In the hospitality industry, particularly in the restaurant sector, understanding and connecting with your guests is the cornerstone of success.
As the restaurant industry evolves with technology, the ways in which establishments can interact with and understand their guests have expanded. Capturing guest data is no longer a simple sign-up sheet at the counter.
Instead, modern restaurants use a combination of tech-savvy methods to gain insights into their customer base.
Here, we explore various channels through which restaurants can collect guest data and how to leverage this information for segmented targeted restaurant marketing campaigns that drive higher ROI and ultimately, more revenue.
Collecting Guest Data
Collecting guest data is integral for businesses aiming to personalize their offerings and enhance guest experiences.
Various methods can be employed to gather this invaluable information, however the simplest way is to utilize the power of a restaurant customer data platform (CDP) that can gather the data automatically and aggregate it into one easy platform.
Using a CDP, you can gather rich, clean guest data in these various ways:
Offering free WiFi is now a standard in many restaurants. A login page, also known as a captive portal, can request basic contact information, such as an email address, which then can be used to send marketing communications. Additionally, WiFi systems can often track the frequency of visits, allowing restaurants to identify and reward regulars while discovering their churned guests.
Online Ordering Platforms
When customers place orders through an online system, restaurants can record their menu preferences, ordering patterns, and typical spend. This data is a goldmine for creating personalized offers and understanding which dishes are hits.
Online Reservations Platforms
Reservation systems like OpenTable provide insights into dining habits, special occasions, and even guest feedback. They also make it easier to remember guest preferences for future visits, creating a personalized experience that encourages loyalty.
By incorporating forms for newsletter sign-ups, contact inquiries, or even blog subscriptions, restaurants can gather a variety of data points including name, email, and interests.
Modern Point-of-Sale systems are more than just cash registers. They are comprehensive data collection tools that track sales patterns, item popularity, peak times, and individual guest spending habits.
Loyalty programs can track what guests buy, how often they visit, and what promotions they redeem. This information is critical in tailoring loyalty rewards that resonate with guest preferences.
Harnessing Guest Data for Targeted Marketing Campaigns
In today’s digital age, generic marketing campaigns often fall on deaf ears. The consumers of today, more informed and discerning than ever, gravitate towards brands that recognize and cater to their individual preferences.
For restaurants, guest data stands as a powerful tool in designing marketing campaigns that genuinely resonate. Here’s how restaurants can harness this data for more precise and impactful outreach.
Understanding the Customer Profile
Before launching any campaign, it’s crucial to understand who your customers are. Guest data can reveal:
- Demographic Information: Age, gender, location, etc.
- Behavioral Insights: Peak dining times, reservation habits, or feedback.
- Contact Information: names, email addresses, phone numbers.
With this composite profile, restaurants can craft campaigns that appeal directly to their core audience’s characteristics and preferences.
Guest data, when used strategically, can transform marketing campaigns from broad-strokes to finely-tuned works of art. It bridges the gap between restaurants and their patrons, fostering loyalty, increasing engagement, and ultimately driving business growth.
By understanding and acting on guest data, restaurants can navigate the competitive landscape with agility and precision, ensuring their messages hit the mark every time.
Once you’ve gathered a sufficient amount of guest data, the next step is segmentation. This involves dividing your customer base into distinct categories based on shared characteristics.
These categorized groups are often referred to as customer segments or buyer personas. Equipped with this insight, you can design marketing campaigns that are meticulously tailored to align with the unique characteristics of each segment.
The act of dividing a customer base into specific clusters based on shared demographics or behavior patterns is termed customer segmentation.
This data serves as a roadmap for restaurant marketers, aiding in the creation or refinement of marketing initiatives, ensuring a personalized guest experience both online and in physical locations.
Furthermore, this data is instrumental in evaluating the potential success of new offerings, be it services, products, or menu additions, before they’re introduced to the public.
Tapping into these advantages can amplify ROI and bolster your overall profitability long term.
ROI Improvement through Segmentation and Personalization
Why should you segment your customer base? The answer is simple.
Segmented, targeted marketing is much more effective in terms of engagement and ROI. Here are some examples:
- An article from CMO.com stated that targeted advertisements are, on average, almost twice as effective as non-targeted ads.
- eConsultancy.com reported that 74% of marketers say targeted personalization increases guest engagement.
- In a study by The Direct Marketing Association, segmented and targeted emails generated 58% of all marketing revenue. And 77% of ROI comes from segmented, targeted, and triggered campaigns.
The major benefit of executing targeted personalized marketing campaigns is that you are sending your message to guests who are more likely to engage and respond.
With the ability to collect guest data like contact information, demographics, physical behavior, guest ratings, purchasing habits, and other targeted information, you can deliver this type of highly effective messaging to help your business grow.
The ultimate goal of collecting guest data is to improve ROI by driving more business and enhancing the guest experience. By segmenting and personalizing your marketing campaigns:
- Higher Engagement: Personalized emails have been shown to have higher open and click-through rates than generic ones.
- Increased Loyalty: Recognizing and rewarding a guest’s preferences can foster loyalty and repeat business.
- Efficient Spending: Instead of blanket marketing campaigns, targeted efforts ensure that marketing dollars are spent more efficiently, reaching those most likely to convert.
- Enhanced Experience: By understanding and catering to individual preferences, restaurants can provide an unmatched dining experience, leading to positive reviews and word-of-mouth referrals.
When you use customer segmentation and launch targeted marketing campaigns, your guests recognize the personal touch in your communication.
Modern customers demand personalized advertising, marketing, and messaging. When they experience this personal touch, their engagement rises, strengthening their loyalty to your brand.
As customers connect with your tailored message and engage more, they’re much more likely to revisit your store.
Bloom Intelligence provides an affordable yet potent solution for this. If you aim to foster greater guest loyalty and expand your business, then Bloom Intelligence’s restaurant marketing platform is the answer you need.
Discover Bloom Intelligence
Bloom Intelligence is an AI-powered restaurant marketing platform that includes a powerful customer data platform, automated data collection, marketing automation, and reputation management tools.
Guest data is collected from many different sources and aggregated into one single platform, making it simple and easy to analyze and segment your restaurant’s guest personas for your restaurant digital marketing.
Data is collected from sources like WiFi logins, online reservation systems, online ordering platforms, POS systems, website forms, social media and more.
Bloom makes guest data collection effortless, allowing you to quickly execute the strategies listed above, saving you time, increasing customer lifetime values, attracting new guests, improving your reputation, and boosting your bottom line.