Wallet Passes built
for Cafe & Restaurant
Business: Restaurant
Country: Czech Republic
Year: 2023-2024
Time: 3 months
Revenue growth: 9,000 €
Country: Czech Republic
Year: 2023-2024
Time: 3 months
Revenue growth: 9,000 €
Challenge
The restaurant had accumulated a good guest database, but some of these guests hadn't visited in a long time. The task arose to re-engage the portion of the database that had been inactive for a while, inviting them to dine again. Additionally, the aim was to stimulate a referral program for organic growth of the database, encouraging guests to spread the word about the restaurant to their friends and invite them along.
The restaurant had accumulated a good guest database, but some of these guests hadn't visited in a long time. The task arose to re-engage the portion of the database that had been inactive for a while, inviting them to dine again. Additionally, the aim was to stimulate a referral program for organic growth of the database, encouraging guests to spread the word about the restaurant to their friends and invite them along.
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.
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.
Deposit collection: Internet acquiring was set up, and a link for depositing was added to the back of Wallet Passes. Guests who installed Wallet Passes received a push notification about the deposit option and a special offer upon depositing.
Referral program: A personalized promo code was generated for each guest as part of the referral program. Guests were notified via push notification about the opportunity to recommend the restaurant's Wallet Pass to their friends. When a referred friend registered and installed the card, both the referrer and the referee received a gift from the restaurant.
Referral program: A personalized promo code was generated for each guest as part of the referral program. Guests were notified via push notification about the opportunity to recommend the restaurant's Wallet Pass to their friends. When a referred friend registered and installed the card, both the referrer and the referee received a gift from the restaurant.
Results
Over the course of 3 months, the following results were achieved:
Reactivation of dormant guests: 27% of previously inactive guests were successfully reactivated, meaning they returned to engage with the restaurant.
Deposits obtained: More than 200 clients made deposits, indicating increased engagement and financial commitment to the restaurant.
Customer base expansion: Utilizing a referral program, the customer base was expanded by 12%, indicating successful word-of-mouth marketing and organic growth facilitated by satisfied customers recommending the restaurant to others.
Conclusion
The restaurant was satisfied with the implementation of the Passquare system and RFM analysis. As a result of the work, dormant customers were reactivated, deposits were collected, and a referral mechanism was established. Subsequently, the restaurant continued to regularly create special offers for each segment identified in the RFM analysis, analyze the effectiveness of these promotions, and monitor loyalty program metrics.
Over the course of 3 months, the following results were achieved:
Reactivation of dormant guests: 27% of previously inactive guests were successfully reactivated, meaning they returned to engage with the restaurant.
Deposits obtained: More than 200 clients made deposits, indicating increased engagement and financial commitment to the restaurant.
Customer base expansion: Utilizing a referral program, the customer base was expanded by 12%, indicating successful word-of-mouth marketing and organic growth facilitated by satisfied customers recommending the restaurant to others.
Conclusion
The restaurant was satisfied with the implementation of the Passquare system and RFM analysis. As a result of the work, dormant customers were reactivated, deposits were collected, and a referral mechanism was established. Subsequently, the restaurant continued to regularly create special offers for each segment identified in the RFM analysis, analyze the effectiveness of these promotions, and monitor loyalty program metrics.