Lane7 Group is a rapidly growing operator with seven entertainment bars and venues throughout the UK. From bowling to table tennis, arcade games, beer pong, darts and classic American pool tables their bars make for seriously memorable nights out.
They currently operate 13 venues across the U.K. with more planned to open in the near future. There are also plans to expand on the existing concept with new activities such as mini-golf.
During the first lockdown, the team at Lane7 used the downtime to upgrade their systems and processes to help accelerate their future growth.
Lane7 venues utilise Stampede’s guest WiFi and captive portal to grow their contact database. By delivering a 94.8% opt-in rate, their database has grown by several thousand swiftly and safely even with limitations on opening during 2020.
Before using Stampede their online booking system was the main source of collecting customer contact details. Most bookings at Lane7 are for multiple guests, but they were only able to take the bookers’ contacts details.
Now they can gather the details and contact nearly all customers thanks to Stampede’s guest WiFi solution.
With a larger contact database, Lane7 can gather more customer feedback, as well as launch bigger marketing campaigns to generate repeat bookings via email and SMS. Their first SMS campaign sent through Stampede saw a 17% return-to-venue rate.
Additional feedback contributes to their growth by enhancing their online reputation and organic conversions as a result. As word-of-mouth spreads digitally, they generate additional demand and bookings. More feedback helps them spot areas to improve quickly.
A final bonus of having a larger contact database is ensuring they get the maximum value from their reviews system, Feed-It-Back.