Updated: Oct 27, 2020
There has never been a more important time than in 2020 to truly own your customers. We have seen the demise of many small successful businesses due to back to back lockdowns and consumer sentiment that we have never seen before.
With these changes, it has become clear, those businesses who truly know their customers well, can contact them directly and have one on one relationships have been the least affected. All businesses have been affected; however, some may have lost 50% of their business whilst others have lost almost all of theirs.
What we have learnt through 2020 has been clear, you must own your customers, you must engage with your customers and, you must understand them. We have written this quick guide for those businesses reopening, now is the time to grabble with these important business concepts as we simply do not know, if or when there will be another lockdown and, business as usual has changed.
OWNING YOUR CUSTOMERS
At the simplest point, knowing your customers well is essential and, as they start to come back to your business, now is an important point to reset the relationship you have. With COVID-Safe workplace requirements, you are required to know your customers by being required to collect and keep key details for each customer attending your venue, whether it is a restaurant or a retail outlet.
You can go one step further and develop a simple communications plan capturing not just the customers name and phone number but also their email address and date of birth.
By capturing these details, you then have a very clear list of who attends your venue and, are prepared should the worst happen.
WHAT DETAILS CAN I CAPTURE?
If you tell customers why, you are entitled to capture almost any details you want however keep in mind rules around discrimination.
We suggest the following:
Date of Birth
By capturing these details, you can communicate with customers when and if needed. You can also selectively target messages by SMS and email based on postcodes, age, or date of birth.
HOW DO I CAPTURE THESE DETAILS?
A simple QR code or link can direct your customers to an online form, which can link to a google spreadsheet or dropbox. At a more advanced level, online forms can load into a CRM, a customer relationship database system. The important point is to start somewhere, if you are not sure where to start, we can certainly help with advice.
OK SO WE HAVE COLLECTED CONTACT DETAILS, NOW WHAT?
With contact details at hand, you now have power, more than you had before anyway. You can choose to email or SMS these customers with:
This week’s menu
Birthday messages (you have their date of birth after all)
WHAT ELSE CAN I DO?
The most obvious opportunity is to promote new menu items or offers to customers, keeping them engaged with your business and keeping your business in mind.
But, more importantly, birthdays are often a series of celebrations including a lunch with workmates, drinks with friends, brunch with family and a special dinner with someone special. If you are in retail, think about popular gifts, after all, planting the seed and helping it germinate can easily result in a new sale.
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NEW ONLINE ORDERING SYSTEM FOR SMALL RETAILERS
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WHAT CAN MOJO CONNECT AND MOJO CREATIVE HELP WITH?
We bring together your communications, marketing, web design, email marketing campaigns phone and more. We create beautiful websites with the aim to create online sales and, we develop simple marketing plans through to fully integrated sales solutions for small business.
For a free demonstration, or simply a quick chat on how we can help, email firstname.lastname@example.org.