What is Customer Segmentation?
No matter what business you’re in, if you’re seeking constant growth and engaged happy customers, then the personalizing of your customer’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 customer data, and you need the ability to segment your customers 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 customer 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.
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 customer 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 customers who are more likely to engage and respond.
With the ability to collect customer data like contact information, demographics, physical behavior, customer 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 customer 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 customers.
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.
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. Customers 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)
- Customer Age
- Customer Gender
- Or the customer email address
- and much more
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 customers 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 customers 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 customer and campaign level. With a single message, you can start filling your seats and increasing your bottom line.
Grow Your Business, Increase Customer Loyalty
By implementing customer segmentation and executing well-thought-out targeted marketing campaigns, your customers 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 customer loyalty and grow your business, WiFi marketing, and analytics from Bloom Intelligence is the solution you’ve been looking for.
Customer Segmentation 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.