Strategy
To address this issue, a decision was made to issue Wallet Passes to all customers and synchronize them with the restaurant's CRM system. Next, an RFM analysis was conducted based on recency, frequency, and monetary value of purchases. A corresponding segment was identified, and a special offer was prepared to invite them back. Furthermore, all customers who installed Wallet Passes were offered a promotion - depositing funds into their account via Wallet Passes to receive a special offer from the restaurant. Additionally, a referral program was introduced, where guests could recommend the restaurant to their friends and also receive a Wallet Pass from the restaurant.
Implementation
Issuing guest cards: To issue guest Wallet Passes, an email campaign was conducted to the existing database. A button for obtaining Wallet Passes was placed on the restaurant's website. Additionally, table tents were placed on the tables in the restaurant, providing information about Wallet Passes and a QR code for card acquisition. Guests, upon following the link or scanning the QR code, filled out a form, verified their phone number via SMS, and received Wallet Passes on their phone. Simultaneously, guest information was synchronized with the CRM system.
RFM analysis: Based on purchase history, an RFM analysis was conducted by Passquare service, resulting in 9 groups. From these 9 groups, 3 groups were selected representing those who hadn't visited in a while, with low, medium, and high spending. Each group received a corresponding invitation via push notification or email.