Digital, data-driven solutions are unmatched among ways for restaurateurs to connect—and stay connected—with loyal customers. Digital marketing, digital ordering and overall customer loyalty are each key pieces of the puzzle for restaurant success, and understanding consumer needs, habits and preferences is an important first step.
While each of these facets of customer engagement should succeed in their own right, creating a unified, personalized experience across all restaurant locations, communications and digital platforms can take the business to the next level; customers will come back for a seamless experience time and time again. Here’s how data-driven solutions can make it possible.
Marketing
Consumers always keep an eye out for deals, but now they’re as focused on special offers as ever: According to Technomic’s Aug. 2022 Consumer Food Trends report, more than one third of consumers say they’re seeking out specials and deals at restaurants more often amid higher food prices.
What’s more, customers are looking for deals tailored specifically to their purchasing habits. According to Technomic’s March 2021 Restaurant Loyalty/Rewards Programs report, about half of consumers say they think restaurants should use their order history to learn more about their dining preferences, make personalized recommendations and deliver relevant content and offers.
In order to provide personalization on such a granular level, being able to obtain and interpret customer data is crucial. A data management, loyalty and marketing platform from industry leader NCR, for example, can use experiential and transactional data to better optimize marketing and promotional efforts. Going beyond just offering general marketing offers and birthday rewards - you can create a personalized experience based on the guest’s behaviors and preferences – leveraging data to to identify those high value customers.
Ordering
Convenience is what makes a digital ordering experience stand out: Consumers’ No. 1 favorite perk of ordering online for delivery, for example, is the quickness of the transaction, according to Technomic’s Oct. 2020 Ordering Online for Delivery report. With that in mind, it’s safe to assume that a speedy, seamless ordering experience is a top priority when ordering for pickup or through other channels as well. This is especially important for operators looking to maximize online ordering via in-house platforms rather than via third-party services with overhead fees.
NCR solutions can make a difference here, too. Online and digital ordering for off-premise orders, as well as contactless ordering and payments in the restaurant, allow diners to interact with the restaurant on their own terms. The added convenience applies behind the scenes, too. Integrating service channels—in-store POS, takeout, curbside pickup and delivery—means higher efficiency and accuracy among staff. Plus, detailed reporting and analytics can inform pricing and strategies going forward.
Loyalty
Consumers’ loyalty to certain restaurants and brands has become more and more influential in their purchasing decisions. In Q1 2021, 62% of consumers said restaurant/brand loyalty was an important factor in deciding where they dine, an increase from 53% in Q1 2019, according to Technomic’s Restaurant Loyalty/Rewards Programs report.
For many restaurants, implementing a loyalty program will be a boon to the bottom line. According to Technomic’s Restaurant Loyalty/Rewards Programs report, 37% of consumers say they would visit a restaurant more often if it began offering a loyalty program, and 33% of consumers say that having rewards tailored to their food and beverage preferences is one of the most attractive features a restaurant loyalty program can have. Diner regularity and loyalty program participation are directly proportional: Frequency of visits increases the likelihood of a consumer participating in a restaurant’s loyalty program, and conversely, consumers who participate in a loyalty program are likely to increase their visit frequency.
In addition to offering opportunities for personalization and customer retention, a loyalty program should, first and foremost, be easy to use. According to Technomic’s Restaurant Loyalty/Rewards Programs report, diners strongly prefer digital methods for participating in restaurant loyalty programs; there are about twice as many consumers who say smartphone apps are their preferred method as there are consumers who prefer phone number/email lookup.
NCR’s data-driven solutions helps restaurateurs tailor their loyalty-boosting efforts to best suit their customers’ needs and expectations, and focus on providing their most loyal customers timely, relevant offers.
To learn more about how NCR can help restaurants deliver a unified, personalized experience for the customer and increase profits with data-driven strategies, visit www.ncr.com/restaurants.
This post is sponsored by NCR