Customer Segmentation for Restaurant Marketing

Personalizing your Customers Experience equals Growth.

 

Customer segmentation with Bloom allows your business to personalize your customers experience in real time at scale. No matter what business you’re in, if you’re seeking constant growth and engaged, happy customers, then the personalizing of your customers messaging and restaurant marketing is essential. In today’s crowded marketplace, consumers expect personalized, engaging messaging that speaks to their individual needs and preferences.

To do this, you need accurate and reliable customer data, and you need the ability to segment your customers into various groups based on the demographic and behavior data you collect. Those groups are known as customer segments or buyers personas, and with them you can create separate, much more targeted marketing campaigns that are specially crafted to resonate with each of those groups.

What is Customer Segmentation?

Customer segmentation refers to the process of subdividing a customer base into specific groups based on similar demographics, psychographics, and/or various behavior data points. This information can guide restaurant marketing professionals when developing new marketing campaigns, messaging or optimizing existing ones to personalize their customers experience online or at there physical location. In addition, it can be useful to assess the viability of new products, services or menu items before putting them on the market. All of these benefits can help increase ROI and improve your bottom line.

Why Should You Segment Your Customer Base?

The answer is simple. According to many studies, segmented, targeted marketing is much more effective in terms of engagement and ROI. Here are some examples:

  • An article from CMO.com stated that targeted advertisements are, on average, almost twice as effective as non-targeted ads.
  • eConsultancy.com reported that 74% of marketers say targeted personalization increases customer engagement.
  • In a study by The Direct Marketing Association, segmented and targeted emails generated 58% of all marketing revenue. And 77% of ROI comes from segmented, targeted, and triggered campaigns.

The major benefit of executing targeted marketing campaigns is that you are sending your message to customers who are more likely to engage and respond. With the ability to collect customer data like demographics, preferences, customer satisfaction, buying habits, locations and other targeted information, you can deliver this type of highly effective advertising, messages or surveys – and help your business grow.

How To Segment Your Customer Base?

As mentioned before, effective customer segmentation cannot be done effectively without solid, reliable data. While some companies hire a third-party company to gather the data for them, it is simply too expensive for many. Plus, they’re only getting a “snapshot in time” of their customer data, and usually from a small sample size. As a result, if you want updated data, you’ll have to continue paying for it. This solution doesn’t make business sense for many businesses.

However, with the Bloom Intelligence WiFi marketing and analytics platform, you’ll have the ability to collect detailed customer profiles at pennies-on-the-dollar compared to third-party companies. These customer profiles will contain the data you need to effectively segment your customers. And they are collected passively behind the scenes, in real time.

 

Bloom displays all of your customer profiles in an easy-to-use, sortable and filterable list. Using the powerful advanced filters, you can create separate lists of various customer segments. The lists can be saved and used in individual targeted marketing campaigns.

Static and Smart Lists for Targeted Marketing

Lists can be static, meaning they are not updated once created, or they can be smart. Smart lists are updated in real-time. Customers are added to the list when they meet the list criteria or removed when they no longer meet the list criteria.

The customer profile list can be filtered by various metrics, and in any number of combinations. For example, Bloom’s filterable metrics include:

  • Number of all-time visits to your restaurant
  • Any number of days since their last visit
  • Their average dwell time (average time spent in your restaurant)
  • Customer Age
  • Customer Gender
  • Or the customer email address
  • and much more

Imagine the types of lists you could create with these filters. For instance, you could create a list of (possibly churning) females who haven’t visited for over 2 months and save it. Then you could send a message to just those on the list communicating your ladies appreciation night is coming up, for example. Then add a special incentive to get them back through the door and become a loyal patron once again.

Or, you might create a list of customers who have a dwell time of less than 20 minutes. Then you could send a message to them saying that you want them to come back and stay longer. Perhaps you could even offer them a free appetizer or dessert.

The opportunities are endless. And the results are tracked and measured on the individual customer and campaign level. With a single message you can start increasing your bottom line.

Grow Your Business, Increase Customer Loyalty

By segmenting your customer list and executing well-thought-out targeted marketing campaigns, your customers will notice that you are communicating with them on a more personal level. Today’s customers expect personalization when it comes to advertising, marketing, messaging. And when they see it, they engage. As they realize the personalization of your message and begin to engage with it, the chances of them coming back into your store increase.

Bloom Intelligence offers a powerful and easy way to do this without breaking your marketing budget. So, if you’re ready to build more customer loyalty and grow your business, WiFi marketing and analytics from Bloom Intelligence is the solution you’ve been looking for. Schedule a demo today and we’ll show you just how easy it is.

 

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  • Amazing analytics tools.

    “This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

    ~ Ron Murray
    Atlanta Bread Company