Expert Insight Digital Transformation to Greater Personalisation
Impact Data helps businesses save time, save money, and make money with world-class marketing applications. Their platform TalkBox pulls information from POS, booking engines and guest Wi-Fi and analyses the data to predict customer behaviour based on frequency of booking and spending habits and then sends automated and tailored digital communications based on this information. UK Operations Director, Mark Tunstall looks at why now more than ever operators need to deliver the personalisation consumers are demanding and cultivate a loyal customer base by harnessing the power of their data.
The last decade can only be characterised as one of digital transformation. The way customers engage in content, music, film, television, brands and with each other has changed drastically. The explosion of Instagram, WhatsApp, Spotify, Amazon, Netflix, YouTube and many more, mean that consumer habits and behaviours have changed beyond recognition to what they were in 2010.
Consumers have never been more demanding and are increasingly fickle; we live in an increasingly frictionless world of instant gratification. Moreover, a personalised experience online is increasingly becoming the norm, as we receive tailored and curated playlists from Spotify, specific film and TV suggestions from Netflix and product recommendations from Amazon.
Bars and restaurants have been feeling this shift in consumer behaviour also, as the market has become increasingly competitive with an influx of new and exciting brands and concepts in tandem with spend remaining relatively flat. Consumers are spoilt
46 March 2020
www.venue-insight.com
for choice and operators are battling daily to build a loyal customer base.
In the current market, offering high- quality food, drink and service is no longer enough to guarantee commercial success. A key differentiator for operators in the coming years will be how they deliver a personalised customer experience.
As a service industry, hospitality has a head start and is well grounded in providing those personalised experiences; bartenders are well accustomed to mixing drinks to accommodate specific tastes and preferences; publicans have always had to know their regulars by name and their drink of choice, and every day waiting staff will help guests with menu choices and recommendations. But now operators must extend this to their online presence.
The good news for operators is that they have vast amounts of data available that, if used in a smart way, will allow them to personalise at a granular level. Operators collect huge quantities of valuable customer data via EPOS, booking platforms and Wi-Fi providers, yet all too frequently this data is left unused and neglected.
By actioning this data and embracing technology there is a clear route to success to help deliver the Holy Grail of a loyal customer base. Data can help build a clearer picture of your customers’ purchase behaviour and preferences on an individual level.
This insight gives operators the
opportunity and the platform to cut through the noisy current marketplace with an effective, personalised digital marketing experience. The result will be greater levels of engagement and loyalty among your customer base, more frequent repeat visits and increased advocacy of your brand.
Still too frequently, operators view technology as disruptive to the day to day running of their business. In the past there was no doubt that was true, with many operators suffering poor experiences due to bad implementation or lack of adequate staff training. But the technology landscape has improved. As more ‘plug and play’ technology comes to market which minimises disruption and sentiment amongst technology providers to work collaboratively together increases, the excuses of years gone by no longer stand true. My view is that those operators that fully embrace technology across their business will be the ones that win in the future.
Looking ahead, personalisation won’t simply be used as a thinly veiled way to advertise products or services, but to engage your customer base and create lasting loyalty for your business. The next decade is the time for hospitality operators to respond to fast-changing consumer needs and deliver the personalised experience that will drive their businesses forward to sustainable success.
www.impactdata.com.au
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