regulars vs customers

regulars vs customers

The number of pubs is decreasing at worrying rate in the UK – we wrote an article about it last summer (read it here) – and pub owners around these fair isles are doing their best to keep them going and growing attracting business. Most pubs live on their regulars; the after-works, the sports fans and their neighbours, who come in week after week.

But the stats don’t lie – even the regulars are decreasing in number. A simple measure to keep your regulars is providing value. It is likely that one reason for the decline in pub-visitors is the economic climate – buying alcohol to drink it at home is cheaper. You must show them that the value they get from visiting your pub exceeds the tangible penny-saving; you must make it clear that their visit matters to you. Isn’t that part of the reason we go to pubs, to meet people, to feel part of a group?

Loyalty cards have been around for a while – but the standard paper or plastic ones are often more hassle than they are worth for the staff. Customers love the idea of getting rewarded – it makes them feel appreciated and that they are saving money. Our app is designed to give merchants an easy solution to this conundrum. You can read more about it here. So how might a loyalty program work for a pub, selling both drinks and food? Traditional loyalty cards often give a stamp per drink – and that’s it. Many newer solutions are fare more flexible – Loyalzoo included – and allows you to rewards for spend instead, giving you more options and freedom with how you want to reward them. You could give 1 point per £1 spent, and set up the rewards as follows: 10 points – complimentary bar snack, 20 points free pint of Becks/small glass house wine, 50 points – half price house bottle of wine. If you don’t want to give alcohol as rewards you could offer discounts on food as the reward, or even gift cards with third parties e.g. Amazon – 50 points – £5 amazon voucher, or 150 points – £25 Amazon voucher.

If you have any further questions don’t hesitate to get in touch – find our contact information here. We love a chat!

 

Connecting with customers has never been more important or easier – and a direct link through social media is the obvious answer; Facebook, twitter and Instagram (in particular – there are several others too)s popularity means not being on social media is a missed opportunity. Your customers are online all the time and the vast majority a member of at least one social media network.

Giving your brand a voice on social media means you have an immediate link to your audience that feels current, fresh and human.

More competition in the retail space means it is harder to get noticed – both on the high street and online. And these days, customers spend less time searching and more time noticing – direct recommendations from friends, awesome instagrammers or inspiring Facebook posts. So if your brand isn’t there – you’re missing out.

We spoke to Social Media Professional Yani Fish – who has worked with Gail’s, Reebok and the like – for her best tips on getting started online.
  1. The first thing to do is to know your audience. Off the top of your head you probably have a pretty good idea – take 20 minutes to sit down and write it down. Who is your typical customer? And who is your ideal customer? These are the people you want to engage.
  2. Find and hone your brand’s voice online. This can be tricky to get right, but a good tip to get started is to think about how you want to make people feel when they interact with your brand. Lively? Relaxed? Comfortable?
  3. Try to make the voice human. You want your fans to feel like they’re interacting with a real person. Sign with a name if it is appropriate – it doesn’t have to be your real one.
  4. Build up a bank of content and imagery. Make sure you have this in place before you try getting followers; you want to give people a reason to stay if they come across your page.
  5. Despite what they say – Facebook is not dead. And there are brilliant opportunities for targeted advertising. This means you can pay a few quid per day to promote your page and advertise it to a very defined audience – people who are likely to engage with your brand.
    1. Twitter is also a great way to interact with your audience – if your audience is on Twitter.
    2. Instagram is great for brand awareness, but is less efficient in driving traffic because you cannot do links apart from in your brand’s page’s bio.
  6. To build your brand’s presence make sure you interact with people. Start by following people and companies you want to be associated with/that you associate with – engage with what they post, comment and like.

And lastly – don’t be too impatient!

Social media is real engagement from real people and building up a reputation and a following will take some time.

You shouldn’t expect wonders overnight. But if you post consistently in a coherent manner, stick to a brand voice that suits your following and your company, you should be able to see some results after 6 – 12 months.

If you want to find out more about Yani and what she does, perhaps even get her help with your social media, you can find her website here.

  1. It’s, well, LOCAL! Beats driving/sitting on a train/on a bus and paying for it right?
  2. It’s friendly. Employees are likely to actually look at you.
  3. And probably even smile
  4. And start a chat!
  5. You’ll get to see the business owner. Probably. And in most cases, they are lovely, driven people who really care about you. Hello…..mrs/mr owner of multi-million-international-store…?
  6. The products won’t be the same as everywhere else. Chances are, they’re local too – and carefully selected by the owner.
  7. Employees will know what they’re selling.
  8. Because employees in a local business tend to be a lot more than just another number in the payroll system.
  9. By shopping local, you support your local economy and contribute to the buzz and life in your community
  10. Shopping local means you help create more opportunities for young people
  11. And most of what you spend, goes to the business itself. Not the obscure conglomerate of owners or stakeholders.
  12. You won’t have to elbow your way through tourists who all like to be in one place where the only shops are super chains that can be found nearly everywhere on the planet (hello, Oxford Street).
  13. You can take your time, and ask advice. And if you have some feedback, chances are the owner will actually take the time to listen to you.

 

Tell us about your favourite local shops in the comments!