COLLECTING GUEST DATA TO GROW YOUR BUSINESS

Collecting Restaurant  Guest Data

Perhaps the most crucial component of restaurant business growth is the ability to collect and analyze actual guest data, and then use that information to increase revenue and lower costs.

The restaurant industry is more competitive now than it has ever been. In today’s world, it is vital to be top-of-mind with your guests and stay ahead of your competition.

For brick-and-mortar businesses, having a powerful marketing strategy is the best way to not only find new guests but to keep them coming back again and again. Likewise, it can help you improve online ratings and reviews, and find and bring back lost guests.

For restaurant owners and operators, email marketing remains one of the most potent ways to get your messages to them.

Therefore, the first step in a powerful and profitable marketing strategy for restaurant locations includes the collection of guest data into a well-structured CRM database or (customer relationship management database). Also, it is critical to collect this data in a low-cost, passive manner.

Here are the ways Bloom Intelligence can allow restaurant owners and operators to collect comprehensive and clean guest data at pennies on the dollar compared to any other data collection services.

Physical Location Analytics – WiFi Guest Data Collection

With Bloom, the collection of location analytics, also called presence analytics, couldn’t be easier.

Using your WiFi access points, Bloom collects & analyzes anonymous guest behavior data whether they log into your WiFi or not.

Anonymous Guest Data

The moment your software is installed and configured, you will begin seeing guest behavior data populating your Bloom dashboard.

Again, even if guests do not log into your WiFi, the system will still know that they are there.

Their behavior such as dwell times, return rates, visit days, and times, your guest’s churn likelihood, and more will be measured and represented to you in your Bloom analytics dashboard.

To clarify, these data points are entirely anonymous. No personally-identifying data is collected. Bloom does not know who the guest is at this point.

For instance, we only know that they (and their device) are at your location, and what they are doing at your site.

This data will give you the information to create a baseline of your guests’ behavior at your location, and how this changes over time.

It is just like website analytics but for your physical location.

In addition, when you combine your guest’s behavior data with the association of individual customer profiles, you can trigger marketing messages automatically.

Imagine automating an offer designed to identify and win back lost guests, or sending a guest a survey after they leave your location.

So, by measuring your guest’s behavior, and tying it to marketing and operational campaigns, you can generate more revenue, build guest loyalty, improve online ratings and reviews, and measure the performance of all campaigns down to someone walking back in your door.

Restaurant Customer Profile Collection

Bloom offers another powerful way to improve your marketing strategy, increase guest spending and loyalty, and save on advertising and operational costs.

When your guests visit your physical location and decide to log into your WiFi, then even more powerful and profitable data can be collected.

When they first attempt to access your WiFi, they will view a WiFi landing page, or captive portal, where they are required to enter specific information before gaining access.

This data includes things like name, email, phone number, zip codes, and birthdays.

By clicking on “submit,” the guest opts into your marketing messages.

Now that your guest opted into your guest WiFi landing page, you have their contact information. Bloom will then create a detailed customer profile for that guest.

Any previous data associated with their device goes to their customer profile, along with all current and future data.

Data can also be collected from online ordering platforms, reservation systems, POS systems, website forms, and social media to give restaurateurs a full 360-degree view of their guests.

As you passively build an extensive database of customer profiles, collecting data in real-time, you can begin sending offers, promotions, coupons, and other messaging to them.

Bloom’s automated marketing suite of tools lets users efficiently build targeted, personalized marketing campaigns. As these campaigns bring in more revenue and increase guest lifetime values, you can pull back on expensive advertising costs.

At the same time, you will be able to continue optimizing your purchasing and staffing, avoiding overspending and waste.