When consumers dine out, they choose where to go based on a number of factors—menu variety, value, the experience and service they get when they go to a certain place and more. But one thing that they may not consciously consider is their experience with a restaurant after they’ve left—and this is a big area for operators to capitalize on.
Particularly after the pandemic’s peak—now a time when consumers may be choosier about where they dine—it’s crucial for brands to stay top of mind for their customers even after they’ve gone home. Utilizing data to own the entire customer experience can help boost brand loyalty—and increase repeat visits—by enhancing the post-dining experience.
Post-dining experiences can include such things as receiving a thank you email for visiting, being sent a text message with a coupon for the next visit and so on. But the only way to reach customers effectively is with data—without data, post-dining experiences are impersonal at best, somewhat irritating at worst.
Using data to specifically target repeat business
Collecting data from POS systems as well as through third-party ordering platforms can help operators create profiles for different consumers as well as refine their operations. Knowing what diners are (and aren’t) ordering can help with menu development, for instance, and knowing how long wait times are from consumers arriving to being sat at a table can help streamline service to boost customer satisfaction. From a post-dining experience standpoint, using data can help operators gain insights into what might be useful for a particular customer. For example, if data shows that a customer visits with children in tow, promotions for kid’s meals can be a great way to encourage future visits. Likewise, if a diner dines alone and orders an entree and one beverage, operators can consider a beverage deal or appetizer special to boost sales.
One thing is for sure: promotions offered without the use of data can miss the mark, leaving no real impression on guests or even reason to come back.
Personalized data solutions
Personalized data solutions from NCR help operators go beyond basic transaction data to bring customers a truly personalized experience. NCR offers a solution that not only recognizes demographic information, but can also give operators the tools they need to remove friction from the customer experience, understand their customers better and add value to their marketing. Many consumers may even abandon a brand they frequent when not treated as a recognized consumer, so it’s crucial to meet these guests where it matters. Operators can use the data they collect to run targeted marketing campaigns, address customer concerns about satisfaction, analyze diner purchases to determine behavior, localize promotions and enhance their loyalty programs—all of which can boost customer engagement and satisfaction which, in turn, can boost traffic. Offering discounts on future visits is just one way to engage post-dining; operators can also celebrate diners’ birthdays, offer branded swag, ask for feedback and more. Data gives operators the tools they need to truly succeed in today’s landscape—and NCR is proud to offer the data-driven solutions operators are looking for.
To learn more, visit www.ncr.com/restaurants.
This post is sponsored by NCR