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Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
Reward Your Customers - Reward Your Restaurant
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Reward Your Customers - Reward Your Restaurant

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Fast casual and full-service restaurant operators are utilizing loyalty programs to entice customers to dine more frequently and spend more each visit. With countless loyalty success stories it’s no …

Fast casual and full-service restaurant operators are utilizing loyalty programs to entice customers to dine more frequently and spend more each visit. With countless loyalty success stories it’s no surprise that loyalty programs are one of the industry’s marketing trends in 2014.

In this 30 minute webinar, we’ll discuss why loyalty programs work and share an inside view of successful programs in restaurants just like yours. We’ll also review the key components of a successful loyalty program and tips for getting started with a custom loyalty program for your restaurant.

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  • The life time value of one customer to your neighborhood pizza joint is $25,000-Forbes magazine
  • The life time value of one customer to your neighborhood pizza joint is $25,000-Forbes magazine
  • Repeat customers represent 70% of sales at most casual dining restaurants.
  • In store tech
  • In store tech
  • In store tech
  • In store tech
  • In store tech
  • In store tech
  • In store tech
  • In store tech
  • In store tech
  • In store tech
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  • Transcript

    • 1. Reward your Customers Reward Your Restaurant! How Loyalty Programs Are Making An Impact 1/24/2014 1
    • 2. A Quick Introduction Restaurant Experts Fred Dilkes Mobile & Kiosk Customer Loyalty Point-of-Sale Online Ordering 1/24/2014 Business Intelligence 2
    • 3. A Quick Introduction Restaurant Experts Fred Dilkes Mobile & Kiosk Customer Loyalty Point-of-Sale Online Ordering 1/24/2014 Business Intelligence 3
    • 4. A Quick Introduction Restaurant Experts Fred Dilkes Your “One Throat To Mobile & Kiosk Choke” Tech Provider Customer Loyalty Point-of-Sale Online Ordering 1/24/2014 Business Intelligence 4
    • 5. Loyalty: A feeling of devoted attachment and affection 1/24/2014 5
    • 6. The Lifetime Value Of One Customer To Your Neighborhood Pizza Joint? 1/24/2014 1/24/2014 6 6
    • 7. $25,000 -says Forbes Magazine 1/24/2014 1/24/2014 7 7
    • 8. REPEAT CUSTOMERS = 70% OF SALES @ MOST CASUAL DINING RESTAURANTS 1/24/2014 1/24/2014 8 8
    • 9. Expansion of Restaurant Loyalty Programs: Restaurants Surveyed NRA 2010 None 12% Have One 41% Planning One 47% 1/24/2014 9
    • 10. Why Loyalty? 9 10 out of Restaurant Owners say their loyalty program gives them a Competitive Advantage 1/24/2014 10
    • 11. Why Loyalty? 60 % 1/24/2014 Of Consumers Say A Loyalty Program is IMPORTANT in their buying decisions -AC Neilsen 11
    • 12. Why Loyalty? Consumers spend 46 % More, on average, with companies that have loyalty programs Source: Total Research Corp & Custom Marketing Corp’s Loyalty Monitor Study 1/24/2014 12
    • 13. Why Loyalty? Of consumers would RECOMMEND a restaurant more to others if it offered an appealing reward program. Source: http://loyalogy.com/loyaltypulse-consumerresearch-study-on-restaurant-loyaltyrewards-programs/ 1/24/2014 65 % 13
    • 14. Loyalty Benefits: Identify Your Customers Personally Increase customer frequency Turn new customers into regulars Learn About Your Customers Gain Referrals Increase ticket averages Reduce indiscriminate discounts Prevent customer loss Quickly Drive Business At Any Time Save time & money on marketing 1/24/2014 14
    • 15. The ROI of 1/24/2014 Loyalty 15
    • 16. Our Experience: • Helped hundreds of restaurants implement loyalty with our tool, SalesBuilder • Automates e-mail, direct mail & text communication based on customer behavior • Integrates with POS & Online to track spending & offer redemptions – or use our iPad app. 1/24/2014 16
    • 17. ROI Examples Increase Enrollments Case Study: 5 store pilot at a fast casual/delivery national pizza chain. Previously used a web-based e-mail only system. Switched to SalesBuilder with integrated POS sign ups & rewards. 29 Average E-mail club new members, per month, per location Average Loyalty new members, per month, per location, over 8 months 98 3.38x 1/24/2014 1/24/2014 Higher enrollments than e-mail club alone A Large, active customer database can not only help your marketing program, it can add to your 17 business valuation! 17
    • 18. Increased Ticket Averages ROI Examples Case Study: 4 locations analyzed over a 3 month period, 4 order types compared. Dine In To Go Pick Up Delivery Loyalty Member (4 store ticket av.) $12.23 $14.71 $25.17 $37.60 Non Loyalty Member (4 store ticket av.) $8.83 $10.89 $24.50 $36.92 $2.14 1/24/2014 1/24/2014 Higher ticket average for loyalty customers vs. non loyalty customers (even with loyalty discounts) 18 18
    • 19. ROI Examples 30 % Chance that a 1st time customer will become a regular If they buy 3x quickly, that chance goes up to Source: LoyaltyMagic 1/24/2014 67 % 19
    • 20. ROI Examples Turn New Customers into Regulars: Case Study: 10 store fast casual/delivery pizza chain. We analyzed their POS records to see how many new customers are coming back. 27% Average # of NEW Loyalty customers who returned at least once after initial order (3 mo. period studied) Average # of NEW NON-loyalty customers who returned at least once after initial order. 1/24/2014 1/24/2014 The loyalty messages are really helping bring new customers back for another visit! 20 12% 20
    • 21. ROI Examples Turn New Customers into Regulars: And in the same study … 14% Average # of NEW Loyalty customers who returned at least TWICE after initial order. Average # of NEW NON-loyalty customers who returned at least TWICE after initial order. 1/24/2014 1/24/2014 21 3% 21
    • 22. ROI Examples Turn New Customers into Regulars: And in another, similar study of 4 locations, we looked at all the new customers in their POS database from January – May, 2013. Ordered 2+ times Ordered 3+ times Loyalty Customers 41% 22% Non-Loyalty Customers 12% 4% New customers who joined this loyalty program were over order 3+ times than new customers who didn’t join! 1/24/2014 1/24/2014 5x more likely to 22 22
    • 23. ROI Examples Increased Customer Frequency: Case Study: 5 store fast casual/delivery pizza chain. We analyzed their POS records to see how frequently their customers are ordering. 1.63 Average transaction count of new Loyalty customers in first 60 days. Average transaction count of new, non-loyalty customers in first 60 days. .54 1/24/2014 1/24/2014 1.09 Difference every 60 days . Loyalty ticket average of $29.91 = $96.90 added value per loyalty customer per year. 23 23
    • 24. ROI Examples Increased Customer Frequency: Case Study: 5 store fast casual/delivery pizza chain. Another way to look at how often loyalty customers order 54 Loyalty customers order, on average, once every 54 days. Non loyalty customers order, on average, once every 72 days. 1/24/2014 1/24/2014 24 72 24
    • 25. Adding Up the ROI: With Just 1500 Reward Members, adding 100 per month: $204 More New Customers Converted to Regulars $7812 Loyalty Customers order 2.5x more per year 1/24/2014 $385 Loyalty Members Have Higher Ticket Averages! Wasteful marketing $$ saved $750 Net ROI (after food cost & loyalty program cost) : $6632! 25
    • 26. Loyalty Misconceptions “I Already Have An E-mail Program” Your Loyalty Program: • Sends the right message to individual customers at the right time • Rewards customers for their loyalty • Helps reduce the blanked couponing / discounting in mass e-mails • Automates the process so you don’t have to think about it. 1/24/2014 1/24/2014 26 26
    • 27. Loyalty Misconceptions “I Already Have A Punch Card System” Your Loyalty Program: • Motivates customers to return by communicating with them. • Increases the value of your business because you have a customer database with detailed information. • Lets you reach out to your best customers at any time to stir up business. • Is easier for customers – no punch card to keep track of. 1/24/2014 1/24/2014 27 27
    • 28. Loyalty Misconceptions “My Customers Don’t Want A Loyalty Card” • You don’t need a card to have a loyalty program – phone # is fine. • 60% of consumers don’t mind carrying a loyalty card if needed. 1/24/2014 1/24/2014 28 28
    • 29. Loyalty Misconceptions “I Don’t Want to Give Discounts To Loyal Customers” Your Loyalty Program: • Lets you reduce blanket discounts across all marketing channels • Improves the security of discounts you offer • Loyalty customers retain higher ticket averages – even with discounts • Other, value-add rewards & perks are also powerful motivators 1/24/2014 1/24/2014 29 29
    • 30. Loyalty Program Keys to Success • • • • 1/24/2014 1/24/2014 Enrollment Communication Rewards Go Viral! 30 30
    • 31. Key #1: Enrollment Be Clear About Benefits! >What do I get now? >What do I get after enrolling? >What do I get long term? 80% Of Consumers find points for rewards more motivating than periodic free surprise items http://loyalogy.com/loyaltypulse-consumer-research-study-on-restaurant-loyaltyrewardsprograms/ 1/24/2014 1/24/2014 31 31
    • 32. Key #1: Enrollment In-Store Publicity • Signage at register • QR Code • Script your staff • Staff Incentives • Box Toppers 1/24/2014 1/24/2014 32 32
    • 33. Key #1: Enrollment Join Text To Join Thanks for joining XYZ Rewards. Click Here to activate! • Enroll with mobile • Option to reply with e-mail • Or receive via text 83% 1/24/2014 1/24/2014 Of texts are read within 1 hour. SMS is preferred communication method for under 25 33 33
    • 34. Key #1: Enrollment High Tech Tablet . . . Or Low Tech Fishbowl . . . 1/24/2014 1/24/2014 34 34
    • 35. Key #1: Enrollment Featured on your website 1/24/2014 1/24/2014 35 35
    • 36. Key #1: Enrollment And frequently on Facebook 1/24/2014 1/24/2014 36 36
    • 37. Key #1: Enrollment Online Orders: Integrate with your online ordering site. 1/24/2014 1/24/2014 37 37
    • 38. Key #2: Communicate! 66% Of consumers wish to receive emails with offers of value relating to their restaurant rewards program http://loyalogy.com/loyaltypulse-consumer-researchstudy-on-restaurant-loyaltyrewards-programs/ 1/24/2014 1/24/2014 38 38
    • 39. Key #2: Communicate! Personalized Messages: • Welcome • Birthday • Anniversary • After a transaction • Near A Reward • Earned A Reward • Haven’t Seen You • How’d We Do? • Refer Someone 1/24/2014 1/24/2014 General Messages: • Holidays • Sports Events • New Menu Items • New Service Offerings • Special Deals • Contests • Recipes • Community Involvement • Telling Your Story • Personalize with reward status! 39 39
    • 40. Key #2: Communicate! Direct Mail? E-Mail? Text? ! 1/24/2014 1/24/2014 Social Media? Let Your Customer Choose Their Preferred Method of Communication! 40 40
    • 41. Key #3: Rewards 70% 72% Of consumers would find an unexpected free appetizer as a benefit of a rewards program appealing Would like to receive a special birthday reward http://loyalogy.com/loyaltypulse-consumer-research-study-on-restaurantloyaltyrewards-programs/ 1/24/2014 1/24/2014 41 41
    • 42. Key #3: Rewards How Often & How Much? • About 4-7 visits to earn • Average is 10% value ($5 after $50 spent) • $ off vs. Free Item • Purchase required? • Lifetime spend rewards • Change your rewards sometimes! 1/24/2014 1/24/2014 42 42
    • 43. Creative Reward Ideas: •Hold a grand prize drawing & award entries • Give “experiences” • Lunch for 2 @ school or the office • A Dinner A Month For A Year • In store Events • T-shirts, hats, logo items • Team up with partners • Post your prizes visibly! 1/24/2014 1/24/2014 43 43
    • 44. Key #3 Rewards: 54% Would like to move to the head of the line when its busy as a benefit of the rewards program. Would like to be able to donate 31% their rewards to charity. http://loyalogy.com/loyaltypulse-consumer-research-study-on-restaurantloyaltyrewards-programs/ 1/24/2014 1/24/2014 44 44
    • 45. Key #4: Go Viral Social Media Post transaction data & reward news on customer’s Facebook page to share with their friends & gain referrals Referrals Bonus points for referrals, ongoing rewards based on your friend’s spending Affiliates Involve & reward community organizations for member referrals & spending. When I eat at your restaurant, my local PTA benefits! Advocates 1/24/2014 1/24/2014 Survey customers & give the best responders extra perks; invite their reviews on social sites. 45 45
    • 46. Getting Started Choose A Loyalty Program Provider: Restaurant Experts • Give Customers A Choice – E-mail & Text in one program • Easy to capture transaction data • Automatic communications • Flexible reward triggers • Viral components – affiliates, social media, surveys • We Can Help! 1/24/2014 1/24/2014 46 46
    • 47. Building Blocks of Point-of-Sale Success Easy Check Out Our Integrated All-Inclusive Affordable Packages! 1/24/2014 Mobile & Kiosk Online Ordering Customer Loyalty & Feedback Business Intelligence 47
    • 48. Take The Next Step Schedule A Personal Demo Watch Your Email: Thank you gift Slide Show 1/24/2014 www.granburyrs.com 800-750-3947 48
    • 49. Questions? Fred Dilkes fdilkes@granburyrs.com 800.750.3947 1/24/2014 49

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