Data is changing the way large restaurant groups cater to their highest-value customers. Richard Sandoval Restaurants, the upmarket restaurant group with more than 35 locations worldwide, is looking for more strategic ways to use data for customer retention and acquisition. It has started harnessing its email database to make more data-driven decisions using tools like customer analytics and marketing platform Venga.
Local merchants in every vertical are relying more on social media marketing for customer acquisition and retention, but restaurants in particular have become heavy users of social platforms. This year, 50 percent of casual dining and fine dining operators said they planned to devote even more resources to social media marketing. Hyperlocal vendors like Perch are providing business owners with a way to consolidate most social marketing tasks in one centralized app.
The vast majority of mattress sales still take place in brick-and-mortar stores. However, America’s Mattress of Onalaska owner Dave Weinberger says he’s found that millennial shoppers are increasingly doing their pre-shopping research online. In response, he’s begun shifting his advertising budget away from offline channels and toward digital tactics, like call tracking and recording, search marketing, and online promotions.
Online scheduling platforms are supposed to save merchants time by automating client bookings, cancellations, reminders, and even payment collection. But when merchants stop trusting their own scheduling platforms, and start verifying individual bookings for accuracy, the benefits of online-only systems go out the window. For an exclusive Chicago salon, switching things up helped maintain buzz and business.
As London’s boutique Lanesborough Hotel began what would become a 19-month, multi-million dollar refurbishment in 2014, executives started looking for strategic ways to appeal to guests with luxury tastes. To go along with the newly renovated rooms, which reopened in July, the team decided to add a technology component that would be unlike anything travelers had ever experienced.
Walk into any coffee shop in the late afternoon and you probably won’t have a problem finding an open table. That afternoon lull can be tough to overcome. At Sunshine Coffee Roasters in Northern California, owner Mike Doherty’s approach adds a shot of technology to established customer outreach tactics. He relies on his cloud-based POS system, ShopKeep, for the majority of his promotional work and business management.
Social media, search engines, and local review sites can all generate attention for businesses in the home services industry, but when it comes to actually making sales and closing deals, nothing beats the effectiveness of a good old-fashioned telephone call. “Listening to how my associates communicate with clients is important,” says All Plumbing’s Kabir Shafi.
Keeping on top of the endless stream of reviews posted on Yelp, Facebook, Twitter, and TripAdvisor each day can be time-consuming for a busy small business owner. Responding to negative reviews can be emotionally draining, as well, so Brian Wilson decided to take another route.
Having a product as small and portable as chocolate candy gives M Chocolat’s owners the freedom to sell outside their brick-and-mortar store. The sisters often use food festivals, local races, wine shops, and gourmet specialty stores to find new customers.
Like many merchants, the team behind Boba Guys relies primarily on unpaid marketing campaigns for customer retention, using organic tactics like posting exclusives and inside news on social media. Ten percent of Boba Guys’ marketing is aimed at customer acquisition.