Tag: customer experience

QSRs have emerged as superheroes during the pandemic, creating an entirely different consumer experience in record time by offering contactless delivery, curbside pick-up, and other innovations that have allowed them to stay open and operational when so many other businesses have shuttered. But as many states are still moving through their phased re-opening plans and more options become available to consumers, QSRs are challenged with keeping their momentum going. How can they continue to build on their success? The key is activation. Advertising on the right channels at the right time. The more QSRs can offer experiences that leverage the power of data to better speak to their customers and address their unique needs, the better chance they have of continuing to succeed in these unwieldy times. As we move into the fall and winter, and as more and more people look to QSR’s to help with their meal plans, consider the following: 1. Use data to create a more robust loyalty program. There’s no question consumers have plenty of QSRs to choose from and using a loyalty program is an excellent way to ensure they continue to view you as a preferred dining destination. But you might be surprised to learn how much of a difference it can make to your bottom line. PYMNTS reported that in 2019, Starbucks President and CEO Kevin Johnson shared how the company’s active mobile app rewards membership grew to 16.8 million users, which comprised 41% of sales in U.S. stores. The PYMNTS Restaurant Readiness Index also shows that 79.5% of QSR customers and 47.5% of QSR managers see loyalty programs as a feature that is important to a restaurant’s success. Now is a great time to review your loyalty program (or create a new one) and see if you can expand it to offer more perks, thereby enticing more customer interaction. A strong loyalty program should include a combination of your own customer data, enriched with third-party data for deeper customer insights, such as behavior, lifestyle and interests. 2. Make it easy for customers to order, purchase and pick-up with mobile ordering. Mobile ordering is no longer the wave of the future—it’s part of the new now. PYMNTS reported that Dunkin’ Brands CEO Dave Hoffmann noted on-the-go ordering experienced an average weekly sales increase of 25% year over year—and this growth was especially key in locations without a drive-through. For customers who want an easy option that allows them to order, pay and pick-up at curbside, mobile ordering is the ultimate in simplicity, and your data can help you determine who is most primed to take advantage of this option so you can push it directly to them. 3. Offer demographic and location-specific promos. The power of data can help you know a lot about your customers, from age and occupation to whether or not they have a family, how they spend their time, and how much of that time is spent at your competitor’s restaurant. This data can help you craft promotions that can speak directly to your consumer, ensure you’re advertising on the channels they prefer and frequent and get them in your door. When you know you cater to parents who are tired of a long day of homeschooling and work Zoom meetings, you can tailor and execute a promo campaign that speaks directly to their needs and deliver it to their preferred channel, encouraging them to skip cooking and order from you instead. Or maybe you have locations that are close to college campuses, allowing you to entice students with a two-for-one deal they just can’t pass up. And as offices start the slow process of opening back up, there’s an opportunity to welcome workers back to the neighborhood with a special curbside or delivery pick-up deal. 4. Ensure your customer knows your brand values. More and more, consumers are becoming conscious of who they spend their money with and why. As Longitude Design points out, this is something Ben & Jerry’s does exceptionally well, and their value message is spread across everything the brand does, from their scoop shops to their store-bought pints to their company-branded events. This is your opportunity to share what you value as a company and a brand, and how it aligns with your consumer’s lifestyle. Is your food sustainably sourced? Is your packaging environmentally friendly? Be transparent about your supply chain, share how you care for your employees, give some insight into the prep process behind your food, as these insights will help your consumer gain trust in you, which in turn creates loyalty. Social media is a great way to get the word out about your value-based operational initiatives. To learn more about how you can use data to build on and enhance the new customer QSR experience, visit our Restaurant Marketing Solutions page.

These days, the new normal is becoming the new now, but there are still some challenges to navigate—especially as we head into the busy holiday season. And with consumers being more and more discerning about who they spend their time and money with, marketers across every vertical are challenged with making an impact. But it’s not all doom and gloom—and in fact, it presents unique opportunities for marketers and brands to change their approach for the better. If you’re looking for the best way to offer your customer a positive experience during this unusual time, here are some suggestions: 1. Communication, communication, communication. Whether you’re a restaurant or retailer, OEM or financial institution, communicating with your customers is key, especially if you’re offering an in-person experience. You’ll want to update them on new protocols, such as mask-wearing mandates, sanitization plans and other changes to the in-person experience, so your customer knows what to expect, but also so they feel safe. Similarly, if your operation is entirely online, either just for now or for the foreseeable future, sharing information about how your service has changed—and how your customer can still expect great service—is equally as crucial. As CMS Wire pointed out in August 20201, GlobalWebIndex shared a report showing that 37% of social media users have visited a brand’s social media page, 36% have liked or followed a brand on social media, 19% have asked a question to a brand on social media, and 15% have uploaded a picture or video to a brand’s social media page. Plus, other reports show a 20% increase in consumers reaching out to customer service for support. It’s clear that customers are looking to connect and communicate with brands in a variety of ways, so the easier you make that for them, the more confident they’ll be in supporting your brand. Speaking of… 2. Enhance the online consumer experience (CX). Entrepreneur shared insight2 from the Temkin Group that found companies with a turnover of $1 billion annually can expect to earn an additional $700 million within three years when they invest in CX. Technology plays a huge role in this, especially if your entire business is online. Making it easier for customers to buy what you’re selling is always a good idea, no matter what lifestyle category you fall into. So, if it’s time to upgrade your online shopping cart or enhance your website, don’t dawdle. Similarly, if you’re offering consults via Zoom or other conferencing platforms, make sure you’re set up to give customers something that goes above and beyond to keep them coming back for more. And if there are ways you can personalize the online experience, even better. But don’t rule out going the extra mile—Business.com recommends looking into AI experiences that can give your customer a more direct experience with what you must offer3, even if they can’t be there with you in person. 3. Enhance the in-person experience. Similarly, the more you can do to give your customer a reason to visit you in person (assuming it’s safe), the better chance you have of getting them to do so (and coming back for more). Certainly, a safe and secure in-person experience is key, with social distancing guidelines, plans for managing busy influxes of consumers, and—of course—cleaning and sanitization protocols. But over and above that, can you offer curbside pick-up (BOPAC)? Do you have mobile ordering, or the opportunity to buy online and pick up an item in-store (BOPIS)? How about socially distant consults? What about gifts with purchase, or gift-wrapping opportunities, especially leading up to the holidays? Tesla is doing something interesting with socially distant test drives, where customers can take the Tesla of their choice for a spin with a pre-programmed route set by the dealership. Now is the time to get creative and see what resonates with your consumers! 4. Meet your customer wherever they are. With the NFL hosting an altered season, big brands like Pepsi4 have had to get creative to make sure their customers know what they have to offer. According to Marketing Dive, the brand launched an initiative called “Made for Football Watching” to target all the viewers who will be at home instead of in the stands. Similarly, Disney, Hilton, Southwest Airlines and even the California Tourism Board have developed content that’s being used across Pinterest, where searches for “RV Camping Trips” have jumped 1300%, “Road Trip Routes” surged 250%, and “airplane essentials” increased by 170%, along with a 250% bump for “vacation spots.”5 Consider not just where your customers are physically, but where they are virtually—and show them how you can help them find what they’re looking for and enhance their experience no matter where they are, or where they’re going. 5. Remember that your customers are people, too. Yes, we’re all in a panic to figure out how to meet our revenue goals in this new world, but don’t forget your customers aren’t just walking dollar signs—they’re people, and they’re just as stressed out, confused and worried as the rest of us. As Business 2 Community points out, customer emotion data can be a big help in your “new normal” marketing plans6. Not only can it help you determine how best to communicate with your customer, it can help you learn the best forms of communication and how often to use them, and how you can best address their needs. The old-school manipulation tactics don’t work anymore. The more you can connect and communicate with people on a one-to-one level, the better chance you have of supporting their needs, and creating a new, stronger connection going forward. To learn more about how to connect with your consumers using the power of data, click here. 1 https://www.cmswire.com/customer-experience/7-ways-to-ensure-your-social-presence-improves-your-customer-experience/ 2 https://www.entrepreneur.com/article/353979 3 https://www.business.com/articles/improve-online-customer-experience/ 4 https://www.marketingdive.com/news/pepsi-champions-football-fans-stuck-at-home-as-sports-marketing-shifts-focu/583657/ 5 https://www.marketingdive.com/news/disney-hilton-southwest-airlines-target-travel-planners-on-pinterest/583990/

There’s no question that COVID-19 has changed the shopping landscape forever. While the initial onset of quarantines and lockdowns negatively impacted brick and mortar retailers, online shopping soared to levels higher than 2019’s Black Friday/Cyber Monday extravaganza, accounting for $153 billion in spending over April and May1. Many consumers will continue to shop online for the foreseeable future for various reasons, which means marketers must have a greater focus on providing a positive online customer experience. Despite MSN Money’s claim that COVID may have made holiday shopping extinct2—in part because retailers such as Walmart, Target, Best Buy and more are keeping their doors closed on Thanksgiving—it turns out that’s not the case. According to polls taken by Chain Store Age, the pandemic hasn’t impacted consumers’ holiday spending plans, but it has affected how they intend to shop. This sentiment is echoed by Radial, who shared that 60% of consumers plan to shop less in-store this season. Even so, Salesforce noted that respondents to their poll found that consumers value safety and health above all else in their in-store shopping experiences, with 60% stating that social distancing measures were important to them3. So how can you navigate this new shopping normal and make the most of the 2020 holiday season? 1. Leverage data to strengthen communicationsData has always been an important component to a successful marketing plan, but it’s even more important now that shoppers are scattered across multiple devices and shifting their preference from offline to online—or a hybrid of the two. Connecting consumer identities across devices and channels means you can reach customers more effectively, promoting events, items and experiences that are most relevant to them on the channels they frequent most. You can also leverage mobile location data to understand consumer traffic patterns, including understanding which competitors they may visit. Not only will this help you to anticipate their behaviors, but you’ll learn more about their habits and preferences, which in turn helps you to craft messaging that speaks directly to their needs—and encourages their loyalty. 2. Be transparent in your messagingBrick and mortar holiday shopping isn’t totally out of the question this year, it’s just going to look a little different. If you’re still offering customers an offline experience, be open and honest with them about what they can expect. Use your outreach to share information about how you’re protecting employees, sanitizing the store, and making for a safer in-store experience so your customers feel comfortable walking through your doors. (The NRF has excellent resources to help you navigate this as required by state guidelines.)Also, let them know if there are any changes to shopping policies, such as wearing masks, contactless payment, the number of people allowed in the store at one time, return windows and more. The more transparent you can be in your messaging, the more comfortable customers will feel in keeping you in mind for their holiday shopping plans. And if your online business is booming, make sure you communicate any changes in fulfillment or shipping due to safety measures or delivery delays. This will be important messaging to those who may not be traveling to see family this year and are shopping online to have gifts shipped to their loved ones. 3. Offer positive new experiences and perksWhether you’re online or offline or both, customers will feel encouraged to shop when you offer them a little something extra to help make their shopping experience more enjoyable. Curbside pick-up has become an important aspect of this new normal in retail, so make sure you share with your customer whether that option is available to them. If “try before you buy” isn’t available like it may have been in the past, see what you can do to offer a similar experience—for example, many fashion retailers are offering virtual styling services that allow customers to connect with an expert for further insight on fits and cuts that may work for them (or the friends and family they’re shopping for). Some home furnishing retailers provide the ability to “visualize” an accessory or piece of furniture in your home.Free gift-wrapping services are always appreciated, as are in-store experiences for shoppers with kids (but they must be socially distant, of course). Be creative and use data to help inform your decisions so you can create perks and experiences that will really connect with your customer. Even with new challenges, retailers have the opportunity to offer a positive shopping experience through the holiday season and beyond, whether online or offline. And given the stressors of the season, it’s likely consumers will be shopping for themselves as much as they’re shopping for friends and family. As Business Insider put it, “…retailers will need to be more targeted and creative in their approach to Black Friday to get customers to spend,” and having the right data will be key. Download our new Holiday Marketing eBook for trends, tips and tricks to help you plan and execute powerful holiday marketing campaigns.   1https://theblog.adobe.com/online-shopping-during-covid-19-exceeds-2019-holiday-season-levels/ 2https://www.msn.com/en-us/money/companies/covid-19-may-have-made-thanksgiving-day-holiday-shopping-extinct/ar-BB17fmtm 3https://www.zdnet.com/article/covid-19-has-permanently-changed-shopping-behavior/

As the pandemic took hold of the country and stay-at-home orders were put in place, one of the consumer categories that was most adversely affected was the restaurant industry. But while sit-down restaurants were forced to pivot to curbside delivery and other inventive means to make ends meet, quick-service restaurants (QSRs) that already had a solid delivery program or drive-through in place saw a surge in new guests. “Dinner and a movie” took on a different meaning as people either picked up or ordered in to make date night happen, and QSRs rose to the occasion like never before. With some states beginning phased re-openings of non-essential businesses, some restaurants are now allowed to open so long as they follow social distancing rules or allow for outdoor dining areas. But that doesn’t mean consumers will be ready to race out and participate in this new dining experience. Many may remain apprehensive about safety and continue to “dine at a distance” until they’re confident that they can remain healthy, or until a successful vaccine goes into use. Even as states begin their phased re-opening plans, many continue to work from home—which has greatly affected both dine-in and QSR venues. Those who saw a robust lunchtime crowd probably saw a drop-off while business-based locals shifted their office plans. However, new opportunities have emerged for restaurants to reach out to their regular lunch crowd to offer delivery or attract a whole new lunch crowd who may not have thought to order from them before. Between the challenges of a post-pandemic world, a shifting of diner priority, and an uncertain future facing the restaurant world, it’s now more important than ever before to leverage an intelligent, data-driven marketing strategy to ensure your campaigns reach the right consumers, and also attract new customers to expand your customer base over time. All of this can be done using the power of data, but having the right data is key to making the most of your marketing efforts. As you’re crafting your current marketing plans, it’s important to look at all the variables you need to address to create more targeted messaging, thus helping you zero in on your most desired consumer base. The first thing to consider is, how well do you know your guests, and what do you know about them? If you have no insight into their dining habits or preferences, it will be challenging to come up with messaging that will speak to them. But with the right data, you can discover if they frequent your competitor’s locations (and if so, how often), which apps they’re using to order food, which days of the week, and even which meals they are most likely to order.  You can also use this information to better understand how often you factor into your customer’s dining plans by understanding if they are beginning to commute again, or continuing to work from home, and if the latter, do they live near one of your locations.    Data can also help you discover more about who they are, so you can even further tailor your messaging to their needs. Let’s say your target customer is married with children. Addressing their busy life as a professional and a parent, and sharing how you can ease the burden of dinnertime to make life easier for them, may be exactly the kind of message of support they need to encourage them to reach out to you. Using data based on demographics, lifestyle, behavior, attitudinal and mobile location data can help you cook up a marketing strategy with precision and success, resulting in more diners knocking on your door (or at least, calling for take-out). Another key component to consider is the use of mobile location data, which Zeta Global cites1 as being the most important data chain restaurants can use for their marketing plans.  Not only can this data be used to better understand share of wallet and potential up-sell opportunities, but it can also be leveraged to reach out directly to potential new customers that have historically frequented your top competitors.  You can also use mobile location data to connect with consumers who may be more drawn to your restaurant because of your delivery or curbside pick-up options, and craft outreach based on that information that will encourage them to order with you. As Hospitality Tech pointed out2, building trust in a post-pandemic world is key for QSRs who want to continue to encourage loyalty with current guests, and entice new ones to place orders.   The key to making that happen is data. By deploying marketing messages that resonate, activating them on the channels your guests use most, then measuring the impact of your campaigns, QSRs can create more opportunities for success and customer connection that can translate into real, long-term results. Plus, the right data can help you increase store traffic with high value guests, reactivate guests who haven’t visited in a while and find new individuals who live nearby that closely resemble your current high value guests. Experian has decades of experience in helping organizations better communicate with their customers across all marketing channels. How can we help you? Find out more about our restaurant marketing solutions. 1https://zetaglobal.com/blog/chain-restaurants-need-customer-data/ 2https://hospitalitytech.com/new-marketing-communications-playbook-during-covid-19