How To Use Data To Unveil Your True Brand Fanatics

Ideally, as a hospitality business, you want to turn all your loyal customers into brand fanatics. As those are the type of next-level loyal customers who spend more time and money at your venue than the average.

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Part one of this series featured the success story of Rib & Chop House’s exclusive, paid ‘Royalty Program’ as an example of how to reward your most loyal customers.

But before you create your own version, you need to identify your top-tier customers.

Gain Insights From Your Tech Tools

Start off by exploring your in-venue and online data. This helps you find out how customers have interacted across various channels over a certain time period.

Here are a couple of data sources that you should access:

• WiFi logins from Guest WiFi
• Bookings made from the booking system
• Interactions from the loyalty scheme
• Cash transactions from your POS system
• Purchases from your E-commerce system

The next step is to narrow down your data and filter by your top-tier customers.

Some segmentation filter ideas:

• Big spenders, i.e. customers that have spent more than £x in-venue/online
• Regular event bookers
• X amount of visits and/or bookings during the month
• Highly engaged loyalty program users, i.e. more than x times

Mix and match those segments to build your royal audience.
Tip – with a sentiment analysis you can spot certain keywords in your online reviews, that indicate loyal customers. I.e. ‘we’ve been here many times’, ‘would always recommend’, etc.

Monitor Your Social Media Accounts

Your brand fanatics also love to talk about the great times they had at your venue and share it with their social network.

Social media monitoring therefore can help you reveal some of your most engaged customers by tracking your @mentions, tags and comments.

For this, check the photo-tagged section of your Instagram profile and read through the comments of your own posts to spot engaged users.

Tip – follow your own hashtag to see who mentions your venue.

Power Your Marketing With Royalty Data

Apart from using the data to power a royalty program like Rib & Chop House did, you can also use it for hyper-personalised email and SMS campaigns. 

Those campaigns should be more centred around special events. You want to create a unique experience for your most loyal customers, rather than just rewarding them with a discount. 

Think about ‘member-only’ events, i.e. new menu taster evening, exclusive wine tasting, chef masterclasses, etc.

Need help segmenting your royalty data for personalised campaigns? Book a demo with our team to find out more about Stampede Marketing.