Beard Brothers BBQ (BB), a halal barbecue joint in Petaling Jaya, had been running for over six years when they realized that they were doing little to retain their customers. With the endless variety of eateries throughout Malaysia, the retention of customers was a prominent focus for many businesses in the F&B industry. For this reason, BB wanted a more efficient and effective way to engage their customers after they left the restaurant.
BB decided to use UMAI’s Loyalty and Marketing Automation system to build a database of their customers. They only needed to sign customers up at the time of payment as the system handled the rest of the job: capturing customers’ names, phone numbers, and birthdates, as well as tracking critical data, such as how much customers spend and how often they come back to visit the restaurant.
With the system, BB now has a few campaigns that automatically send a personalized message to customers who have not been back in 35 days, first-time customers, and big-spending customers. The system also tracks which customers came back from which campaign and how much money they spent when they returned.
After using UMAI for four months, 93.42% of BB’s customers joined their loyalty program on average. In other words, BB has built a database of over 13,000 customers. With the help of their loyalty program and automated marketing campaigns, BB has managed to earn RM153,000 in a short time.
Customers tend to spend more money when they sign up for loyalty programs. According to the 2016 Bond Loyalty Report, 66% of consumers alter the amount they spend to maximize their benefits. Loyalty members do not only spend more often than non-loyalty members; they also spend more, resulting in a 5–10% increase in revenue. In the case of BB, customers under their loyalty program spend 12.35% more than their one-time customers.
At this rate, BB expects to grow their marketing database to more than 38,200 guests within 12 months and generate RM420,000 of yearly revenue via automated marketing campaigns and returning customers alone. With UMAI, BB now has better insights into their business, higher profit margins, and more repeat customers than ever.
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