Mega chains are investing thousands in tech platforms that track and mine customer data across point of sale systems, social media profiles, website analytics, surveys, loyalty programs, and the list goes on.
At the highest level, they use data to know busiest times, the most popular menu items, and average order value. This helps them run efficient and effective businesses.
On an individual basis, their goal is to learn all they can about each customer so they can serve up the right advertisements and specials at the time most likely to drive repeat business and trial of new menu items.
But the regular restaurant on the corner or small-to-medium sized chain may feel like they don’t have the budget or marketing staff to collect, monitor, and utilize all of that information. However, there are a few things you can implement that will help build your brand and entice new and return customers.
- Have a website and social media pages, including Google Business, that link to online ordering. This gives you easy access to data that shows your most popular and least popular menu items, how much customers spend on pick-up vs delivery vs dine in, and the average order value.
- Offer delivery through your online ordering instead of only through a third party delivery service. This way your customers see your brand online and not DoorDash or UberEats. Also, you own your customer data.
- When a customer orders online, collect their email address and cell phone number. You can also collect other information like their birthday and anniversary for additional value. This information can help you deliver both present and future customer experiences. In the present you can use systems like SWIPEBY’s geofencing to send automated text messages to your customers when they arrive at your store to pick up their order. For the future, you can send remarketing emails to encourage repeat orders and send special offers.
These are some very simple ways to collect and use customer data. If it seems a bit overwhelming you can consider using a platform like SWIPEBY. The operator dashboard for our online ordering system, curbside pickup with geofencing, delivery (and self-delivery) options enable you to see the important data you need to run your business and delight your customers. Plus, we provide automated remarketing to your customers. We’d love to show you how easy and affordable it can be.
