Orchid Group has launched an industry first with a loyalty, reservations and till data integration system that could transform its approach to marketing and sales opportunities.
Piloted at the company’s Pizza Kitchen & Bar pubs across the country, the purpose-built, integrated database system is the first of its kind to be comprehensively rolled out and will allow managers to access and analyse information on all purchases made by members of the Slice scheme, the Pizza Kitchen & Bar loyalty card.
Understanding loyalty scheme customers
“For the first time a pub group will be able to see and understand the needs and habits of loyalty scheme customers, taking into account the various ways they interact with us in the online environment’ and how that helps to drive a sale offline,” explains Maria Hamilton, Orchid Group Senior Marketing Manager Digital & Loyalty.
“By linking purchase data from our till system with the data we already have on our Slice card holders, we can better target our marketing and sales initiatives and time our promotions and offers to align with purchases that our customers are most likely to want to make, at times when they are most likely to take advantage.
“It is a dedicated and comprehensive system that marks a real step forward in pub till and reward technology.”
Using the retail model to gain customer insight
The idea has been used in retail for many years: most supermarkets reward card holders with points offers and discount vouchers that match their shopping habits, but it has not been utilised in the pub sector in this way or on this scale.
By embedding the loyalty scheme and purchase information, Orchid Group will be able to paint a much clearer picture of customer habits, and access this information much more quickly.
“We will now be able to generate typical spend and purchase reports and see data on when loyalty card holders visit or redeem vouchers very easily and in a usable way,” Maria continues.
“There is a lot of data at our fingertips and bringing it together will give us huge insight into our customers.
Extensive digital strategy
The new integrated system at Pizza Kitchen & Bar is part of Orchid’s extensive digital strategy that encompasses all its pub concepts. Across the board, Orchid Group has more than a million active customers on its database of loyalty and reward schemes members.
Pizza Kitchen & Bar’s Slice scheme builds on successful programmes such as the Our Family Club and Diamond Club.
The Our Family scheme gives customers the chance to earn points every time they visit one of the 90 pubs in the programme, and for every 500 points earned they receive a £5 voucher. The Diamond Club, developed for the over 50s, offers the same points-based scheme principles but with added exclusive member meal offers. It is available in more than 100 pubs and carveries across the UK.
Every Orchid membership scheme focuses on two key targets: giving customers valuable and appropriate offers and rewards, and bringing quick-win ROI successes for the pubs.
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