Collecting Customer Data
Perhaps the most crucial component of restaurant and retail business growth is the ability to collect and analyze actual customer data, and then use that information to increase revenue and lower costs.
The restaurant and retail industries are more competitive now than they have ever been.
In today’s world, it is vital to be top-of-mind with your customers and stay ahead of your competition.
For brick-and-mortar businesses, having a powerful marketing strategy is the best way to not only attain new customers, but to keep those customers coming back again and again.
For restaurants and retail store owners and operators, email marketing remains one of the most powerful ways to get your messages to those customers.
Therefore, the first step in a powerful and profitable marketing strategy for restaurant and retail locations is the collection of customer data into a well-structured CRM database, or customer relationship database.
In addition, it is key to collect this data in a low-cost passive manner.
Here are the ways Bloom Intelligence can allow restaurant owners and retail operators to collect comprehensive and clean customer data at pennies on the dollar compared to any other data collection service.
Physical Location Analytics
With Bloom, the collection of location analytics, also called presence analytics, couldn’t be easier.
Using WiFi access points, Bloom collects & analyzes anonymous customer behavior data whether they log into your WiFi or not.
Anonymous Customer Data
The moment your software is installed and configured, you will begin seeing customer behavior data populating your Bloom dashboard.
Again, even if customers do not log into your WiFi, the system will still know that customers are there.
Their behavior such as dwell times, customer return rates, visit days and times, your customers churn likelihood and more will be measured, and represented to you in your Bloom analytics dashboard.
These data points are completely anonymous. No personal identifying data is collected. Bloom does not know who the customer is at this point.
We only know that they (and their device) are at your location, and what they are doing at your location.
This will give you the information to create a baseline of your customers behavior at your location, and how this changes over time.
This is just like website analytics but for your physical location.
Your customers behavior data plus the association of individual customer profiles is then used to trigger marketing messages such as automating an offer designed to save your at-risk customers or sending a customer a survey after they leave your location.
By measuring your customers behavior, tying it to marketing & operational campaigns, you can generate more revenue, build customer loyalty, and measure the performance of all campaigns down to someone walking back in your door.
Customer Profile Collection
Bloom offers another powerful way to improve your marketing strategy, increase customer spend, and save on advertising and operational costs.
When your customers visit your physical location and decide to log into your WiFi, even more powerful and profitable data can be collected.
When they first attempt to access your WiFi, they are taken to a WiFi landing page, or captive portal, where they are required to enter specific information before gaining access.
This includes things like name, email, phone number, zip codes and birthdays.
By clicking on “Submit” the customer opts into your marketing messaging.
Now that your customer opted into your guest WiFi landing page you have the customer’s contact information. Bloom will then create a detailed customer profile for that customer.
Any previous data associated with their device is added to their customer profile, along with all current and future data.
As you passively build a large 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 let’s user easily build targeted, personalized marketing campaigns.
As these campaigns bring in more revenue and increase customer 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.
Bloom also offers a feature called progressive profiling. The first time customers log into your WiFi, they typically enter their name and email address.
From that point on, the system will know when they come back and attempt to log into your WiFi again.
Instead of asking them for their name and email address again, they will be asked for an additional piece of information, such as their gender, birthday, or phone number.
Over time their customer profile will be full of rich, clean data.
Using this feature, and optimizing your marketing messages for specific customers and customer segments, your marketing ROI will increase and engagement and loyalty increase.
Social Media Data Collection
With Bloom, you can make logging into your WiFi even easier by using the social media login feature.
With one click, customers can log in using a social media platform like Facebook or LinkedIn.
When they do this, the system will gather any public data from their social media account – birthday, gender,profile pictures etc. – and add it to their customer profile.
This, of course, is as long as your customer allows it within the settings of their social media platforms.
This makes collecting rich customer data even faster, while making it more convenient for your customers.
Website Data Collection
The data collection points above are all executed automatically while customers are at your place of business. We also allow you to collect data for your database when customers are not at your physical locations.
Bloom can provide you with a small block of code to place on your website called a website widget.
The code will initiate a small, unobtrusive pop up window at the bottom (left, right, or middle) of your web pages.
You can add any message you’d like to the pop-up, such as, “Sign up for free offers and promotions.”
When visitors fill out the form, a new customer profile will be created in your database or if the customer profile already exists then adds the net new customer data to their profile.
This will allow you to start collecting customer data from any customer touch point that you have in your restaurant or retail organization.
Plus, when the customer visits your place of business, the system will recognize them when they log into your WiFi.
Cleaning Customer Data
Another great feature of the Bloom is the ability for the system to clean and normalize the data it collects.
In fact, it will even catch mistakes or bogus email addresses, birthdays, and postal codes in real time. When this happens, it will ask the customer to enter their correct information.
Cleaned and verified customer data is a must for any successful restaurant or retail marketing campaign.
When a database becomes overridden with incorrect information, marketing campaigns suffer tremendously.
Not only will segmentation and personalization become incorrect in many cases, your campaign reporting will also become skewed.
However, with Bloom, you won’t have to worry about these problems. You can rest assured that the customer data that you will automatically be collecting is being cleaned and normalized.
This will allow you to run effective, personalized marketing campaigns and measure results with confidence.
As part of our dedication to normalizing & cleaning customer data, we even automatically remove outliers and blacklist your employee devices to further improve the accuracy of your customer analytics.
Collecting Clean and Accurate Offline Customer Data
No matter what type of business you operate, having accurate, clean, and comprehensive data is a must. It can be the catalyst to keep you ahead of your competition.
Omni-channel collection of your customer data across platforms allows you to have a deeper understanding of your customers behavior.
This leads to deep personalization of your customers experience.
It provides the ability to drive revenue, decrease expenses, and build customer loyalty when you most need it
Get a head start on your competition by automatically building your own clean CRM with Bloom. Contact us for a free, no-obligation platform demonstration.
See exactly how Bloom Intelligence can make your customers happy and drive your business growth.
A No-Brainer For Anyone
“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