Customer churn rate has dropped by 30%, and micro-dining merchants do this

The micro-meal intelligent system understands the restaurant's "customer-centric" principle, obtains customer information through multiple channels, and intelligently classifies customer behavior data, thereby improving store operation efficiency!

Core guide:

A restaurant owner once said: "I don't need tens of thousands of new customers. I can make money by maintaining 300 old customers."

More and more restaurants are "customer-centric", but it does not mean that all customers are the center. 80% of the revenue is often directly or indirectly related to 20% of old customers

If a restaurant wants to maintain a good development trend, it needs to devote limited restaurant resources to the most valuable customers.




01


Customer value classification


Each restaurant is different in size, product, location, positioning and customer-oriented, so customers can be distinguished from the general customer attribute standards:

1、Consumption capacity: including customer consumption amount, number of consumers, etc.

2、Consumption frequency: Calculated on a monthly basis, monthly consumption times, interval time, etc.

3、 Customer situation: work situation, consumer reputation, attention to restaurants, etc.

According to the above criteria, we can classify customers:

【High-value customers】★★★★

1. The average monthly consumption at the store is not less than 10 times

2. Average monthly consumption accounts for more than 10% of restaurant revenue

3. Can bring reasonable optimization suggestions to the restaurant

4. Can bring a large number of new customers to the restaurant

5. Usually a relative, friend or business partner of the restaurant owner


【Strategic Customers】★★★

1. The average monthly consumption at the store is not less than 8 times

2. Consumption capacity is higher than per capita consumption in restaurants

3. Ability to actively participate in restaurant marketing activities

4. Be able to recommend some new customers

5. Generally, they are regular customers of restaurants and have high satisfaction with restaurants


【Demonstration customer】★★

1. The average monthly consumption is about 3 times

2. The consumption level is not high, preferential choice of preferential dishes

3. Can occasionally share restaurant activities

4. Generally, nearby residents or working people have some knowledge of restaurants


【Ordinary customers】★

1. New customers in the store

2. Strong liquidity and little knowledge of stores

3. Easily attracted by offers

4. Usually passers-by or customer friends

These customer information must be recorded in detail in order to build a customer database more accurately and provide information for later customer classification.



02


Multi-channel information collection for micro-meals


So how do merchants who use intelligent systems in the micro-dining era realize customer information collection?

1. Obtain customer information

Under the intelligent ordering system in the micro-dining era, the merchant's official account can be connected to the ordering system. When customers order meals independently, they will pay attention to the restaurant's official account and leave their names and phone numbers to introduce private domain traffic to the restaurant.

One of the small businesses that used the official account to scan the QR code to order meals has nearly 5,000 Official Account fans and 1,000 stored-value members in one year. There is no need to spend a lot of time to do activities!

(2)Flexible membership system

The membership system of the Micro Meal Era supports physical membership cards and virtual membership cards to meet customers with different consumption habits, and can record other important information such as gender, birthday, and address when creating members, so that merchants can classify customers.

2、Customer consumption statistics

After a customer becomes a restaurant member, each consumption situation will be recorded in the [Merchant Platform]-[Members] section. Merchants can check the account balance, consumption amount, number of times, recent consumption time and recharge of each member. Relevant data files can also be exported to help restaurant operations.



03


Customer maintenance method

[Maintenance methods for high-value customers]

1. Give a physical membership card, give multiple privileges and discounts, and give this kind of "rich and face" customers enough respect

2. Give big discounts or gifts on special holidays, such as birthday, father and mother's day, etc. call or send text messages to greet

3. Proactively inform about new dishes and invite free tasting

4. Regularly give online and offline discounts such as coupons and vouchers

5. When doing activities, give multiple coupons, etc., so that it can be given to subordinates and friends in the form of rewards or gifts

6. Customers and their families can be invited to dinner together every quarter, to express gratitude


[Strategic customer maintenance methods]

1. Give a physical membership card to a certain degree

2. Give discounts, gifts or SMS greetings on special holidays

3. Give new dishes when they come to the store for consumption

4. Regularly give online and offline discounts such as coupons and vouchers

5. When doing activities, give multiple coupons, etc., so that it can be given to subordinates and friends in the form of rewards or gifts


[Demonstrate customer maintenance methods]

1. Recommend it to become a stored-value member

2. Send SMS greetings on special holidays

3. Regularly give online and offline discounts such as coupons and vouchers

4. Complimentary side dishes or 10% discount benefits when consumption


[Ordinary customer maintenance method]

1. Record information and recommend preferential dishes

2. Give coupons, vouchers and other online and offline discounts during the event

3. Send SMS notifications when doing activities


The restaurant can adjust customer classification and maintenance methods according to the specific situation of the store and the customer situation, and devote more resources to more valuable users.

04

Multi-function customer maintenance

So how do merchants using intelligent systems in the micro-dining era achieve low-cost marketing?

1、Micropoint electronic coupons

The micro-point electronic coupon function realizes the issuance of zero-cost coupons, can customize the preferential scheme and quantity, and realize the function of different preferential customers of different levels. In addition, the promotion of the QR code only needs to be forwarded on WeChat, put in a tweet or printed out, and the coupon can be delivered to the customer.

2、Membership level function

The micro-meal membership level function realizes custom membership rights and automatic upgrade functions. For example, a strategic customer who is a VIP member can enjoy a 20% discount. After spending 5,000 yuan, it will automatically be upgraded to a high-value member and enjoy a 30% discount.


3、Short Message Service

In the micro-meal era, the short message service only needs merchants to provide phone calls to enjoy low-cost SMS marketing. At present, merchants have used it many times and have sent nearly 10,000 short messages. The conversion income is much higher than the cost of SMS, realizing digital low-cost marketing.

In addition, the new SMS function of Wei Mein will be available in the near future, providing more custom functions to meet merchants' customer maintenance and marketing needs.

Conclusion:

Up to the present stage, the intelligent system of the micro-dining era has realized a one-stop service from acquiring customer information, classifying and statistical consumption information to customer marketing and promotion, providing micro-dining merchants with faster customer classification and maintenance, and providing continuous assistance for business operations.


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