Customer Segmentation for Restaurant Marketing

How Personalizing Your Customer Experience Can Grow Your Business.

8 Ways WiFi Marketing Can Grow Your Business

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

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 customer buyers personas, and with them you can create 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, or optimizing existing ones to personalize the customer experience online or at their physical locations. 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. 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 personalized 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 contact information,  demographics, physical behavior, customer ratings, purchasing habits, and other targeted information, you can deliver this type of highly effective advertising to 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. As a result, this solution doesn’t make good business sense for many businesses.

However, with the Bloom Intelligence WiFi marketing software and analytics platform, you’ll have the ability to collect and verify 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.

Using Customer Profiles for Customer Segmentation

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. You can save the lists and use them 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 smart list when they meet the list criteria or removed when they no longer meet the list criteria.

You can filter the list by various metrics, and in any number of customer segmentation 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) men who haven’t visited for over 2 months and save it. Then you could automatically send a message to just those customers on the list communicating a new special offer during sporting events, 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. You can track and measure the results on the individual customer and campaign level. With a single message you can start filling your seats and increasing your bottom line.

Grow Your Business, Increase Customer Loyalty

By implementing customer segmentation 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, and personalized messaging. And when they see it, they engage, and you build stronger brand loyalty. As they realize the personalization of your message and begin to engage with it, the chances of them coming back into your store increase dramatically.

Restaurant Customer Segmentation Guide

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. Click the link, or call us at 727-877-8181.

 

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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