get in touch
Zesty Digital Logo

How to Monetise Customer Data in Hospitality

Here at Zesty Digital, we recently started working with a gastro pub that wanted to improve its digital marketing and drive up sales. During our onboarding process, we discovered that this particular pub had 4000 email subscribers… and they didn’t even know.

An email list like this is worth its weight in gold for local businesses, giving you direct access to your ideal customers. What’s more, the people who have opted in to receive marketing from you are already a warm audience – they’ve asked you to send them information about your company.

This got us thinking that other pubs and restaurants might be sitting on vast amounts of customer data and not doing anything with it.

In this blog post, we will share some tips on how pubs, restaurants and other hospitality businesses can maximise their marketing to reach their customer base, gather customer data and monetise it.

How to collect customer data

There are a few ways that pubs and restaurants can gather consumer data, and many of them may already be in place in your business – you just need to know how to utilise them.

Whichever method you use, think about tempting customers to sign up with an incentive, like a discount on their next meal or a free drink. (Learn more in our recent lead generation blog post.)

Booking systems

Going back to our lucky gastro pub client that had 4000 subscribers – they had built up this email list through their booking system, DesignMyNight. Every time a customer booked a table, they were asked if they wanted to sign up for emails. And 4000 of them did!

The pub management team didn’t know this was happening, hence being unaware that this goldmine of customer data was even there.

This strategy can be adopted by most hospitality venues that use online booking systems. Make sure your customers have the option to subscribe for emails too. You could do this by checking the settings on your electronic booking system software or reaching out to your service provider if you need help.

You might need to shop around to find a booking system that meets your business needs, and there are plenty to choose from, including DesignMyNight, mentioned above, as well as ResDiary, SevenRooms, OpenTable, and TableAgent, which is a free option.

Website sign-up form

Your website is the ideal place to capture customer details. Visitors are already interested in your business (hence them being on your site) and may be easily persuaded to sign up for emails while they’re there.

There are a few ways to attract sign-ups, but essentially, you want to have your sign-up button visible on every page. Nobody will go looking for it – you have to get it in front of them at every opportunity. Popups can also be an effective way of directing people to your sign-up page (although we’d advise using them strategically so as not to annoy visitors).

Online ordering or takeaway systems

If you have a takeaway or online ordering service, you have another ideal opportunity to gather customer data. Just as with a booking system, ask your customers if they want to sign up to emails at the same time that they place an order. With no extra effort after the initial set up, you can collect customer data effortlessly.

So, now you’ve got multiple streams of data collection, what do you do with it?

This is where your marketing strategy comes into play. If you have a clear idea of your business goals and marketing aims, you’ll already have your marketing channels set up and running, and you can start marketing to your new subscribers.

Here’s a reminder of a few ways to use customer data to optimise your marketing.

Email marketing

The best way to get your content in front of a warm audience is directly into their inbox. You can talk about special offers, upcoming events, a new menu, seasonal specials, and much more.

SMS marketing

When you ask people to sign up for emails, you can also add an option for them to sign up for SMS (text) messages. You might get lower numbers opting for SMS marketing, but the ones who do are your keen customers! You can use text messages to send exclusive offers, sneak peeks or VIP invitations so your SMS customers feel like they get special treatment.

Social media retargeting

Some social media platforms, including Facebook and Twitter, allow you to upload your contacts list to retarget ads to your subscribers. By creating a custom audience, you can create tailored ads, especially for people you know who have already subscribed. You can also invite your subscribers to like your social media pages to cross-pollinate between platforms.

Adhering to privacy laws

Make sure you are aware of the privacy laws around collecting and storing customer data to stay within the legal requirements. Reputable email service providers typically meet legal requirements, but be sure to check.

After reading this blog post, you should have plenty of ideas for how to build your email list and gather customer data to ramp up your marketing. If you’d like to know more or want help setting up and running any aspect of digital marketing, get in touch.

The End of an Era: Google Business Profiles Websites to be Turned Off

Introduction In a move that might come as a surprise to many, Google recently announced that websites created through Google Business Profiles will soon be shut down. This decision, outlined in an announcement on Google’s support page, signals ...
READ more

The Power of Google Hotel Ads: A Game-Changer for Boosting Bookings and Reducing Costs

In the fiercely competitive world of hospitality, hotels and pubs with rooms are constantly seeking innovative ways to increase bookings and reduce costs. While platforms like Booking.com, Hotels.com, and Expedia have long been go-to channels for rea...
READ more

How to Boost Your Local SEO Rank with Google Reviews

Introduction In today’s digital landscape, local businesses must establish a robust online presence to thrive. Elevating your local Search Engine Optimization (SEO) ranking is a proven strategy to enhance visibility and attract more customers. ...
READ more
1 2 3 15
Zesty Digital Logo
Cookie PolicyPrivacy Policy
© Zesty Digital Ltd 2023
Cookie PolicyPrivacy Policy
© Zesty Digital Ltd 2022