Industry statistics have recorded that loyalty members will visit a site 50% more than a non loyalty members and when they do visit they will spend 4 times than other customers. The hospitality industry is highly competitive. Sometimes it is simply not enough to offer fantastic service, wonderful meals, exquisite wine selection and a warm, friendly and unique ambiance.
When hospitality businesses are looking to communicate with their regular customers they can do it via a loyalty rewards system. A loyalty system allows the business owner to build a database of their regular customer that enables them to know what their customers like, how often they visit and who visits and spends the most.
A loyalty system also allows the business owner to communicate directly to their database of customers via email, SMS txt or post.
At the Point of Sale a Loyalty system can be used in a number of different ways that provide a link between your customer’s and your staff. The normal loyalty functions available as the Point of Sale are;
Members join a loyalty club to feel special. A point of sale system that can allow members only happy hours will enable the business to focus on their loyalty members rather than offering happy hour prices to everybody.
The joining of a loyalty club should be a special occasion and not just a case of handing over a pre-printed card that appears to have no value. Some points that assist in adding value to the card and ensure that the database is full of quality loyalty members are;
Once the loyalty system is up and running it is important to keep the loyalty database fresh. There are hundreds of loyalty systems around the world that are not effective. They provide small loyalty rewards, they don’t communicate to the customers and the benefits remain the same month in month out. To keep the loyalty system fresh provide monthly promotions
A loyalty system is a continual work in progress of communicating with the businesses loyalty members. It does not run itself and can be the main form of marketing for a highly focused hospitality business.