Data driven marketing not just for the big fish (and chip shops) Covid forced many hospitality businesses to undergo a digital transformation. With disrupted foot traffic and limitations on dine-in part of our new normal, a new approach to talking to your customers is needed usinesses of all shapes and sizes are seeking
promote your business to your own customers.
out innovative tech partners such as QikServe
Now for the first time, even the smallest corner fish
and Impact Data to help keep them connected
and chip shop has systems in place that capture and help
to their customers, drive sales and stay afloat.
businesses own their customer data. When your business
While social media is a great tool to
owns your customer data you have the ability to invite them
promote business updates, it’s difficult to stop the scroll
back, send an offer or promote a special, when you want.
and get customers to take action. Most businesses end up
However, in many cases that valuable asset is simply
allocating larger parts of their marketing budgets to social
not being used or businesses are not sure how to harness
media ads for a fleeting moment in front of the eyeballs of
the data to drive more orders. In my 13 years working in
their own customers.
database marketing, one of the most common questions I
Apart from dissolving margins, these platforms also own
still get asked is “what do I do with all this data”?
and control the content that is served to your customers;
Glad you asked!
the same applies to third party ordering platforms like Just
Find systems that work cohesively in your business.
Eat and UberEats. While this strategy yields some results,
The goal is to get all your customer data flowing into one
it’s expensive and makes you reliant on external parties to
marketing platform, which gives you a single view of your
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Fastfood Professional • December and January 2021-22
December and January 2021-22 • Fastfood Professional
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