Como, leading customer loyalty management solution, is helping Seafood Pub Company to engage customers, know them better, and bring them back in each of its individual locations.
Seafood Pub Company is a multi-award-winning group of gastropubs in the North West, centered around Lancashire. This family of eight pubs includes destination rural inns with elegant country bedrooms, a neighbourhood restaurant and bar, and everything in between. Each location has its own personality, menu, and clientele.
This range of venues provides Seafood Pub Company with both great allure and a difficult challenge: how to focus on each individual location with the promotions and marketing support they need to foster growth.
Joycelyn Neve, founder and managing director at Seafood Pub Company, turned to Como. She was delighted to find that the flexible Como solution was perfect for turning this challenge into a business plus, with an easy platform for grouping customers into segments and targeting them accordingly. The result, she says, has “increased the rate of customers coming back to my restaurants.”
Joycelyn Neve, founder and managing director at Seafood Pub CompanyThe Como solution powers loyalty programs at some of the world’s biggest brands, including Burger King, Papa Johns, Quiznos, Mr. Pretzels, and Coca-Cola. It’s a brilliantly simple platform that helps restaurants and retailers engage their customers, reward them, and keep them coming back.
Branded mobile app: Each restaurant or chain has its own branded app for communicating directly with customers through loyalty schemes like stamp cards, coupons, points, gifts, and push notifications. Far beyond that, the platform collects and analyzes all the data about customers’ activities, so that restaurants can easily—in fact, automatically—run personalized campaigns and promotions that increase repeat business and sales.
Pulling customers in by location
So how did Neve use that capability for the Seafood Pub Company? She started with the simple trick of having new loyalty club members indicate their preferred Seafood Pub Company venue (along with other demographic info). After that, Como made it easy to deliver personalized content, essentially making each app unique to each customer.
Let’s start with pubs and football games. Sports are a great way to draw in the pub crowd, but you need to get the word out. What could be a better way than a push notification right to the customer’s phone, on the afternoon of the game, about a special promotion at their local pub that night?
“Our app users are the first to know about events and offers through their app,” explains Neve, “and this has created a members’ club feel that helps us reach our goal of brand loyalty.”
Of course, business is business, and everyone likes to be full to capacity. Seafood Pub Company has found a smart, easy way to keep tables filled up—and bring loyal customer back. Managers send out 20%-discount coupons to the customers near the relevant venue a few hours before dinner. This effective promotional idea has worked especially well for their Asheton Arms, Derby Arms, and The Fenwick properties.
Neve also runs cross-promotions between Seafood Pub Company hotels and restaurants, such as a bottle of wine in the restaurant for booking the hotel. Customers simply show the gift in app, and redeem it there at the point of sale (POS). She also boosts new locations like their Roosters Bistro with a 20%-off coupon.
4,000 members: Seafood Pub Company’s loyalty club has almost 4,000 members and counting. In the last six months, the company has offered more than 10,000 personalized promotions and rewards, enjoying a booming 15% redemption rate. Think of it as thousands of instances of customer engagements and satisfaction. Priceless.
Says Neve, “Restaurants and pubs should embrace solutions like Como as it’s a fantastic, new way to interact with customers and really engage with their needs. It enables my business to grow and expand by offering real added value to our customers.
For more information or to see a demo, please click here
You can also email us or call Como’s UK offices at +442031500523