guest on a more personal level. This will drive more engagement with your messaging and build more revenue for your business.
Website Data Collection
When current and potential guests visit your website, you can use it to collect guest data. Bloom Intelligence can give you a small piece of code to place on your website that will display a small, unobtrusive signup form for your newsletter or special promotions.
When website visitors fill out the form and submit it, their data immediately goes into your restaurant customer data platform.
From then on, if they log into your WiFi, or order from your online ordering platform, Bloom will recognize that particular guest. It will then begin adding behavior and purchasing data to their guest profile.
Online Ordering Data Collection
Restaurant online ordering has become very popular over the last several years. According to Zippia, online food ordering has grown 300% faster than dine-in since 2014 and now accounts for roughly 40% of total restaurant sales.
Likewise, 60% of Americans order delivery at least once per week and the average American spends $67 on takeout per week.
If you use an online ordering system like Olo or Oracle’s GloriaFood, then you can collect even more guest data. When guests order online, they can be required to enter their email and/or phone number.
This data is added to a customer profile for the guest. Purchasing behavior is also included.
Using Bloom’s automated marketing tools, you can trigger email marketing campaigns with rating requests, surveys, offers, and more.
Reservation System Data Collection
If you have a reservation system, it’s easy to upload the data you receive into the Bloom customer data platform.
Bloom creates customer profiles for each guest, and if they are already in your platform, then Bloom will recognize them and continue building their profile.
POS System Data Collection
As guest orders are entered into your POS system, Bloom is able to update each guest’s profile with transactional data when associated with a marketing offer.
This can be done through an integration, or the data can be easily uploaded into the system.
This will provide deep insight into the ROI of your marketing campaigns, giving you the ability to optimize over time.
Online Review Site Data Collection
When a guest responds to a survey or leaves an online review, they can be pulled back into Bloom’s restaurant customer data platform. It’s a great way to see all reviews from Facebook, Google, and Bloom surveys all in one place.
The reporting in the reputation management allows you to easily see your rankings data, as well as spot trends over time.
It also contains a word cloud which allows you to easily get a picture of guest sentiment. You can see what your guests love about your restaurant, or what could use more work.
Discover Bloom Intelligence – Your Guests Will Love You For It
With Bloom, you’ll have a complete 360-degree view of your guest base. Then you can use the data to improve marketing and operations, save time, and increase guest lifetime values.
If you are ready to start collecting your own first-party guest data, you need to give Bloom Intelligence a look.
Not only will you be able to automate your restaurant email marketing, but you can also use Bloom to unlock valuable guest insights, improve your ratings and reviews, identify and bring back lost guests, and so much more.
You’ll feel confident as you make solid data-driven decisions. You’ll drive company growth and build a much larger base of loyal guests.
With the amount of competition out there, Bloom can give you a strong competitive advantage and ensure lasting success.