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Jim Griffin, founder of Lassu Loyalty, shares best practices for design of customer loyalty programs for resuarants. #customerloyalty #loyaltymarketing www.lassuloyalty.com
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The Secret Recipe:Best-in-Class Restaurant Loyalty Programs
Just-in
Winking at us
Warming Up
Going Steady
Losing Interest
Lost
First visit
Been in a couple of times
Chatting with the owner and staff
a Regular Customer
Less frequent visits
The Restaurant Business is Like Dating
What is Loyalty Marketing?
the effort to identify, maintain and increase the yield from best customers through long-term, interactive, value-added relationships
What Restaurant-Goers Do Now... (and what they would do)
Source: Technomic, Market Intelligence Report, 2013
36%
Have Joineda restaurant loyalty
program
80%
Would JoinIf their favorite restaurant
had a program
58%
Would VisitAGREE: “I am likely to base my decision about where to dine, based on whether or not I am a member of the
restaurant’s loyalty program.”
The Power of Loyalty Marketing
35%Increased Visit FrequencyDue to restaurant rewards program
Source: Loyalogy, Loyalty Pulse Study, 2013
Would Recommendto friends, if the restaurant has a good loyalty program.
65%
What about a “punch card”?
Easy to implement
No contact information
Vulnerable to cashier fraud
Rewards are routine, boring... basically, a discount
No segmentation
No communication
What Do YOU Want Your Best Customers to Do?
• Make you their first choice?• Plan their birthday party with you?• Refer their friends?• Rate you on Trip Advisor?• Use you for catering?• Come in during non-peak hours?• Order extras – like wine and dessert?• Order take-out?
5 Good Restaurant ProgramsLet’s see why they are effective...
Beefeater Program Key Features
• Online Activation or via Call Center• 300 Bonus Points for Activation• Rewards Expressed as Tangible Benefits• Notice that First Reward is Possible after
Spending 40.00 (equivalent to 3-4 meals.)
Mechanics
• Earn = 5 Points for every 1.00 Spent
• Reward: 500 Points = 5.00
• Redemption is in blocks of 500 Points
• Equates to a 5% Reward
300 Bonus + 200 Earned = 500 Reward
Why the First Redemption Matters
Earn Rates Increase by up to 8XAfter claiming a first reward
Source: LoyLogic, the Loyalty Guide 6, Section 1.4, pp. 25-26.
8X
Hard Rock Program Key Features
• Two program levels: FREE and VIP• FREE earns 20 points for each $1 USD• VIP earns 30 points for each $1 USD
• New Members Are Entered to Win Great Prizes• (All Expense Paid Trip to Hard Rock Hotel, Orlando,
Florida)• Monthly Offers• Commemorative Hard Rock Collectibles for Reaching
Member Milestones
Black Tier members and a guest are also invited to an annual VIP catered yacht ride around the New York harbor.
An app is a great way to create even deeper
engagement.
This is an Activation Strategy
This is equivalent to a free meal. If it’s a party of two, it’s like a 50%
discount. The bigger the group, the less expensive the discount will be.
Members are rewarded for posting about White Csstle on
social media.
New members get two free hamburgers (called “Sliders”) for signing up.They also earn points for completing activities online.
OK – Let’s Summarize...
3 Steps to Get Started (or to get Re-started)
1. Plan• Review overall company business objectives• Benchmarking• Obtain voice-of-customer feedback• Segment based on demographics, lifestyle,
needs• Tiering / scoring based on RFM data• Identify target groups• Identify desired member behaviors• Determine loyalty program objectives and KPIs
1 2 3
3 Steps to Get Started
2. Build• Create a promotional currency, determine the
value• Determine how members will earn and burn
points• Ensure that rewards are relevant, attainable
and worth the effort• Create a simple enrollment process
1 2 3
3 Steps to Get Started
3. Get Creative• Focus on customer relations. Build a mutually-
beneficial relationship.• Create tailor-made offers.• Recognize and reward best customers. Create
brand advocates.• Use simple, direct communication. Keep offers
fresh and exciting.• Imagination creates winning advantage.
Technology is merely an enabler.
1 2 3
Loyalty Planning Framework
This need not be a long, protracted process, but it is wise to follow a framework when thinking about customer loyalty, so that important considerations are not skipped over. Doing this produces a more reliable outcome.