• WiFi Analytics

Restaurant Customer Data and Marketing Segmentation

by: Ron Zvagelsky On: December 12, 2018
4 min read

When executing effective brick-and-mortar offline marketing campaigns, WiFi analytics can be the missing link that marketers have been searching for. This is especially the case for restaurants, coffee shops and other retail locations.

world of beer case study customer intelligenceMarketers know that to succeed in today’s marketplace, campaigns must be built upon accurate, comprehensive data about your customers. The problem for most marketers lies in exactly how to gather the necessary data and then arrange it into useable customer profiles.

Gathering information about customers in your demographic groups can be challenging and expensive, but it doesn’t have to be! (more on that below)

It is, however, extremely important because it can help you identify where the highest-potential opportunities are in your market and help you build creative strategies and targeted WiFi marketing campaigns. The issue for many companies is finding this information in a safe, secure, unobtrusive, and inexpensive way.

Gathering the Data

There are many websites that publish demographic and psychographic data, such as the American Fact Finder from the U.S. Census Bureau, or the Consumer Expenditure Survey found on the U.S. Bureau of Labor Statistics website. But these types of sources only provide overall population demographics — not necessarily those who are in your target audience groups.

So how do you find this data for those who are most likely to be your actual customers? You get it from your actual customers through market research. Market research companies, however, can be very expensive. According to market research company CSR, a 90-minute focus group of 8 consumers can cost nearly $6,000, and personal interviews can cost around $325 per person. According to another market research company Hosted Survey, the cost for completing 200 phone surveys can vary between $5,000 and $15,000, and mail surveys cost between $5,000 and $7,000.

You must also realize that the data you get from these strategies is simply a snapshot in time of how consumers felt at the time of the survey. If you ever want updated data, you’ll have to keep purchasing it.

Do It Yourself

You can ask your customers to participate in surveys and questionnaires directly, without the help of a market research company. This will give you that same detailed insight into your customer base and allow you to build customer profiles for these consumers. While this is much less expensive than hiring a company, it is extremely time consuming, potentially off-putting for your customers, and the data collected must be processed into a useable format.

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While this gives you a great look into your customer base, you’ll still only be seeing an extremely small sample size. This will decrease the accuracy of the data and you could still end up wasting money in your marketing efforts by targeting the wrong people with the wrong message.

Another way to gather customer data is to obtain the information about those who are visiting your website. This can easily be done using a tool such as Google Analytics. You can also gather information from people when they download your company’s mobile app or sign up for your loyalty program. But this is still just a very small portion of your customer base, and the specific data points you can collect from these sources can be limited.

Fortunately, there is a much less expensive way to gather true market data, in real time, from a large sample size of your actual customers.

WiFi Data Collection: WiFi Analytics

A powerful way to get comprehensive data from a very large sample size of your actual customer base is by using WiFi technology. This method uses your WiFi access points to “watch” customers at your physical location, collecting anonymous data and measuring their behavior without them having to log into your WiFi.

If they do log into your WiFi you can begin gathering even more of the demographic and behavioral information necessary for successful marketing campaigns. Your WiFi analytics and marketing solution will remember each visitor, based on the unique ID of their mobile device, and the data it has collected about them. This way you can not only track things like age, gender, dwell time and visit time, but you can track things like customer repeat rates, first time visitor return rates, churn rates, and more.

This also opens up the door to a very effective strategy. Now physical locations, such as restaurants, cafes and retail shops, can passively collect meaningful, deep customer data and store it in a customer hub. The data can come from a variety of sources – WiFi sensors, BLE sensors, WiFi landing pages, online sources, social media channels, and Point of Sales systems.

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Your customer hub should be able to easily and permanently store all of the data and allow you to see a graphical representation or table of all of the data.

Now you can learn who your customers really are, and you’ll be able to create much more effective data-driven marketing campaigns to your newfound customer segments. Just imagine the amazing potential your marketing efforts will have when you have access to this kind of valuable and detailed information.

It is all done for you, behind the scenes, and laid out in an easy-to-understand graphical dashboard. You can start building detailed customer profiles without lifting a finger. You’ll be able to start defining your customer segments and ideal customers and begin your marketing and promotion to each of those segments immediately.

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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

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

Atlanta Bread Company

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

Atlanta Bread Company

“They have always been attentive through whatever needs and questions we have.

They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

Matt Thompson, Managing Partner

Madison Social

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

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