Jan 22 jc workbook issuu

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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 .



Every loyalty marketing powerhouse starts with a good foundation. Building that foundation, that crucial 1% of work, is something we do together. It will take some initial time and effort, but once the 5 steps are completed. We take care of the rest of the loyalty marketing work for you.


97% SUCCESS RATE

CLIENTS WHO COMPLETE THESE FIVE STEPS SEE MORE VISITS AND REVENUE WITHIN ONE MONTH.


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 main groups of customers: THE LOYAL 20% These customers visit frequently and generate 80% of your revenue.

THE CASUAL 80% These customers visit rarely or only once, and contribute only 20% of revenue.

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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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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

WE’VE HAD SEVERAL PEOPLE SAY THEY WERE ON THEIR WAY TO STARBUCKS, GOT AN AUTOPILOT TEXT, AND THEN CAME TO US INSTEAD. Sarah, Keva Smoothie


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.

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20

50


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 ___.

A U T O M A T E

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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

First Tier: Point Burners

___ points = _______________ reward Middle Tiers: Loyalty Creators

___ points = _______________ reward

___ points = _______________ reward

Last Tier: Intangibles

A U T O M A T E

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NOW, LET’S GET YOUR AUTOPILOT OFFERS IRONED OUT.

Thanks for visiting! Come back within 7 days and get 20% off!

CUSTOMER SIGNUP

Thanks for being loyal! Enjoy a BOGO treat next time!

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CUSTOMER REDEEMS 20% OFF


Anytime a customer receives points, redeems a reward, or 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.

We miss you! Come in today and we’ll give you 30% off your purchase!

Happy B-Day! Come in this week & get a free cupcake!

CUSTOMER WINBACK VISIT

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CUSTOMER B-DAY VISIT

A U T O M A T E

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Customers get the messages they want, how they want. 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

A U T O M A T E

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AUTOPILOT FIRST VISIT OFFER ___________________________________ (write 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 ___________________________________ (write 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 ___________________________________ (write 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 ___________________________________ (write 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 ___________________________________ (write 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 WE’VE GONE FROM NO MAILING LIST TO HAVING OVER 1500 CUSTOMERS THAT WE KEEP IN TOUCH WITH. OUR CUSTOMERS LOVE IT! Shira, Flying Apron


CREATE

DATABASE WITH SIGNUPS

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THIS IS BY FAR THE ABSOLUTE, MOST IMPORTANT STEP.

SIGN U YOUR CUSTO 28 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.

Let’s say you only have ONE customer in your FiveStars database.

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2X 30 A

Your ONE customer will receive your AutoPilot offers.

These offers get your ONE customer to visit at least two extra times this year.

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Those two extra visits gives you $10 of additional yearly revenue.

2X visits = +$10 But, if you have 500 customers signed up, you could have 1000 extra visits and $5,000 in additional yearly revenue.

1000X visits =

+$5,000 C R E A T E

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AS YOU CAN SEE, THE MORE CUSTOMER SIGNUPS YOU HAVE, THE MORE ADDITIONAL REVENUE YOU’LL SEE. This is because FiveStars can get every signed up customer to visit at least two more times each year.

2000 CUSTOMERS SIGNED UP X $5 PER VISIT X 2 MORE VISITS

$20,000 ADDITIONAL YEARLY REVENUE

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MORE CUSTOMERS IN YOUR DATABASE = MORE REVENUE

C R E A T E

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FASTEST, MOST EFFECTIVE ONE-LINERS TO SIGN UP CUSTOMERS

Do you have your rewards card today? Frame your question around what reward they’ll get to spark their interest.

DO THIS

NOT THIS

Do you want to earn a free _______________? Great, what’s your phone number?

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Would you like to join our rewards program?


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

I’VE HAD TO PUT IN MANY ORDERS FOR MORE FIVESTARS CARDS BECAUSE SO MANY PEOPLE ARE EXCITED TO SIGN UP. James, Cocola Bakery


COMMUNICATE REWARDS WITH CUSTOMERS

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DISPLAY THE MARKETING MATERIALS YOU RECEIVED WITH YOUR LAUNCH KIT. 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.

EMPLOYEE FACING MATERIALS Stick circular decal near register to remind employees to sign up customers.

Johnny A.

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CUSTOMER FACING MATERIALS Stick FiveStars decal to front door/window so incoming customers can see.

Stick rectangular decal somewhere customers can see it for more signups. Place plastic stand near register to remind customers of your rewards program.

BACK OF POS OR REGISTER

C O M M U N I C A T E

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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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NEED

GES A M I NEW

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200+ INACTIVE CUSTOMERS WON BACK EACH MONTH OUR CASHIERS FIND IT PARTICULARLY NICE TO BE ABLE TO SEE THE INFORMATION ABOUT THE CUSTOMER ON THE SCREEN ON THE SPOT. Eddy, Flame Broiler


ENGAGE WITH CUSTOMERS PERSONALLY

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TAKE NOTES 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

Sandra D. Birthday: 02/13 Drinks decaf coffee only

E N G A G E

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TAG YOU’RE IT 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 or tag like “#student” in the notes field. Then, you’re able to make a “#student” only list in your FiveStars dashboard to send student only promotions or announcements (more on that in Step 5).

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CUSTOMER TAGGING IDEAS #female

#veteran

#CollegeStudent

#seniors

#LunchCustomer

#PartyOrder

#parent

#LittleLeaguers

#LuckyJeansBuyer

#family

Sandra D. Birthday: 02/13 #student

E N G A G E

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4X SALES INCREASE BY SENDING A PROMOTION WITH FIVESTARS WE DID $2000 LAST BLACK FRIDAY AND $7500 THIS YEAR. THE ONLY THING WE DID DIFFERENTLY WAS USE FIVESTARS PROMOTIONS. IT’S PHENOMENAL. Kris, Max Fit Sports Nutrition


LIFT

SALES WITH PROMOTIONS

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In-store events.

New products or services.

Contests.

Flash sales.

Weekly promotions.

Holiday specials.

Happy Hours.

STAY TOP OF CUSTOMERS’ MINDS BY SENDING ALL TYPES OF PROMOTIONAL MESSAGES USING YOUR DASHBOARD.

MAIL

• YOUR BU

Start t on a 25% o Ex 52


USINESS NAME •

the new year good foot! off all boots xp. Feb 2

L I F T

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SENDING A ONE TIME PROMOTION IS EASY. THESE MESSAGES GET CUSTOMERS BACK IN THE DOOR FOR HOLIDAY OR SEASONAL DEALS. Back to School Promotions

Black Friday Deals

Valentine’s Day Specials

Christmas Gift Promotions

Halloween Specials

New Years Specials

Select the customers you’d like to send it to.

All Members Regular New Tagged

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Come up with an exciting opening line and decide your promotional offer.

Happy Valentine’s Day! 20% off florals

OPENING LINE IDEAS • Drop in before the weekend for a special discount! • No Halloween plans yet? We’ve got drink specials! • Show up to your holiday event in style. • Had a long week? You deserve a treat.

Click send and easily redeem the promotions on your POS when the customers visit!

Like AutoPilot offers, we send these one time promotions via the customers preferred channel.

L I F T

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SEND NEWS AND ANNOUNCEMENTS BY EMAIL. SINCE THESE MESSAGES DON’T INCLUDE PROMOTIONS OR OFFERS, THEY’RE BEST SENT WITH AN EMAIL. New Years Eve Party Grand Opening of New Location New Spring Collection Arrival Hosting Local School Fundraiser Out of Stock Items Back in Inventory Reservations Now Available

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Select the customers you’d like to send it to.

All Members Regular New Tagged

Come up with an enticing and eye catching email subject line. They’re finally here! Spring New Arrivals!

Type out what news you’d like to tell customers. Add an image if you like, and then click send!

Upload Image >

Sweater season is over!

L I F T

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REMEMBER!


AUTOMATE ENSURE YOUR GENERAL REWARDS STRUCTURE AND AUTOPILOT OFFERS ARE ENTICING TO GET THE MOST VISITS POSSIBLE.

CREATE EVERY CUSTOMER YOU SIGN UP, WE BRING THEM BACK AT MINIMUM TWO ADDITIONAL TIMES. THAT’S A LOT OF EXTRA SALES IN YOUR POCKET.

COMMUNICATE DISPLAY MARKETING MATERIALS TO ADVERTISE YOUR REWARDS PROGRAM TO YOUR CUSTOMERS TO INCREASE SIGN UP RATES.

ENGAGE USE YOUR SOFTWARE TO TAKE NOTES ABOUT CUSTOMERS TO MAKE THEIR EXPERIENCE PERSONAL.

LIFT SEND YOUR CUSTOMERS ONE-TIME PROMOTIONS FOR HOLIDAYS AND SPECIAL EVENTS TO BOOST DAILY VISITS.


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 1 Point Equals

$ Spent

Point Burners

30-50 Points • Free Basic Item (3-5% value) • $3 In-Store Credit

Loyalty Creators

Intangibles

First Visit

75-100 Points • 25% Off Purchase • Free Small Set (1/2 Dozen Cookies/Cupcakes) 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

Free Gift (exp. 7 days)

GENERAL REWARDS & AUTOPILOT OFFER IDEAS BY INDUSTRY

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