 Using restaurant POS systems as a marketing tool is a little-known way restaurants can generate more sales and traffic. By using a POS system to track guest data, such as demographics and purchasing habits, restaurant operators can identify which marketing efforts are bringing customers in the door.
Restaurant POS System: Sales Tracking
Restaurant POS systems are often used for ringing in customer orders and tracking sales. But this information can be used for more than simply calculating profits and losses. A POS system should be used as a guide to identify which marketing efforts are generating results.
Operators can use the data from their POS systems to determine which menu items are most popular and create food-based promotions. Restaurants can offer guests bounceback incentives on best-selling appetizers or desserts to entice guests to return to their dining establishment sooner rather than later.
If a restaurant’s POS system reports consistently reveal lagging sales for a specific night of the week, an operator should consider implementing an in-store promotion for that night to increase patronage.
Restaurant POS Systems: Bounceback and Loyalty Programs
The most valuable feature of a POS system is its ability to provide data on a restaurant’s target audience – loyal guests. When it comes to restaurant marketing, the old adage goes, “fish where the fish are biting.” The guests who are most likely to go to a particular restaurant are those who have visited in the past. POS systems can be used to create bounceback incentives and loyalty programs to keep valued guests coming back for more.
Most POS systems are capable of printing promotional messages directly onto the bottom or back of receipts. POS systems can even track when incentives were printed and redeemed to help monitor the success of promotions.
While incentives can help boost sales and foster loyal patronage, coupons will deteriorate a brand. Discounting menu items sends a message to guests that it isn’t worth paying full price. Instead of discounting, consider no-strings-attached offers that do not rely on percentages, such as a free drink or dessert.
Restaurant POS System: Reward Programs
Gone are the days of the frequent buyer punch card that would reward guests with free menu items after they purchased a certain amount of meals at a particular restaurant.
These days, reward programs can be monitored by swiping cards directly through POS systems which empowers operators to collect data on guests’ eating habits, while simultaneously increasing customer loyalty.
Reward cards create an opportunity to communicate with the customer. The process of asking customers for their reward card and letting them know how many points they have accumulated contributes to their total dining experience.
Reward cards also create opportunities for up-selling. Telling a customer that they can accumulate enough points to receive a free dessert on their next visit by purchasing an extra drink during this visit may be all the incentive they need.
Most restaurant POS systems can track reward points and automatically print rewards for qualified guests. They can easily track when guests collect their rewards and which reward they choose, which allows operators to monitor which items have the highest response rates.
Some POS systems are even capable of identifying infrequent visitors and issuing a reward to encourage them to return sooner.
Restaurant POS System: Customer Database
Whether you operate a Chinese takeout restaurant or a French bistro, you probably have a database of guest information. Many restaurant POS systems are capable of storing the names, addresses, telephone numbers and email addresses that guests provide when placing takeout orders or making dinner reservations. By filing this data in a POS system, operators can track guest visits and offer incentives accordingly.
When collecting customer contact information, be sure to ask for email addresses. Marketing via email is the most efficient way to strengthen relationships with guests by communicating with them regularly. Marketing materials, such as newsletters and special promotions, serve as reminders of your restaurant’s brand.
Restaurant POS System: Emerging Technology
While using a POS system for marketing may seem high-tech, many operators are finding creative ways to take advantage its vast capabilities.
A new service launched last year called Gomobo.com allows guests to forgo take-out lines and pre-order their meals by sending a text message to participating restaurants. The service is fully integrated into a restaurant’s POS system and enables a customer’s order to be charged to a credit card number the POS system keeps on file.
Restaurants are also employing cell phones to notify guests of rewards and promotions they are eligible for. Guests can simply submit a code from their cell phone to a restaurant. After the code has been entered into the restaurant’s POS system, the offer can be redeemed. Text messaging is more personal than other forms of marketing and can help restaurants entice guests to return in a way plastic reward cards can’t.
Whether you prompt guests to visit your restaurant through text messaging, email, mailers or in-store incentives, the best method of tracking results is a restaurant POS system. By using data from your POS system to guide marketing efforts, you’ll be able to better target your guests stomachs and wallets.
Restaurant POS systems are costly but can be worth their weight in gold if used to their full capacity.
|
|
|
