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 potent ways to get your messages to those customers.
Therefore, the first step in a powerful and profitable marketing strategy for restaurant and retail locations includes the collection of customer data into a well-structured CRM database or customer relationship 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 retail operators to collect comprehensive and clean customer data at pennies on the dollar compared to any other data collection service.
Physical Location Analytics – WiFi Customer Data Collection
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 customer’s churn likelihood, and more will be measured and represented to you in your Bloom analytics dashboard.
These data points are entirely 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 site.
This data will give you the information to create a baseline of your customers behavior at your location, and how this changes over time.
It is just like website analytics but for your physical location.
When you combine your customer’s behavior data with the association of individual customer profiles, you can trigger marketing messages automatically. Imagine automating an offer designed to save your at-risk customers, or sending a customer a survey after they leave your location.
By measuring your customer’s 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.
Restaurant 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, 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 customer opts in to your marketing messages.
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 goes to their customer profile, along with all current and future data.
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 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 provide 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 data will collect, of course, is as long as your customer allows it to within the settings of their social media platforms.
This data collection 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 on autopilot 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 go into your database, or if the customer profile already exists, then it adds the net new customer data to their profile.
This data will allow you to start collecting customer data from any customer touchpoint 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.
The Importance of Clean, Verified CRM Customer Data
Another great feature of Bloom is the ability of the system to clean and normalize the data it collects.
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, but 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.
As you can see, 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 improve the accuracy of your customer analytics further.
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 customer’s behavior.
Of course, this leads to deep personalization of your customer’s 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 clean CRM with Bloom. Contact us for a free, no-obligation platform demonstration.
See precisely how Bloom Intelligence can make your customers happy and drive your business growth.
WiFi Analytics FAQs
What Does CRM Stand For?
CRM stands for Customer Relationship Management database. A CRM database is a collection of customer data grouped into customer profiles. A CRM can be used to understand your customer base, and for segmented, targeted marketing campaigns that can be tracked for accurate attribution.
What is a CRM Database?
A CRM Database is a digital collection of individual customer information grouped into customer profiles. The database consists of detailed customer data such as names, behavior data, demographics, addresses, zip codes, emails, and phone numbers. These profiles are used to track communication and to remarket to customers.
What are Examples of a CRM Database?
An example of a CRM database for offline companies is the Bloom Intelligence CRM database. Using guest WiFi access points & guest WiFi landing pages, the platform collects customer behavior data, whether they log into WiFi or not, and builds detailed customer profiles for marketing and attribution. Other popular CRM’s include Salesforce, Microsoft Dynamic, and Hubspot.
How Do I Create a CRM Database?
For restaurant and retail locations, the easiest and best way to create a CRM database is to use your WiFi access points, Guest WiFi landing page, website widgets, and API’s to collect customer information and behavior data. Once configured, your customer data is collected and cleaned automatically.