Drive Revenue And Loyalty With Personalisation [Part I]

One prominent trend in the hospitality industry is the rising customer demand for personalisation. Personalisation is your key ingredient to creating a memorable customer experience. An experience that makes customers come back and spread the word about you.

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Simply put, personalisation is an easy and straightforward way to stand out, increase your sales and grow your business. 

Why you should focus more on personalisation

62% of customers say they have recommended, chosen, or paid more for a brand that provides personalised service.

It’s time to move away from the one-size-fits-all approach many businesses still rely on. Customers want to be understood as individuals and served according to their needs.

Data helps you to unlock the huge potential for a personalised experience. However, gathering data often raises concerns around security and the assumption that customers would not want to give their details away.

Despite that, recent studies have shown that 84% of customers say they trust restaurants with their personal data if it translates to a better, more personalised experience. 

So, make sure to use the data and derive real value from it to create targeted and relevant offers.

How to grow your business with personalisation

Personalisation is not only about satisfying your customers’ needs. There is more it can do to grow your businesses.

Foster customer loyalty

Personalisation is the foundation of your relationship building. If you greet your customers by name whilst already preparing their favourite coffee it might not be a big deal for you. But will definitely be remembered by your customers. Think of how Starbucks is applying this principle by calling customers by their first name when their order is ready.

The same applies to keeping track of dietary requirements and food preferences to adjust your personalised menu recommendations accordingly.

Increase revenue

In addition, remembering customer preferences based on past purchases gives you an easy opportunity to upsell. You know what they like, so why not proactively offer it to them when taking their order. 

Also, email campaigns that include personalised offers and deals come with a much higher conversion rate (up to 6x). Start building customer mailing list segments based on transactional behaviour, interactions and demographics to better tailor your campaigns.

Boost word of mouth

We all like to share special moments with others. So whenever you exceed your customers’ expectations chances are that they will recommend you, post about you and leave a positive review. This will, of course, bring in new customers.

Improve operational efficiency

If you know what customers want and like you can better predict trends. Give them more of what they like and take unpopular items off your menu. This will also help you towards better inventory management and further reduce costs.

Watch out for Part II of this blog article, about what is needed to create a personalised experience, including some inspiring ideas.

Need help sending out tailored email & SMS campaigns? Get in touch with one of our team who are happy to run you through it.