Customer Segmentation for Restaurant Marketing

How Personalizing Your Guest Experience Can Grow Your Business.

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What is Customer Segmentation?

No matter what business you’re in, if you’re seeking constant growth and engaged happy guests, then the personalizing of your guest’s messaging, experience and restaurant marketing tactics is essential.

In today’s crowded marketplace, consumers expect targeted, engaging messaging that speaks to their individual needs and preferences to win their business.

To do this, you need accurate and reliable guest data, and you need the ability to segment your guests into various groups based on the demographic and behavioral data you collect.

These groups are known as customer segments, or customer buyers personas, and with them, you can create much more targeted marketing campaigns that are specially crafted to resonate with each of those groups.

Customer segmentation refers to the process of subdividing a customer base into specific groups based on similar demographics, psychographics, and/or various behavior data points.

Consequently, this information can guide restaurant marketing professionals when developing new marketing campaigns, or optimizing existing ones to personalize the guest experience online or at their physical locations.

Also, it can be useful to assess the viability of new products, services, or menu items before putting them on the market.

All of these benefits can help increase ROI and improve your bottom line.

 

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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 advertising to help your business grow.

How To Segment Your Customer Base?

As mentioned before, effective customer segmentation cannot be done effectively without solid, reliable data.

While some companies hire a third-party company to gather the data for them, it is simply too expensive for many.

Plus, they’re only getting a “snapshot in time” of their guest data, and usually from a small sample size. As a result, if you want updated data, you’ll have to continue paying for it. As a result, this solution doesn’t make good business sense for many businesses.

However, with the Bloom Intelligence WiFi marketing software and analytics platform, you’ll have the ability to collect and verify detailed customer profiles at pennies-on-the-dollar compared to third-party companies.

These customer profiles will contain the data you need to effectively segment your guests.

Using Customer Profiles for Customer Segmentation

Bloom displays all of your customer profiles in an easy-to-use, sortable, and filterable list.

Using the powerful advanced filters, you can create separate lists of various customer segments. You can save the lists and use them in individually targeted marketing campaigns.

 

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Static and Smart Lists for Targeted Marketing

Lists can be static, meaning they are not updated once created, or they can be smart.

Smart lists are updated in real-time. Guests are added to the smart list when they meet the list criteria or removed when they no longer meet the list criteria.

You can filter the list by various metrics, and in any number of customer segmentation combinations.

For example, Bloom’s filterable metrics include:

  • Number of all-time visits to your restaurant
  • Any number of days since their last visit
  • Their average dwell time (average time spent in your restaurant)
  • Guest Age
  • Guest Gender
  • Or the guest’s email address
  • and much more

 

customer profile segmentation

 

Imagine the types of lists you could create with these filters. For instance, you could create a list of churning men who haven’t visited for over 2 months and save it.

Then you could automatically send a message to just those guests on the list communicating a new special offer during sporting events, for example.

Then, add a special incentive to get them back through the door and become a loyal patron once again.

Or, you might create a list of guests who have a dwell time of fewer than 20 minutes. Then you could send a message to them saying that you want them to come back and stay longer. Perhaps you could even offer them a free appetizer or dessert.

The opportunities are endless.

You can track and measure the results on the individual guest and campaign level. With a single message, you can start filling your seats and increasing your bottom line.

 

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“Fantastic personalized customer
experience. Definitely a big help
with the growth of our business.”

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Grow Your Business, Increase Customer Loyalty

By implementing customer segmentation and executing well-thought-out targeted marketing campaigns, your guests will notice that you are communicating with them on a more personal level.

Today’s customers expect personalization when it comes to advertising, marketing, and personalized messaging. And when they see it, they engage, and you build stronger brand loyalty.

As they realize the personalization of your message and begin to engage with it, the chances of them coming back into your store increase dramatically.

Bloom Intelligence offers a powerful and easy way to do this without breaking your marketing budget.

So, if you’re ready to build more guest loyalty and grow your business, WiFi marketing, and analytics from Bloom Intelligence is the solution you’ve been looking for.

Schedule a demo today and we’ll show you just how easy it is. Click the link, or call us at 727-877-8181.

 

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“Invaluable to anyone in need of
foot traffic metrics and
retargeting marketing solutions.”

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SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

“SaaS that covered so many bases for us instead of having to use multiple software products. Bloom Intelligence has simplified our responses to reviews, customer feedback, and more. I highly recommend Bloom Intelligence.”

Robert Sanderson

“Bloom Intelligence really is a step ahead in terms of marketing software and metrics. Their product is reliable, fast and innovative and has helped the company I work for really grow.”

John Marchetti

“Working with Bloom Intelligence has been amazing. They assist you every step of the way and work with you hand in hand to make sure you are optimizing your advertising potential. We are excited to use this tool to help learn more about our customers so that we can personally engage with them and understand our strengths/weaknesses.”

Ariel Ramirez

“In these challenging times, it has been a pleasure working with Bloom Intelligence to help facilitate our service offering to our clients. They were extremely responsive and provided support to mitigate risk and minimize revenue loss. Great partner!”

Stefan Kim

“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

Customer Segmentation FAQs

What Does CRM Stand For?

CRM stands for Customer Relationship Management database. A CRM database is a collection of guest 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 guest information grouped into customer profiles. The database consists of detailed guest 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 guests.

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 guest 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 guest information and behavior data. Once configured, your guest data is collected and cleaned automatically.

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Optimize restaurant marketing in 2021

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customer campaigns

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Measure the health
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Compare locations or
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If so, find out how Bloom Intelligence’s WiFi analytics
& marketing platform measures offline guest
behavior and builds guest loyalty.

So, it’s time to start leveraging your guest WiFi to gain
a competitive edge. Then watch your profits grow.

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