Venues are getting people into their establishment using various forms of marketing, but are they doing a good job at retaining the customer in a connected world?
After seeing the opportunities presented by the boom of social media, many businesses have done a really good job of recruiting new customers.
The powerful online channels such as Facebook and Twitter are a great way to be on the radar of customers who have not yet stepped foot into your area let alone venue.
Attracting customers to your venue is the first step, but what are you offering to make them stay or even more importantly, return?
Things such as competitions, members draws and discounted meals can all make a huge difference on who stays at your venue and who goes running off to competitor venues. But is that enough to keep the fickle, on-the-go mobile user?
These days entertainment outlets are required to do so more than just offer good food, drink and service, as the typical customer has become more and more demanding and the need for additional customer services is becoming a deciding factor in time spent at venues.
Giving them something for nothing has long been a good way to keep bums on seats, but the audience, particularly in the current economic environment, can select a venue based on what’s on offer as well as the experience they have.
Just take a look at the rise of group buying sites that offered cheap food and booze. Once again this was a fantastic opportunity utilised by venues, but what about the typical young connected consumer that sits, eats, then leaves? How do you gain their loyalty?
Give them a great customer service experience, not only are patrons likely to return but also share the experience with their friends, giving you a share of voice that would not have been an option before.
As mobile phones have become a large part of our daily lives, being connected is crucial to most Australians. Like social media or group buying, a mobile phone can be used as a marketing tool and can be very effective in keeping people at a venue.
I know that if I can’t use my phone while I’m out, then I can’t communicate with friends or family or keep up-to-date with my business, putting me in a difficult situation. I can chose to stay at the venue, or head home to recharge and stay connected.
The same goes for our very fickle Gen Y’s, if not more. On an average night out, it has become more likely for them to move around from place to place seeking the best prices, music, and vibe. And without their phones they feel cut off from their friends and fellow party goers.
Even with a phone, people are easily alienated and left wanting as their battery dies. Some bars are combating this with the installation of charging stations, but even then, being detached from the conversation on the other side of the room is seen as a hindrance.
Giving customers the freedom to enjoy the service wherever they choose within the venue, takes customer service to another level.
Once you take these things into consideration you can start to see the big shift in what is a loyalty program in a venue and more importantly what makes you stand out from the crowd.
A simple device such as a portable mobile charger can be the difference in customer loyalty in your venue.