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Sponsor’s comment: Cheerfy

Cheerfy is the in-store customer engagement solution for restaurants, pubs and coffee shops. It boosts your knowledge

about your customers, enabling instore personalised interactions that drive loyalty and increase revenues. By integrating with your

existing Wi-Fi network and your CRM/PoS, Cheerfy identifies customers as they walk into your store. This gives you the chance to automatically send personalised messages to your customers, such as a cocktail recommendation during happy hour or a congratulation for their birthday. Even more, by notifying

your employees of the arrival of VIP customers, Cheerfy lets you treat them to a greater personal experience and make them feel special. All of this without a user

app, customer manual check-in or additional hardware.

they get something in return. Customers are your best marketeers beyond the restaurant.” What’s attractive about many of today’s CRM systems is that they don’t involve clunky questionnaires, bureaucratic loyalty cards, impersonal email dumps or huge investment. Cheerfy, for instance, uses an outlet’s existing Wi-Fi. Customers don’t have to download a user app, nor check in. The first time they visit the restaurant, the customer receives an initial alert and clicks once to register. That’s it. Chief executive and co-founder Carlos

Gomez explains: “Most customers’ phones are already tuned to Wi-Fi, so once they have reg- istered with one click, they are automatically connected to that restaurant when they walk in. They are also automatically connected with any other restaurant that uses Cheerfy.”


Through boosting your knowledge of the cus- tomer, you can create loyalty and revenues, adds chief operating officer and co-founder Adrian Maseda. “Arrival is crucial. That is when you can have an impact on the customer. But you can also message them on departure, thanking them for their visit or recording their feedback.” It’s up to the restaurant to make the technol- ogy relevant to the brand’s DNA. The platform, for example, allows the restaurant to identify high-value or VIP customers, so when service is busy it flags up their arrival. Consultant Stephen Macintosh, another Cheerfy adviser, points out that far from being impersonal, collecting data ensures stream- lined personal service: “A great maître d’ knows everyone by name, but the industry is very transient and competitive. If you lose key staff, you lose your index of information. If you don’t connect the next time the guest

Customising the customer experience

Autogrill is an international chain with more than 4,000 restaurants in over 30 countries and it is about to trial Cheerfy in Spain. Head of marketing in Iberia, Daniel Rodriguez, explains why he is looking for digital customer relationship management.

What is the profile of Autogrill customers? We operate in airports, railway stations and on motorways, so have a wide customer profile – families, business people, commuters and truckers. Most of these customers are connecting through their devices, so we need to embrace digitalisation as fast as possible to interact with them.

Which methods have you been using to connect with your customers? We are a concession business, so

26 | Technology Prospectus 2017

customers use us for convenience rather than as a destination. At the moment, we have Vyaggio App, which helps customers locate our stores worldwide. However, there is probably not enough added value for them to keep the app downloaded in their smartphones. We also use social media to listen to customers, to interact with them and to help them build a relationship with us. It has become a strategic means to connect with our customers.

Why are you choosing Cheerfy’s system? We want to see how it will help us to improve the customer experience through personalisation and customisation of the interaction between brand and customer. Cheerfy has an important key point – you don’t need to download a specific app. We already offer free Wi-Fi in our

“If you lose key staff, you lose your index of information. If you don’t connect the next time the guest visits, they will be unlikely to return” Stephen Macintosh, consultant

visits, they will be unlikely to return,” he says. Having notched up experience as a general manager at various London restaurants, Macintosh was frustrated that traditional methods of gathering data connected only with the person making the booking rather than all the guests. “Feeling cared for and special is the ultimate reason why people return, so when you gather information in a quick, immediate way, it allows individual service. It means the restau- rant connects with people on a deeper level. You can target the customer without taking a mass market approach,” he says. There is a backlash against mass marketing, agrees Maseda. “In the past, people sold prod- ucts, such as cups of coffee. Now, customers want an experience and that needs to be rele- vant. It is not much different to Netflix sug- gesting a choice of films that are similar to the movie you just watched. People don’t want to be spammed with the same messages as everyone else. They expect personalised treat- ment. That drives loyalty.” But aren’t most people protective of their personal information? “People are less and less concerned with infiltration,” says Maseda.

stores, so it is clearly a friendly way to connect with our customers. We are going to test it in three stores in Spain across three concepts: table service, free-flow and counter bar. We want to understand how it works and assess which performs better.

Why is important to gather this type of information on your customers? It will allow us to work on customising their experience. The more information you have, the better service you can offer to your customers.

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