If you own or manage a restaurant or other business, chances are, you’ve pondered what you could be doing (or doing better) to effectively market your business. The biggest opportunity may be standing at your register right now. That’s right: your current customers.
A well-designed and well-executed rewards and loyalty program can be a huge asset in your marketing toolkit. But what does a good program look like? At Xenial, we have a team of consultants that work with leading brands like Groucho’s Deli to design their loyalty programs.
Developing a rewards program that will encourage customers to buy more – and more often – requires a bit of planning and evaluation, informed by an understanding of what motivates your customers. Here are our six recommendations to help get you thinking about your rewards program.
It needs to be easy for your customers to understand, along the lines of "Seven visits earns you a free six-inch sub on your eighth visit." And it should be easy to sign up and participate. If your rewards customers have to do mental math to convert points to dollars or percent discount, you'll likely lose them – if they ever sign up in the first place. Your rewards program also must be easy for employees to implement. Your POS should be pre-programmed for rewards redemption and integrated with your loyalty/rewards program. And be sure to train everyone. Servers or cashiers shouldn't have to call over a manager when they need to redeem a reward.
Think about ways you can generate excitement and buzz by doing some internal marketing. And run some fun but simple sales contests, with nice valuable rewards for employees who get the most signups. Finally, consider how you can make your rewards program part of the ingrained culture. Maybe you'll need to send reminders so that it is talked about in weekly, monthly, quarterly and annual meetings. Finally, at the store level, you'll need to be sure your program is part of new staff training and that managers mention it almost daily with staff.