Customer Loyalty: Rewarding Your Customers

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Customer Loyalty Rewarding Your Customers Larry
OConnor, GRS Development Manager
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The choices we make about our food spending are
changing rapidly...

• Restaurants in the western world began on post
  roads in medieval Europe
• In the old days, you built your restaurant,
  served good food, and waited for customers to
  come.
• McDonalds changed the model forever
• We live a time when consumers cocoon - couch
  potatoes are staying home. When a customer does
  come to your location, it has to be EASY and
  REWARDING to do business.
• More businesses are competing for prepared food
  dollars all the time
• Fast Food restaurants
• Table service restaurants
• Supermarket grazing bars
• Convenience stores
• Book Stores
• Video stores

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Who Are YOUR Customers?

• Business People On the Go
• Families looking for a meal cooked to order
• Singles with a microwave
• In-house diners Who See Your Place as Theirs
• Friends Groups looking for a place to gather
• Party organizers with friendsin town

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What Are YOU Doing To Bring Them Back?

• Buy 10, get 1 free
• Buy 9, get 1 free
• Buy 12, get 1 free
• See any pattern?
• Is your Loyalty program creating loyalty or
  just keeping you even with the competition?
• 10 senior discount is EXPECTED in foodservice
  today
• Isnt buy X get one free just a standard
  procedure?
• How can you keep your customers YOUR customers?

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Why Do Customers STOP Coming?

• Bad Service Experience
• Bad Quality (usually more than once)
• Economic Concerns
• BOREDOM!
• Customers are NOT IMAGINATIVE
• Have you noticed that MOST of your customers have
  a Standard Order?
• Thats good for FAST business, but bad over time
  for repeat business
• How can you keep your customers YOUR customers?

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Its All About Building Repeat Business

• Dine-A-Mate booklets
• Meal Deals
• Sub Clubs
• The modern restaurateur is looking for a way to
  get the customer in the door twice a month
  instead of once a month
• Ways to encourage you to order a side item or a
  dessert
• Ways to get customers to share ownership in
  their restaurants

Increasingly, you compete against food operators
of many stripes for limited discretionary
dollars. Introducing
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The Intelligent Restaurant

• Not all of your customers fit the same profile.
• Everyone expects a reward for every X pizzas
  purchased or spent
• Not everyone that stops by is thinking about
  your
• Appetizers
• Sandwiches
• Soups Salads
• Wine Lists
• Store paraphernalia
• An automated system can do much more than keep
  track of card punches for you

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Customer Loyalty

• Identify a customer by card, phone number or NAME
• Summary of each persons purchasing history
• Detail history of prior orders
• The ability to reward your customers based on WHY
  they come to you
• Business People encourage them to buy salads,
  not sandwiches for lunch
• Students encourage them to ADD ON to the small
  purchases
• Families encourage kids choices to get parents
  to bring the family
• Loyalty - Generate rewards for your loyal
  customers
• Based on total dollars spent
• Based on orders of specific item groups
• Award Loyalty by suggesting NEW item purchases
• Discount Sandwiches if you order pizza
• Discount Salads if you order sandwiches
• Find Reasons for your Customers to Return
• Web based tools to get lost customers back
• Web based tools for thanks e-mails to stars

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Customer Loyalty

• What they always get

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Customer Loyalty

• What can we offer
• The Try Something Different Award

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Customer Loyalty

• What can we offer
• The Instant Gratification Award

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Customer Loyalty

• What can we offer
• The Tell Others About Us Award

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Customer Loyalty

• What can we offer
• The You Spend Too Much Money Award

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How Else Do We Create Repeat Business

• Smart Phone Ordering for Get It Quick Ordering

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Communicate with the Loyalists,Redeem the Lost
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Gift Cards

• Mag or Bar Code Card based
• Loyalty - encourage repeat customers to tell a
  friend with instant award for Gift Card purchase
• Make it EASY to ALWAYS put the change from a cash
  payment BACK on the card
• Gift Cards/Certificates are a powerful way to
  talk about your store (and get others to do the
  same)
• On-line, real time issue and redemption for
  multi-store operations

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Corporate Loyalty/Gift Management

• For multi-unit operations
• Each store can be on line
• Centralized data for multi-unit operations
• Software will consolidate activity from units
• Customer adds
• Customer new activity
• Gift Card Activity
• Generate batch mails/e-mails based on master
  criteria, usage history, lack of orders
• In store and above store can be identical OR
  complementary plans