April 21, 2018 at 21:04Features of the analysis of CRM systems in the restaurant business
To this day, many analysts and leading marketers in the restaurant segment do not cease to pay attention to the features of Internet marketing, as the main tool for working with CRM. We offer to take a fresh look at technologies that are already actively supplanting the so-called marketing email “spam”.
Today, in the public domain, we can observe how inexperienced marketers and middle managers offer extremely ineffective ways to win customers, attract guests using various bonuses and loyal conditions. After all, who would have thought that they were waiting for a boring and uninteresting email newsletter, which would soon be in a spam folder.
The standard and outdated email marketing scheme looks exactly like this:
Cons of this approach:
In the era of mobile technology, the site is no longer a convenient tool for informing users. The trends are such that mobile applications have learned to present the necessary information to users in a more convenient format. And since device memory is limited, specialized aggregator applications are becoming increasingly popular.
And so, what has come to replace obsolete mailing lists? What tools can fully meet the expectations of chain restaurants and beyond, and build an effective CRM system?
Push notifications of any events or news have long become the norm in the modern world. Some banks are already refusing SMS messages in favor of PUSH notifications. This approach allows not only to reduce the cost of sending SMS, but also to popularize a mobile application that displays a PUSH notification.
Given the specifics of the restaurant business, where the main task is to attract a guest to the institution and increase his average check, you can use PUSH notifications as follows:
For a guest to receive a PUSH notification on their phone, it is necessary for the user to have an application installed that will receive and display a PUSH notification.
If the restaurant wants to have its own mobile application, you can use it to inform your guests and forget about useless e-mail newsletters, but here the restaurant faces several problems:
A single aggregator for institutions, as an effective tool for analyzing data and attracting an audience.
To avoid the above-mentioned problems, modern restaurants and cafes use the services of aggregator applications, consider the main advantages of this approach:
Due to the fact that users download the aggregator application for the sake of different restaurants, the audience of the aggregator is always much larger than the audience of one restaurant.
Thus, by connecting your institution to any aggregator application, the restaurant has the ability to send PUSH users notifications and forget about the ineffective e-mail newsletter.
Now let's see how you can use the PUSH notification tool in the restaurant business. Ordinary newsletters, of course, have a right to exist, but we believe that modern marketing should have a targeted approach and offer each user exactly what will be interesting and useful to him.
Thanks to the application to the aggregator (through which the order is made) the restaurant knows that he has a guest who most often orders beef steak and never drinks cappuccino. It is logical to assume that such a guest needs to be offered a promotion / discount for a steak and there is no point in sending PUSH notifications with information about cappuccino.
The first step was taken, we interested the guest with an action on his favorite beef steaks. What next? Just informing the guest is a way from the last century, we need the guest to take an action - order and pay for their favorite steak.
Upon receipt of a PUSH notification, the user not only receives information about the dish, but in one click can also order it through the aggregator application. And the ordering process, of course, cannot do without paying a bank card tied to the application.
Summarizing the concept of PUSH notifications through an aggregator, an institution can:
As you can see, using the capabilities of the aggregator application to attract new customers and increase the loyalty of regular customers, there is no longer a need to collect e-mail addresses and conduct mass mailings.
Today, in the public domain, we can observe how inexperienced marketers and middle managers offer extremely ineffective ways to win customers, attract guests using various bonuses and loyal conditions. After all, who would have thought that they were waiting for a boring and uninteresting email newsletter, which would soon be in a spam folder.
The standard and outdated email marketing scheme looks exactly like this:
- the familiar newsletter subscription form and an interesting bonus;
- preparation of email newsletters;
- entertaining informational motive for action.
Cons of this approach:
- the user needs to go to the site to see the subscription form;
- the bonus offered in exchange for a subscription is not personalized and does not take into account the preferences of website visitors;
- most users receive mailings as spam and do not open emails;
- of a small percentage of those who still open the received letter, only a few go to the site, or perform another action, which was the purpose of the mailing.
In the era of mobile technology, the site is no longer a convenient tool for informing users. The trends are such that mobile applications have learned to present the necessary information to users in a more convenient format. And since device memory is limited, specialized aggregator applications are becoming increasingly popular.
And so, what has come to replace obsolete mailing lists? What tools can fully meet the expectations of chain restaurants and beyond, and build an effective CRM system?
Push Notifications as an Effective Internet Marketing Tool
Push notifications of any events or news have long become the norm in the modern world. Some banks are already refusing SMS messages in favor of PUSH notifications. This approach allows not only to reduce the cost of sending SMS, but also to popularize a mobile application that displays a PUSH notification.
Given the specifics of the restaurant business, where the main task is to attract a guest to the institution and increase his average check, you can use PUSH notifications as follows:
- inform guests about new menu items;
- Offer guests discounts and promotions.
For a guest to receive a PUSH notification on their phone, it is necessary for the user to have an application installed that will receive and display a PUSH notification.
If the restaurant wants to have its own mobile application, you can use it to inform your guests and forget about useless e-mail newsletters, but here the restaurant faces several problems:
- the restaurant needs to develop and maintain its mobile application, and preferably for both iOS and Android platforms;
- the restaurant needs to promote its mobile application, which is not a core line of business;
- the user audience will be limited only to guests of this institution.
A single aggregator for institutions, as an effective tool for analyzing data and attracting an audience.
To avoid the above-mentioned problems, modern restaurants and cafes use the services of aggregator applications, consider the main advantages of this approach:
- saving money on application development and promotion;
- quickly attracting the right audience - potential guests;
- Save time and money on email newsletters.
Due to the fact that users download the aggregator application for the sake of different restaurants, the audience of the aggregator is always much larger than the audience of one restaurant.
Thus, by connecting your institution to any aggregator application, the restaurant has the ability to send PUSH users notifications and forget about the ineffective e-mail newsletter.
Now let's see how you can use the PUSH notification tool in the restaurant business. Ordinary newsletters, of course, have a right to exist, but we believe that modern marketing should have a targeted approach and offer each user exactly what will be interesting and useful to him.
Thanks to the application to the aggregator (through which the order is made) the restaurant knows that he has a guest who most often orders beef steak and never drinks cappuccino. It is logical to assume that such a guest needs to be offered a promotion / discount for a steak and there is no point in sending PUSH notifications with information about cappuccino.
The first step was taken, we interested the guest with an action on his favorite beef steaks. What next? Just informing the guest is a way from the last century, we need the guest to take an action - order and pay for their favorite steak.
Upon receipt of a PUSH notification, the user not only receives information about the dish, but in one click can also order it through the aggregator application. And the ordering process, of course, cannot do without paying a bank card tied to the application.
Summarizing the concept of PUSH notifications through an aggregator, an institution can:
- gain access to a large aggregator user base;
- conduct targeted marketing taking into account the real orders of users in restaurants;
- provide users with one-click opportunity after receiving PUSH notification to place an order in a restaurant or reserve a table there.
As you can see, using the capabilities of the aggregator application to attract new customers and increase the loyalty of regular customers, there is no longer a need to collect e-mail addresses and conduct mass mailings.