Blog

26 February

Company News

Zonal meets the challenges of customer loyalty retention

26th February 2014.

According to a recent article in Big Hospitality (19 Feb 2014), consumers are now looking for better value and greater experience in return for their loyalty. A report from VisitEngland last year noted that there is a heightened ‘fear of missing out’ or ‘FOMO’ which is driving the desire for new experiences.

Customer loyalty is now so much more than dispensing money-off vouchers to all and sundry; consumers want to feel that their loyalty is valued and that there is an element of personal recognition. As a part of this desire for personal engagement, loyalty to big brands is decreasing and private labels are thriving due to their underlying sense of individualism and personalised offering.

It costs five times more to acquire a new customer than retain an existing one. So how can Zonal help you in the never ending drive to maintain the customer loyalty you have worked so hard to establish, whilst at the same time bring in new consumers?

The answer can be found in marketing tools, in particular the iZone Loyalty module which uses the EPoS terminal as its hub. This module allows outlets to operate tailored loyalty schemes so customers can collect points, accumulate “cash back”, be invited to exclusive events or receive bonus items or discounts.

The iZone Loyalty module links individual customers to their product choice and spend data so outlets can create one-to-one marketing instantly without wasting resources. It only allows staff to give out the rewards and discounts that have been programmed into the system at head office level, thereby reducing error and fraud and also making training so much simpler!

An industry first, The Orchid Group have launched a loyalty, reservations and till data integration system the Slice scheme which is being piloted in its Pizza Kitchen & Bar pubs. By linking the purchase data from their tills with the information they already hold about their Slice card holders, The Orchid Group can better action target marketing and sales initiatives.

They are also able to align time incentives with the purchasing behaviour of their customers which enables them to provide targeted offerings when their customers are most likely to take advantage of them. It is a big step in being able to see and understand the needs and behaviour of loyalty scheme customers as well as how they interact in the online environment.

The other module which can give your establishments an edge is iZone Tables, our table management solution. It transforms the way operators manage wait times, meal stages and table turn-times, together with controlling online, telephone and walk-in reservations, all of which creates a much happier and smoother experience for your customer.

It also enables the operator to access a database which can be shared across multiple outlets, giving staff advanced knowledge of a customer’s profile even if they have never visited a particular venue before, thereby enabling you to build a long-term relationship with your customer, no matter which site they visit.

All in all It’s a win win situation with Zonal! Not only do your customers have a much more enjoyable dining experience, but you have happier customers who are likely to keep coming back for more!

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