Using technology to build a 360-degree view of guests will be crucial for operators looking to provide great customer service and drive success in 2021. The data insights that power this perspective are gathered across multiple touchpoints, including reservations, waitlist, table management, delivery and takeaway. While these can be leveraged to provide more engaging guest experiences in future, they are also vital for providing meaningful marketing communications beyond those experiences to keep guests coming back.
In 2021, marketing automation will be a key driver when it comes to those valuable return visits. Studies have shown that it can be up to seven times more expensive to gain a new customer than to retain an existing one, which makes knowing when, how and how often to communicate with those existing customers all the more important. A successful marketing automation strategy can help both smaller independents and large multi-venue groups ‘level-up’ through bespoke communications and tailored promotions based on dining preferences. In an increasingly competitive market, reaching the right person at the right time can make all the difference.