doubling of the opening rate, high conversion rate and halved cost of promotions. There are approx. 1.2 million digital loyalty cards in circulation to date, accounting for 52% of the turnover. They have a dual strategic goal: establishing a dialogue with customers on the one hand, and ‘activating’ these customers according to their individual situation and preferences, on the other hand.
To date, fifteen scenarios have been developed, with 56 different versions of the newsletter, culminating in an opening rate of 40% on average.
Using personalized automated emails, the conversion rate has increased from 3 to 25%. In addition, the cost of promotions has been halved, with significant discounts at certain times.
The birthday email is a good example. Customers receive an email 15 days before their birthday, with an invitation to celebrate it in one of the restaurants and redeem a gift which changes every year. If the customer visits a restaurant, then the chain sends him a friendly
‘congratulations’ message, by email or text message. If the customer did not visit a restaurant, he is sent a reminder ‘happy birthday, don’t forget your gift’. The opening rate for this email is 41%, the purchase conversion rate 88%.
Clear dashboards promote better insights in the results as well as revealing opportunities and points for improvement at a glance. They are also shared during monthly briefings of the board of directors.
The next step? Omnichannel integration such as Facebook, client reactivation – by continuously devising new, relevant messages – and even more customized content. Lunch Garden is also focusing on rejuvenating its customer base.