Are you stuck? Are you looking for a way to raise customer loyalty for your restaurant or retail business? Well, the answer is not far from you. You only need to get creative just the way other companies have. Talking about creativity, one company really achieved great success by taking something common and giving it a creative twist.
And that company is Amazon. You probably already know what I am talking about but let’s have a brief look at it.
There have been shopping events since before online shopping was ever a big deal. And even after it was, shopping events have come and gone. You might have heard about one or all of these:
- Cyber Monday
- Black Friday
- Green Monday
- Blue Monday
- Singles day
- White Friday
- And many more.
Some of these shopping events like black Friday are still in play. And so, one must have thought that coming up with another one would not make any more difference. Well, in Amazon’s case it did. They started Prime Day, a shopping event, in 2005 and it became a huge success. But the question is what made is so special? The answer – creativity. Prime day, unlike every other shopping event, is a members-only opportunity to get loads of products at affordable prices. The members-only concept caused people to want to be part of the Primes to cash in on the goodies and freebies.
And the point is…
Creativity is a key component when it comes to coming up with marketing strategies aimed at building customer loyalty. In addition to creative ingenuity, you need the right customer information and a way to communicate your message with your customers.
That’s where content marketing comes in.
You may ask…
Why Do Restaurants and Retail Businesses Need Content Marketing?
Content (and email) marketing are crucial to your retail and restaurant business for two strong reasons.
The first reason is the general rise in employment rate around the world. There has been an increase in the availability of job opportunities around the world. This is in part due to affordable internet connectivity giving individuals access to online jobs. Many world economies are growing and it’s had a ripple effect around the globe. Consequently, there is a rise in disposable personal income rate. Simply put, more consumers have money that they are willing to spend. This means the time is right for retail businesses to create more marketing campaigns to take their share of this rising pool of customers.
The second reason is almost better than the first. Cost effectiveness. Content and email marketing is a lot cheaper than many traditional means of marketing. It is also more effective and sustainable than most. Content marketing can be accessed by any company regardless of their marketing budget. Most retail businesses operate on very slim profit margins and do not even have so much to spare for flashy marketing stunts. This is why content and email marketing is so valuable to them.
And there is one vital ingredient that will help you get the most out of content marketing…
Wi-Fi Analytics and Its Role in Content Marketing for Restaurant and Retail Business
Communication is the force that drives marketing, especially the ‘how’ and the ‘what’. What you say to your customers and how you say it sits at the core of your marketing efforts. And there’s one more important factor, the who. If you send the right message to the wrong person, you will not get the intended result. You need to know your customers in order to know what message would resonate with them.
Using Wi-Fi analytics.
Wi-Fi analytics gives you the ability to be able to communicate with your customers on an individual basis. With Wi-Fi analytics you can divide your customers into different segments based on their buying behaviour. This segmentation makes your communication through content marketing quite effective (More on this in a bit). Learn more about how behavioural segmentation works for restaurants.
Even though there are several ways to collect customer information, like POS, websites, or loyalty schemes, the most efficient way is through Wi-Fi analytics and marketing tools. Analytics & marketing tools such as SpotOn Wi-Fi can, through your Wi-Fi network, collect vital visitor data. Data like name, email address, phone number, age, birth date, gender, and more.
How Does Wi-Fi Data Improve Content Marketing?
Without the data, you cannot create the right content that will reach the hearts of your customers. Given that visitors to your store or restaurants will be different with diverse preferences, it is impossible to communicate with them effectively with a single message. Using the Wi-Fi data you will know what separates one customer from the other. You can communicate with them in line with their individual preferences.
Furthermore, Wi-Fi data lets you see which customers are loyal, those who are big spenders, thrifty, weekend shoppers, first-timers, and lets you see what they love to purchase. This information enables you to track customers individually, change your products/services to suit their specific needs, and most importantly tweak your content & email marketing to get them to take the actions you want them to.
This way, you see that sending targeted missives, designed specifically for a class of customers will yield more results than a one-size-fits-all content. To put it simply, Wi-Fi data helps you communicate better by creating useful, meaningful, and targeted content.
The bottom line is this, content marketing is quite important for restaurants and retail businesses. Now is the right time to take the opportunity and apply content marketing to your business. Remember that content and email marketing is more effective the more customer data you have. SpotOn Wi-Fi can help you retrieve the customer information that you need to design a marketing campaign that gets results.
Our Wi-Fi analytics and marketing software is robust, capable of collecting visitor data, putting them in one place, and presenting them in formats that are easy to interpret. You can request a free demo to see how our platform works. If you have any more questions, feel free to contact us we’d love to hear from you.
POSTED ON July 16, 2019