Four Ways Customer Intelligence Benefits QSR Marketers

May 29, 2019

As digital marketing continues to evolve in response to new technology, emerging channels, and changing customer expectations, there has been increasing focus on improving the customer experience. Marketers know that a customer can be won or lost with a single interaction. A negative experience could be enough to sour a customer’s impression of your brand, while a positive, engaging experience can inspire affinity and brand loyalty. The importance of good customer experience is perhaps of particular pertinence in the service industry.

Restaurants and QSRs have been rising to the occasion, embracing data and marketing technology in the attempt to keep up with the demands of their tech-driven customers. Just recently, McDonald’s acquired Dynamic Yield in a move to leverage technology to improve customer engagement. The martech revolution in the food industry is only just beginning, and it’s important for restaurant marketers to understand how to incorporate technology into a successful omnichannel strategy.

With Customer Intelligence, marketers can identify and understand their customers in real time, empowering them to engage with their customers with personalized interactions that drive foot traffic and build loyalty. Below, we highlight several ways restaurants and QSRs can implement Customer Intelligence to maximize their marketing strategy.

Own the customer relationship

Instead of giving away crucial first-party data to delivery services, restaurants need to hold direct connections to their customers to gather valuable insights and build digitally-enabled relationships. Leveraging Customer Intelligence with identity resolution capabilities enables restaurant marketers to recognize each individual’s online and offline activity as a single, holistic customer journey. Restaurant marketers can use insights into each customer’s order history, habits, and preferences to provide personalized interactions before, during, and after a restaurant visit.

For example, knowing that a customer typically orders take-out for dinner during the workweek, a restaurant marketer could deliver a personalized offer during the workday for a discounted appetizer or dessert if they complete an order that week. 

Leverage geo-location data for conquesting

While one-time offers may be enough to engage with existing customers, restaurant marketers need a more sustainable way to drive growth. With Customer Intelligence, marketers can leverage geo-location data to target potential customers within the proximity of a competitor brand.

For example, Burger King recently offered one-cent Whoppers to customers that download the Burger King app within 600-feet of a McDonald’s. While this is certainly a unique and bold way to build relationships, what’s more important is how restaurant marketers can then extend the outcomes of this strategy to develop a dialogue and relationship with these newly acquired customers.  

Personalized omnichannel messaging

Restaurant marketers need to leverage every customer interaction as an opportunity to deliver greater value. Once a restaurant can recognize a customer across channels, they can provide consistent messaging that continues the conversation, regardless of where the customer appears next.

With Customer Intelligence, restaurant marketers get valuable insights into each customer’s favorite menu items, preferred locations and order times, and more, and leverage these insights to deliver personalized messaging across channels.

A unified online and offline strategy

Restaurants could face more challenges due to rising food costs and an increasingly competitive field. Emerging competitors and increasing pressure on margins are requiring restaurant marketers to drive customer engagement through a more measured approach.

Accurate measurement starts with defining clear KPIs, like driving brand awareness from a social media campaign or increasing website traffic through digital media promotions. Customer Intelligence gives restaurant marketers clear insight into each customer’s interactions on their path-to-purchase. With this insight into each customer journey, restaurant marketers can accurately measure the performance of their campaigns, ultimately knowing what drives register rings—not just clicks. 

As restaurants and QSRs continue to adapt to the digital era, marketers need to embrace technology that maximizes the range of customer touchpoints and insights now available to them. The IgnitionOne Customer Intelligence Platform helps restaurant marketers deliver a seamless omnichannel strategy that boosts customer engagement and builds lasting customer relationships.

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