 A well-implemented POS system is more than just a tool for processing payments; it's a treasure trove of data and insights. By harnessing the capabilities of a POS system, restaurant owners and managers can gain a deeper understanding of customer preferences, track inventory in real-time, and streamline order processing. Point of Sale (POS) systems are the backbone of modern restaurants, streamlining operations and enhancing the customer experience, but restaurant owners and operators often neglect how instrumental an effective marketing strategy is in conjunction with a POS system to increase foot traffic and boost repeat orders and visits. At times of economic uncertainty, many diners are turning toward QSRs and fast-casual restaurants and are on the hunt for discounts and deals. A recent study found that 93% of customers visit a fast-casual restaurant at least once a month and that 55% of consumers who receive marketing messages (emails, mailers, and text messages) from restaurants will dine at or order from that restaurant within the next month. When customers hear from restaurants they respond and a POS system with integrated marketing ensures that your restaurant can send meaningful messages that keep your restaurant top of mind. In this article, we will explore the importance of marketing effectiveness and share strategies that restaurants can leverage, including promotional offerings, that will keep hungry customers coming back for more. Leveraging data to market: A well-implemented POS system is more than just a tool for processing payments; it's a treasure trove of data and insights. By harnessing the capabilities of a POS system, restaurant owners and managers can gain a deeper understanding of customer preferences, track inventory in real-time, and streamline order processing. This operational efficiency serves as a foundation for strategies that can attract repeat customers. From a restaurant operator and staff's perspective, a POS system is the central hub for managing orders, payments and inventory. It streamlines operations by allowing staff to input orders directly, sending them to the kitchen and updating inventory levels in real-time. A POS system can also be instrumental in creating more revenue-driving opportunities when combined with effective automated marketing solutions that support strategic campaigns for the target customer. Since the system houses all customer data and collects data in real-time, it adds to the treasure trove of information at hand allowing marketers to effectively update and adjust offerings and strategy as needed. With the data on hand and a strong marketing solution, restaurants are able to make decisions on what deals to launch and, more importantly, when to send the deals out. The same survey found that only 29% of diners actively ignore or opt out of marketing communications — this is imperative for marketers to know their efforts are well received. Marketers know the secret sauce is meeting customers at the right time, in the right place, and at the right point in their journey, and this means understanding what types of messages stick with them. Understanding customer loyalty: Unique marketing techniques go a long way and personalization is something marketers know needs to be kept in mind. By harnessing the customer data at hand, restaurant operators can create and distribute text messages, mailers and emails to build up a loyal customer base and increase orders. Well-tailored marketing messages can be incredibly effective at getting customers through the door: 25% of consumers dine within a week of receiving a marketing message, while 30% order within the same month. Meanwhile, 62% of respondents are 50% to 100% more likely to visit a restaurant within one week of receiving a promotional offer, according to our recent survey. While we know that marketing messages are an effective way to bring customers in, we must also ensure that the actual method of contact and the marketing message align with the customer and their interests. When marketing campaigns are automated, restaurants can significantly increase repeat visits from their customers. The same study showed that across every age group surveyed, email marketing was the preferred method of contact, with 63% saving email messages, followed by mailers (61%) and text messages (55%). Knowing this information is imperative when restaurants are putting together various offerings to customers. Restaurant owners, and business owners alike, know how costly it can be to acquire a new customer. But, once you have a customer, they're likely here to stay. Despite customers wanting to hear from restaurants, it's important that marketers are sharing relevant news. 45% of diners initially sign up for marketing messages in exchange for a discount and 27% sign up expecting a discount in the future. Outside of promotions and discounts, 82% of diners want to be kept apprised of weekly or monthly menu updates. Knowing this is key for restaurants looking to keep customers coming back for more and ensuring that all marketing messages are resonating with the customer. Very few customers reported being interested in learning about community involvement or business updates from their favorite restaurants – it's essential to keep feeding diners marketing messages that excite their taste buds to come back for more. Leaving a lasting impression: It's safe to say that we've all been on the receiving end of promotional offerings, and while we can be overwhelmed with the amount, no one can deny how good a great deal makes us (and our wallets) feel. As consumers, we know how valuable our information and data are to marketers and it makes the transaction smoother when we receive personalized offerings instead of a mass email or text.The key to attracting a frequent diner lies in smart, value-driven marketing. When restaurants take the time to understand customers and deliver what they want, customers will reward them with loyalty and repeat business. How to leverage effective POS systems, marketing strategies to increase foot traffic |
