MORE TURNOVER PER VISIT AND MORE CUSTOMER VISITS
Everyone who still thinks that people from Switzerland are not the the fastest ones does not know Pontus Musa. The management consultant is focussed on multi gastronomy concepts runs additionally a chain of coffeeshops.
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CONCEPT FOR CUSTOMER BINDUNG IN THE GASTRNOMY
Musa wouldn’t be Musa if didn’t want to reach to aims at once:
- To increase the average consumption
- To increase the number of customer visit
„I want my customers to have more than just an Espresso” means Musa. „We are working on that with an increasing bonus percentage. But I am more keen about the number of customers visits. I want to have them in my outlets as often as possible” says Musa.
„All around our branches we have a lot of competitors. Once I have the customer in one of my shops he will be very well treated by my staff. Therefore I had a special development on the system. Now I have a „voucher generator“ that allows my customer to get a double benefit. He gets points on his consumption and on his visit!” laughs Musa.
At the end of every month the system sends automatically a voucher to every customer with:
700 points for 20-30 visits / month
500 points for 15-19 visits / month
300 points for 10-14 visits / month
0 points for 0-9 visits / month
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„Due to the economic crisis we will have problems in the next future,” says Musa. “I was looking for a way to prepare my coffeeshops against these problems. My target was to bind the customers more to my branches as fast as possible.”
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Within five weeks Musa together with SmartLoyalty
:
- Developed an individual concept for customer binding
- Developed a new design conceptt
- Produced and implemented the loyalty card system
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CUSTOMERS AND EMPLOYEES AT A GLANCE
„I am able to view the development of my card daily on my website: www.cappuccinoclub.ch.
Once a month all the manager of my different branches have to come to me with their operative figures. The dialog between the colleagues is often enough to motivate each other” laughs the friendly entrepreneur.
Operating figures are for example:
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The amount of issued cards
- The average turnover
- The turnover per employee
- The amount of cancellations
WHO PAYS THE CARD?
„I left the choice to my customers:
- Would like to have the card for free if you give me your address data or
- Would you like to buy the card for 10 CHF?
If the customers buys the card we book points with a value of 20 CHF on the card. But those points can only be redeemed on their next visit. I couldn’t belive it but 70% of my customers decided to buy the card“ means Musa.
What else do I want? The customer pays for the card and comes back” smiles the clever businessman. |
