Delivery and online ordering build your customer database every day. Are you taking advantage of this point of sale data for marketing?
Today, we look at ways to enhance customer service by sending personalized messages through the POS system.
Start with the simplest form of communication: the receipt. Messages on receipts don’t require you to collect emails, and are usually “set and forget,” so you just enter the settings once, and then the messages (usually bounceback or loyalty messages, or surveys) print automatically on receipts.
With SpeedLine POS, you can also set a prompt on screen to remind the cashier to point out the offer to the customer.
Check your POS system for settings that allow you to target messages and offers to a specific audience, such as:
- bounce-back offers for first-time visitors or lapsed customers who haven’t ordered for a while;
- reward offers for frequent customers; or
- something special for a customer who has a birthday that day.
Your POS software may also give you the option of printing a general message on a certain percentage of the receipts. You can use this to survey customers randomly, or to direct customers to your online ordering site or Facebook page. Surveys give you valuable feedback—and a Harvard Business Review study showed that the act of offering a survey increases customer satisfaction—even if the customer does not respond.
Have you explored the communication and marketing potential of your POS? How are you using POS customer messaging to build a closer relationship with your customers and drive traffic to your restaurant.
Want to see how SpeedLine POS could help you increase customer frequency and order value?
Emailing a receipt from the point of sale reduces paper use and related costs—and business professionals especially love the option.
Faded and misplaced receipts can cause frustration for your customers, especially at tax time. Email a receipt “reprint” any time to a customer who needs a copy for an expense report or tax return. If you serve a business crowd, this can save a lot of time and frustration.
And for your customers who track expenses at home, the option to save and search receipts in their inbox makes life easier.
The ability to order pizza online has become an attractive option for many customers. According to a new benchmarking study, fewer than half of independent pizza and delivery restaurants are realizing the benefits of online and mobile ordering. Of the restaurants surveyed, only 44% are taking orders online, with web and mobile orders making up less than 8% of total sales. This slow adoption of online and web ordering is causing restaurants to miss out on revenue in the short term, and take a hit in customer retention over time as savvy customers find new local pizza and delivery options online.
In pursuit of a “snapshot view” of delivery service, food service packaging manufacturer Sabert Corporation marked the National Restaurant Association show with what they dubbed a “Delivery Pressure Test,” ordering food from a variety of Chicago area restaurants using a combination of phone, mobile, and web ordering services. Read more
“Going green” always seems to be in the news, but is it a viable option for your restaurant business? Many operators find it not only makes for good press and creates goodwill with environmentally-conscious customers, but it also saves them money. Read more
Group ordering capabilities for corporate lunches or any group gathering can be a great way to drive catering sales. Companies, teams, schools, clubs, and churches are plum customers because of the potential for regular, high-volume orders. A restaurant that offers the convenience of online group ordering and deferred payment is an attractive choice for these groups. Read more
Do you know what’s happening in every area of your restaurant business? Knowledge is power, and the statistical data in your POS can provide you with new growth potential. Read more
From the Archives: 4 Ways Restaurant Operators Can Turn Negative Reviews into Positive Conversations on Social Media
At the 2013 International Pizza Expo, I attended an excellent Social Media Roundtable discussion moderated by marketing specialist Joel Cohen and led by panelists who make extensive use of social media in their pizza businesses. During the Q & A, an operator stepped up to the mike to ask, “How do I prevent negative posts?” Of course the short answer to that is, “You can’t.” But the panelists had some great advice on how to deal with negative reviews—an inevitability even for the best restaurants. Read more
Have you just opened a new location? Do you want to create awareness with potential customers in your trade area? If the answer to either of these questions is yes, then it’s worth investigating Every Door Direct Mail (EDDM) as another tool to use in your marketing campaigns.
Boomers & Millennials Prefer Web and Mobile Ordering to Talking on the Phone
Customers are becoming more averse to talking on the phone, commented Domino’s CEO David Lawton in a Bloomberg Business story. “We look at surveys of our customers, and they’re pretty clear in telling us they like ordering on digital better than talking on the telephone.” Making it easy to avoid that call eliminates one reason for them to order from someone else. Read more