Sample 3b

FIVE STEPS TO ACCELERATE FOOT TRAFFIC AND SALES

A C C E L E R A T E

W O R K B O O K

THE CRUCIAL 1%

Loyal customers are what hold together a successful business.

Read this book and you’ll be on the fast track getting more loyal customers, who spend more money, and visit 50% more often.

C O N T E N T S

00

The Crucial 1%

00

The Loyalty 80/20 Rule

00

Step 1. (A)UTOMATE REWARDS & OFFERS

00

General Rewards Program AutoPilot Offers

00

Step 2. (C)REATE DATABASE WITH SIGNUPS

00

Step 3. (C)OMMUNICATE REWARDS WITH CUSTOMERS

00

Step 4. (E)NGAGE WITH CUSTOMERS PERSONALLY

00

Step 5. (L)IFT SALES WITH PROMOTIONS

00

Main Takeaways

00

General Rewards & AutoPilot Offer Ideas By Industry For For For For For

00

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

4

A C C E L E R A T E

W O R K B O O K

ning

sitio r Po ) Fo (FPO

) only

Every customer loyalty powerhouse starts with a good foundation.

Building that foundation, that crucial 1% of work, is something we do together.

5

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.

And with a 97% success rate, these five steps are the fastest way to get you there.

6

A C C E L E R A T E

W O R K B O O K

Step 1.

(A)UTOMATE REWARDS AND OFFERS

Step 2.

(C)REATE DATABASE WITH CUSTOMERS

Step 3.

(C)OMMUNICATE REWARDS WITH CUSTOMERS

Step 4.

(E)NGAGE WITH CUSTOMERS

Step 5.

(L)IFT SALES WITH PROMOTIONS

T H E

C R U C I A L

1 %

7

T H E

L O Y A L T Y

8 0 / 2 0

R U L E

These steps target your two main groups of customers:

8

A C C E L E R A T E

W O R K B O O K

2 % The Loyal

These customers visit frequently and generate 80% of your revenue.

8 % The Casual

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

To get the Loyal 20% to visit even more often: ILLUSTRATION

We reward them for their loyalty and spending with to you

ILLUSTRATION

We make them feel your business caters to them specifically

ILLUSTRATION

10 T H E

We communicate news and specials to keep your business at the top of their minds

L O YA LT Y 8 0 / 2 0 R U L E

To get the Casual 80% back in the door: ILLUSTRATION

We reward them for trying your business out

ILLUSTRATION

We offer them incentives to come back if it’s been a while

ILLUSTRATION

We give them a great experience that feels personal so they want to come back

11

These five steps will help us accomplish all these things.

So let’s get moving.

Step 1.

(A)UTOMATE REWARDS AND OFFERS

Step 2.

(C)REATE DATABASE WITH CUSTOMERS

Step 3.

(C)OMMUNICATE REWARDS WITH CUSTOMERS

Step 4.

(E)NGAGE WITH CUSTOMERS

Step 5.

(L)IFT SALES WITH PROMOTIONS

12 A

C C E L E R A T E

W O R K B O O K

Step 1.

(A)UTOMATE Automate your rewards and promotional marketing by setting up effective offers.

ATIONS ADD ILLUSTR

( A ) U T O M A T E

13

(A)UTOMATE

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.

- SAMPLE QUOTE

A basic rewards structure follows this format:

Customers earn 1 point for _______. (amount spent, item purchased, or action taken) If a customer earns ________ points, (specific number) they are rewarded with ___________. (valuable item or discount)

( A ) U T O M A T E

15

(A)UTOMATE

The most successful re multiple tiers of reward For rewards structures ideas by industry, head to page ___.

2/3 Tier: Loyalty Creators

1 Tier: Point Burners

ewards programs have ds available to earn.

Last Tier: Intangibles • more difficult to reach, highly rewarding • for high-spenders and super customers • something high value, creative, personal

• popular or staple items that define your business • customers strive to earn points for these rewards

• 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

( A ) U T O M A T E

17

(A)UTOMATE

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.

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

19

(A)UTOMATE

Now, let’s iron out your AutoPilot offers.

While your general rewards program incentivizes the loyal 20% of customers to visit and spend even more…

NS

ATIO STR

ILLU

... your AutoPilot offers incentivize the casual and new 80% of customers to come back again.

NS

ATIO STR

ILLU

( A ) U T O M A T E

21

(A)UTOMATE

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.

NS

ATIO STR

ILLU

Don’t have FiveStars AutoPilot?

Contact support at 860.578.2770 or sign up at go.fivestars.com/autopilot.

Then, based on each customer’s individual visit behavior, we automatically send specific promotional offers to get them back in the door.

NS

ATIO STR

ILLU

( A ) U T O M A T E

23

(A)UTOMATE

ANGELA ENSE THE CAN YOU COND COPY?

These specific AutoPilot promotional offers are sent to your customers based on their preferred message channel.

NS

ATIO STR

1. Push notification

ILLU

2. SMS (Text Message)

ILLU

NS

ATIO STR

NS

ATIO STR

3. Email

ILLU

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

25

(A)UTOMATE

For AutoPilot offer ideas by industry, head to page _____.

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

NS

ATIO STR

ILLU

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: 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

NS

ATIO STR

ILLU

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

27

(A)UTOMATE

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

NS

ATIO STR

ILLU

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?

Here’s your chance to be creative!

NS

ATIO STR

ILLU

Fill in the blanks and use as a rewards 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

29

(A)UTOMATE

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

NS

ATIO STR

ILLU

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?

Here’s your chance to be creative!

NS

ATIO STR

ILLU

Fill in the blanks and use as a rewards 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

31

Now that we’ve laid out the most effective rewards and AutoPilot offers, it’s time to start signing up customers.

Step 1.

(A)UTOMATE REWARDS AND OFFERS

Step 2.

(C)REATE DATABASE WITH CUSTOMERS

Step 3.

(C)OMMUNICATE REWARDS WITH CUSTOMERS

Step 4.

(E)NGAGE WITH CUSTOMERS

Step 5.

(L)IFT SALES WITH PROMOTIONS

32 A

C C E L E R A T E

W O R K B O O K

Step 2.

(C)REATE

Create your customer database by signing up 60 customers within the first week.

ATIONS ADD ILLUSTR

( C ) R E A T E

33

(C)REATE

This is by far the absolute, most important step.

And it’s only 4 words long.

- SAMPLE QUOTE

SIGN UP YOUR CUSTOMERS

ning

sitio r Po ) Fo O P F (

) only

( C ) R E A T E

35