In addition to cooperation strategies with Food Delivery App to boost online ordering sales, F&B businesses still focus on investing in offline channels. In this article, we will explore the importance of data from offline channels and strategies for exploiting offline channel data for F&B businesses.
Why is offline channel data important for F&B businesses?
In the era of digital explosion, it is thought that the investment of businesses lies entirely in online channels, but F&B businesses still put significant effort into offline channels, especially regarding data.
Customers tend to become loyal to brands and eateries where they have positive offline experiences. Creating a unique and enjoyable offline experience can help deepen customer connections and create loyalty, while helping businesses maintain stable sales.
Weighing the importance of data from online and offline channels, then choosing a channel to invest in is similar to the story of giving a red envelope with a 500K bill and a $20 bill, and asking your friend to choose it. As adults, we would choose both, not just one.
Returning to data collection, it is understandable that F&B businesses would leverage all sales channels and opportunities to acquire customer data. However, compared to strategies for leveraging data from online sources, offline data is currently somewhat overlooked.
Strategy for exploiting offline channel data for F&B businesses
Certainly, when customers step into an offline F&B store, they are no longer just potential customers but actual customers who have a certain level of interest in the business’s products or services. Creating an enjoyable experience and capturing data from this customer group can help businesses upgrade their customer relationships to a level of loyalty.
Attracting customers through games
Unlike asking customers for their phone numbers to earn points, placing a standee inviting customers to play games while waiting for their friends is also a great idea to collect data from existing customer groups. However, this is an “optional” way that customers can participate or not. There is a way to ensure a much higher participation rate, which is to invite customers to play games for rewards right before checkout.
Binrou is a typical case of using the Pango Wheels Mini-game to acquire customer data. Instead of asking for names and phone numbers to get the most basic data for SMS campaigns, cashiers invite customers to scan the QR code on the tent card and invite them to experience the lucky spin – receive gifts right at the counter. Customer data will be automatically stored on PangoCDP.
Pango Wheels is a Mini App located on the Zalo platform operated by the PangoCDP. Pango Wheels is considered as an entertainment and promotional activity used by many fashion retail stores and F&B chains to attract customers and increase sales. These programs have the ability to navigate and collect user data, enriching customer data sources for future sales campaigns.
Growing customer base from existing customer database
Customers who frequently use a business’s products or services are often willing to refer them to their friends and family. Therefore, the brand can expand their customer base through a “Friend gets Friend” campaign. This not only allows the brand to gather data from existing customers but also provides an opportunity to reach a wider audience.
For example, customers can simply scan a QR code, fill in their information, and share promotional offers with 5 friends to receive a discount voucher for their next purchase. The specific scheme can be adjusted based on the product value and the brand’s budget to ensure attractiveness to customers and cost-effectiveness for the brand.
Where does this data go?
A common situation that the PangoCDP team has observed in many businesses during implementation and collaboration is the possession of data without accompanying “warming” strategies – leveraging the potential of this data beyond simply boasting about the large amount of data they have.
However, data compiled from data collection campaigns deployed on The Master Channel with the support of the PangoCDP will always be “warmed up,” helping F&B businesses deeply connect with customers, thereby increasing conversion rates.
Track the online journey to identify touchpoints and engage with personalized messages
Once data is captured, PangoCDP will automatically segment customers based on their needs and behaviors. This enables businesses to create tailored engagement scenarios, delivering the right message to the right customer at the right time, enhancing personalization and driving results.
Returning to Birou, with customer data collected at the store, the brand can completely track the customer’s journey from offline to online, on their various media channels.
Marketing campaigns, including messages, notifications, and promotions, can be delivered through diverse channels at a lower cost, eliminating the need to rely heavily on expensive SMS.
Integrate with Facebook Ads, Google Ads, and TikTok Ads to run retargeting campaigns
PangoCDP integrated with advertising platforms to help businesses create more effective advertising campaigns by linking customer data and leveraging customer behavior. This results in higher conversion rates and better ROI.
By using collected data and information, PangoCDP also helps build “lookalike” audiences across many different platforms. This means you can reach and create lookalike audiences with people who have similar characteristics and behaviors to your existing customers. This expands your reach to potential customers and optimize advertising performance across multiple platforms.
Taking advantage of every opportunity to own customer data in offline channels not only serves the digital transformation strategy of F&B businesses, helping businesses create impressive customer experiences, but also drives revenue growth.
If you are interested in the strategy of exploiting offline data for F&B businesses, connect with us immediately!
