5 STEPS TO ACCELERATE FOOT TRAFFIC AND SALES YO U S I G N T H E M U P. W E B R I N G T H E M B A C K .
THE CRUCIAL 1%
Customers are what hold together a successful business. This book will get every one of your customers–new, old, loyal, and lost–back in the door 50% more often.
C O N T E N T S
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The Crucial 1%
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The Loyalty 80/20 Rule
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AUTOMATE REWARDS & OFFERS
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CREATE DATABASE WITH SIGNUPS
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COMMUNICATE REWARDS WITH CUSTOMERS
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ENGAGE WITH CUSTOMERS PERSONALLY
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LIFT SALES WITH PROMOTIONS
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Main Takeaways
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General Rewards & AutoPilot Offer Ideas By Industry For For For For For
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General Rewards Program AutoPilot Offers
Bakeries, Coffee & Tea Shops, Dessert Shops General Casual Dining, Sit Down Restaurants, Pizzerias Beauty & Salon Shops, General Retail Comic Book Retail, Gaming Retail Hookah, Vape Retail, Mobile Retail
FiveStars Contact Information Support Phone Number & Hours Account Upgrades & Billing Help
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A C C E L E R A T E
W O R K B O O K
Every marketing powerhouse starts with a good foundation. Building that foundation, that crucial 1% of work, is something we do together.
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97% SUCCESS RATE
IT WILL TAKE SOME INITIAL TIME AND EFFORT, BUT ONCE IT’S BUILT, WE TAKE CARE OF THE REST OF THE LOYALTY MARKETING WORK FOR YOU.
FIVE STEPS TO GET YOU THERE
AUTOMATE R E WA R D S & O F F E R S
CREATE DATABASE WITH SIGNUPS
COMMUNICATE REWARDS WITH CUSTOMERS
ENGAGE WITH CUSTOMERS PERSONALLY
LIFT SALES WITH PROMOTIONS
These steps target your two
THE LOYAL
20%
These customers visit frequently and generate 80% of your revenue.
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A C C E L E R A T E
W O R K B O O K
main groups of customers:
THE CASUAL
80%
These customers visit rarely or only once, and contribute only 20% of revenue.
T H E
L O Y A L T Y
8 0 / 2 0
R U L E %
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To get the Loyal 20% to visit even more often:
We reward them for their loyalty and spending with to you
We make them feel your business caters to them specifically
We communicate news and specials to keep your business at the top of their minds
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C C E L E R A T E
W O R K B O O K
To get the Casual 80% back in the door:
We reward them for trying your business out
We offer them incentives to come back if it’s been a while
We give them a great experience that feels personal so they want to come back
T H E
L O Y A L T Y
8 0 / 2 0
R U L E %
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22% OF CUSTOMERS WHO RECEIVED AN AUTOPILOT OFFER CAME BACK Sarah, Keva Smoothie
WE’VE HAD SEVERAL PEOPLE SAY THEY WERE ON THEIR WAY TO STARBUCKS, GOT AN AUTOPILOT TEXT, AND THEN CAME TO US INSTEAD.
AUTOMATE REWARDS & OFFERS
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Let’s start with ensuring your general rewards program is effective. Without enticing rewards and offers, you won’t get many customer signups. And without signups, you’ll have no customers to send messages to based on their visits and spend.
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A BASIC REWARDS STRUCTURE FOLLOWS THIS FORMAT:
Customers earn 1 point for ___________________________________. (amount spent, item purchased, or action taken)
If a customer earns __________ points, they are rewarded with (specific number)
___________________________________. (valuable item or discount)
A U T O M A T E
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THE MOST SUCCESSFUL REWARDS PROGRAMS HAVE MULTIPLE TIERS OF REWARDS AVAILABLE TO EARN.
First Tier: Point Burners • low cost to business • appeal to impatient customers who spend small amounts per visit, but visit frequently • something customers need often • redeem easily within 2-3 visits
Middle Tiers: Loyalty Creators • popular or staple items that define your business • customers strive to earn points for these rewards
Last Tier: Intangibles • more difficult to reach, highly rewarding • for high-spenders and super customers • something high value, creative, personal
For rewards structures ideas by industry, head to page ___.
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REMEMBER! • Shoot for 3-6 tiers of rewards • Keep your rewards short and sweet • Check for spelling and grammar errors • Don’t break the bank!
To update your reward structure, go to dashboard.fivestars.com and go to the Settings section.
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FILL IN THE BLANKS AND USE AS A REWARDS QUICK REFERENCE:
Your General Rewards Structure
Earn 1 point for : _____________________
______ points = _______________ reward
______ points = _______________ reward
______ points = _______________ reward
______ points = _______________ reward
A U T O M A T E
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NOW THAT YOU HAVE A GREAT REWARD PROGRAM THAT CUSTOMERS WANT TO SIGN UP FOR, LET’S GET YOUR AUTOPILOT OFFERS IRONED OUT. A U T O M A T E
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A quick refresh on FiveStars AutoPilot Anytime a customer - receives points - redeems a reward - checks in using their rewards membership, FiveStars records it in our system.
Then, based on each customer’s individual visit behavior, we automatically send specific promotional offers to get them back in the door.
Don’t have FiveStars AutoPilot? Contact support at 860.578.2770 or sign up at go.fivestars.com/autopilot.
A U T O M A T E
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THESE SPECIFIC AUTOPILOT PROMOTIONAL OFFERS ARE SENT TO YOUR CUSTOMERS BASED ON THEIR PREFERRED MESSAGE CHANNEL.
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1. Push notification
2. SMS (Text Message)
3. Email
Let’s dig into each of your AutoPilot offers to make sure they drive the highest amount of in-store visits. A U T O M A T E
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AUTOPILOT FIRST VISIT OFFER ___________________________________. (your offer here)
Sent: One hour after first registration into your FiveStars program. Why: 50-60% of new customers don’t return, this offer drives a 2nd visit sooner Offer type with highest response rate: 15-25% off or small free item
AUTOPILOT GROWTH OFFER ___________________________________. (your offer here)
Sent: Every 3rd visit Why: Encourages frequently visiting customers in the door 25% more often Offer type with highest response rate: 10-15% off
AUTOPILOT AT-RISK OFFER ___________________________________. (your offer here)
Sent: After 30 days with no visits Why: The likelihood of customers returning to your business drops 50-75% every 30 days with no visits Offer type with highest response rate: 25-35% off or free item with purchase
For AutoPilot offer ideas by industry, head to page _____.
PRO TIP! Since Growth offers are for regulars, use this as an opportunity to upsell an item/service they wouldn’t normally purchase.
A U T O M A T E
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AUTOPILOT LAPSED OFFER ___________________________________. (your offer here)
Sent: After 60, 90, 120 days with no visits Why: The right promotion can increase visit rates from stale customers by 3-4X Offer type with highest response rate: 40-50% off or larger free item with purchase
PRO TIP! Since these customers didn’t respond to the At-Risk offer, this offer needs to be as aggressive so you can capture their attention.
AUTOPILOT BIRTHDAY OFFER ___________________________________. (your offer here)
Sent: 7 days before customer’s birthday Why: Who doesn’t love gifts on their birthday?
FILL IN YOUR FIVESTARS AUTOPILOT OFFERS HERE AS A QUICK REFERENCE:
YOUR AUTOPILOT OFFERS First Visit Offer:
____________________________________. Growth Offer:
____________________________________. At-Risk Offer:
____________________________________. Lapsed Offer:
____________________________________. Birthday Offer:
____________________________________.
To update your FiveStarsAutoPilot offers, go to dashboard.fivestars.com and go to the Settings section. A U T O M A T E
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1000+ CUSTOMER VISITS PER MONTH DRIVEN BY FIVESTARS Shira, Flying Apron
WE’VE GONE FROM NO MAILING LIST TO HAVING OVER 1500 CUSTOMERS THAT WE KEEP IN TOUCH WITH. OUR CUSTOMERS LOVE IT!
CREATE
DATABASE WITH SIGNUPS
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THIS IS BY FAR THE ABSOLUTE, MOST IMPORTANT STEP.
SIGN U YOUR CUSTO 32 A
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UP
OMERS We can't bring customers back if their info isn’t in your database.
REMEMBER OUR MOTTO! You sign them up. We bring them back. C R E A T E
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THE SIZE OF YOUR CUSTOMER DATABASE ULTIMATELY DETERMINES HOW MUCH MORE REVENUE YOU’LL SEE. HERE’S WHY.
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N O I T A
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AS YOU CAN SEE, THE MORE CUSTOMER SIGNUPS YOU HAVE, THE MORE ADDITIONAL REVENUE YOU’LL SEE.
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FASTEST, MOST EFFECTIVE SCRIPTS TO SIGN UP CUSTOMERS:
Do you have your rewards card today? “Do you want to earn a free _____________________? Great, what’s your phone number?”
PRO TIP! Avoid asking if they want to join a loyalty program, instead frame your question around what reward they’ll get to spark their interest.
Would you like to join our rewards program?
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ALL YOU NEED TO GRAB FROM A CUSTOMER IS THEIR PHONE NUMBER.
What to say if customers have concerns about signing up for your rewards program: Why do you need my cell number? Your phone number is your account number, so it’s easy to remember in case you lose or forget your reward card. Are you going to send me anything? We let you know when you have rewards available and when we have seasonal promotions. But you can opt out of our messages anytime.
C R E A T E
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BE SURE TO SET SOME GOALS. The FiveStars businesses that add over 100 customer signups within the first week are known to see the best results. Why? Because it get’s their employees in the habit of asking every customer, every time.
Track how many customers you’ve signed up to your reward program easily at dashboard.fivestars.com.
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MOTIVATE YOUR EMPLOYEES BY REWARDING THOSE WHO BEAT DAILY OR WEEKLY SIGNUP GOALS. Employee incentive ideas - Free staff pizza party - Earn weekends off - Local sports events tickets - Movie tickets - Earning extra hourly pay or bonus See what we did there? It’s a reward program for a reward program!
C R E A T E
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2000+ CUSTOMER VISITS PER MONTH DRIVEN BY FIVESTARS James, Cocola Bakery
I’VE HAD TO PUT IN MANY ORDERS FOR MORE FIVESTARS CARDS BECAUSE SO MANY PEOPLE ARE EXCITED TO SIGN UP.
COMMUNICATE REWARDS WITH CUSTOMERS
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DISPLAY THE MARKETING MATERIALS YOU RECEIVED WITH YOUR LAUNCH KIT. Window Decal
Customer Prompt Sticker
Employee Prompt Sticker
Point of Purchase Display
These materials make it easy for your employees to talk about your rewards program and allows customers to ask about it. Make sure your marketing materials are always looking fresh and are easily seen by customers. 44 A
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BUILD YOUR BRAND! BOOST CUSTOMER SIGN UPS WITH CUSTOM MARKETING MATERIALS.
Customers who can easily see what rewards they can earn are more likely to sign up. You can make your own custom materials using a local printer, or add a custom marketing package to your FiveStars account. For more information, call 860.578.2770 or contact your sales rep.
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200+ INACTIVE CUSTOMERS WON BACK EACH MONTH
Eddy, Flame Broiler
OUR CASHIERS FIND IT PARTICULARLY NICE TO BE ABLE TO SEE THE INFORMATION ABOUT THE CUSTOMER ON THE SCREEN ON THE SPOT.
ENGAGE WITH CUSTOMERS PERSONALLY
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PERSONABLE. YOU CAN MAKE EACH TRANSACTION PERSONAL BY REFERENCING NOTES ABOUT CUSTOMERS. Like we said before, all you need to grab from a customer is their phone number. But you can add more detailed information using the customer notes feature on your software.
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CUSTOMER NOTE IDEAS • Likes latte with an extra expresso • Has kids who play soccer • Size 4 jeans • Offer her the BedHead products, since we were out of stock during her last visit
E N G A G E
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USE THE CUSTOMER NOTES FIELD TO “TAG” SPECIFIC CUSTOMER GROUPS.
Let’s say you want to send a promotion to only college students. When you have the customer’s FiveStars account on your screen, you can add a specific word like “#student” in the notes field. Then, you’re able to make a list in your FiveStars dashboard with only those specific customers, which allows you to send ultra custom promotions or announcements to only that customer list (more on that in Step 5).
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CUSTOMER TAGGING IDEAS #female #collegestudent #lunchcustomer #parent #LuckyJeansBuyer
E N G A G E
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4X SALES INCREASE BY SENDING A PROMOTION WITH FIVESTARS Kris, Max Fit Sports Nutrition
WE DID $2000 LAST BLACK FRIDAY AND $7500 THIS YEAR. THE ONLY THING WE DID DIFFERENTLY WAS USE FIVESTARS PROMOTIONS. IT’S PHENOMENAL.
LIFT
SALES WITH PROMOTIONS
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In-store events.
New products or services.
Contests.
Flash sales.
Weekly promotions.
Holiday specials.
Happy Hours.
THESE ARE THINGS YOU CAN SHARE WITH YOUR CUSTOMERS USING THE CAMPAIGNS TOOL IN YOUR DASHBOARD.
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SENDING A TRACKABLE PROMOTION IS EASY. Decide your promotional offer.
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Come up with an exciting opening line.
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Select the customers you’d like to send it to.
Then click send and watch the customers come in the door!
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SEASONAL PROMOTIONS TO PREPARE IN ADVANCE: Valentine’s Day Specials
Thanksgiving Promotions
St. Patrick’s Day Promotions Black Friday Deals Back to School Deals
Christmas Gift Promotions
Halloween Specials
New Years Specials
ONE TIME PROMOTION IDEAS: Time Sensitive: “Don’t have plans yet? Use this text at (your business name) to get a free item with your purchase. Only valid on 2/14, and expires at 9pm sharp!” VIP Exclusive: “Show up to your holiday event in style. VIP (your business name) FiveStars Members Exclusive: Get 40% off any one item.
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MUCH LIKE AUTOPILOT OFFERS, WE SEND THESE ONE TIME PROMOTIONS VIA THE CUSTOMERS PREFERRED CHANNEL. L I F T
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YOU CAN ALSO SEND AN ANNOUNCEMENT VIA EMAIL. Decide what news you’d like to tell customers.
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Come up with an eye catching email subject line.
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Select the customers you’d like to send it to. Then click send!
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ANNOUNCEMENTS IDEAS: New Seasonal Collection Arrival
SINCE YOU’RE NOT SENDING A SPECIAL PROMOTION OR OFFER WITH THESE MESSAGES, THEY ARE BEST SENT OVER EMAIL.
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MAIN TAKEAWAYS
ACROSS THE THOUSANDS OF BUSINESSES W THE COUNTRY, THESE ARE THE MOST EFFECT PROMOTIONS.
SUGGESTED REWARDS
FOR BAKERIES 1 Point Equals
$ Spent
Point Burners
30-50 Points • Free Basic Item (3-5% value) • $3 In-Store Credit
Loyalty Creators
Intangibles
SUGGESTED AUTOPILOT OFFERS
First Visit
C C E L E R A T E
150-200 Points • Free Dozen Set • Free Merchandise Item
• 25% Off One Item (exp. 21 days) • $3 Off w/Min. $15 Purchase (exp. 21 days)
Growth
Every 5th Visit • 10% Off One Item (exp. 7 days)
At-Risk
30 Days Non-Visit • 25% Off Item (exp. 14 days)
Lapsed
60, 90, 120 Days Non-Visit • 50% Off Item (exp. 14 days)
Birthday
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75-100 Points • 25% Off Purchase • Free Small Set (1/2 Dozen Cookies/Cupcakes)
W O R K B O O K
Free Gift (exp. 7 days)
WITHIN THE FIVESTARS NETWORK ACROSS TIVE REWARDS STRUCTURES AND AUTOPILOT
FOR COFFEE & TEA SHOPS
GENERAL REWARDS & AUTOPILOT OFFER IDEAS BY INDUSTRY
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