HOW LOYAL ARE YOUR CUSTOMERS?
We all like to think our customers are loyal. We provide them with amazing service, tasty food, and the best drinks. They can always be relied upon to return to our venues every day… or do they?
When it comes to spending money, our customers can be surprisingly fickle. They look for the best deal, the latest offering, and the bargain of the moment, with no thought to who they are walking away from.
It is common knowledge that return customers spend up to 67 percent more on purchases than a new customer, yet we are so busy chasing our next new customer, we are happy to let our loyal ones slip through the net.
Where has the loyalty gone? And are we just as bad as our customers?
It has taken a while, but customers have finally realised that brand loyalty doesn’t always pay. There is now more choice than ever before, and competition is fierce. It is turning us all into a very unreliable generation.
But is that really our fault?
Fast moving technology has been turning our heads for a while now, and customers are expecting it everywhere they go. The smartphone is in charge and venues that are ignoring its influence are already suffering.
Our trusty smartphones have been blamed for wasting our time, but they also hold the answer for giving us some precious time back. We often turn to apps to make our lives that little bit easier – in fact, research shows two out of three of us will use an app frequently if it simplifies our lives.
We use it to order, book, pay, and if venues aren’t offering this service, they are seeing customers walk away.
Are we really this fickle? Well, sort of!
If we are really honest, everyone has their favourite cafes and restaurants. We all have those spots we return to again and again. One of the main reasons that customers keep going back to those venues again and again is convenience.
If someone is making their lives that little bit easier and saving them that special commodity of time, then it is surprising how loyal they will become.
Customers want to feel the love from their favourite venue. They want to feel understood, to feel special, to know they are getting a service that cannot be beaten anywhere else.
This is what Swoopos is about. Easy to understand data and analytics that help venues understand their sales, processes, and most importantly, their customers. In turn, this helps Birmingham’s restaurants, bars and cafes market the right information at the right time – therefore increasing customer connections.
So whilst convenience can make customers loyal, offering them the value for money they want, helps them to remain loyal. Regardless of how easy it is to pick up their orders, no one can turn away from from a good deal that has been created especially for them.
Sending special offers through the supporting Swoope app has already allowed venues to offer the best options to their most loyal of customers. Trusting that they have the best deals will make it easier to come back again and again.
Our customers might have the reputation for changing our minds as often as we change our socks, but there seems to be more benefits for staying loyal – for everyone.