Breweries searching for effective strategies to drive revenue, increase customer loyalty, often look to loyalty programs. These systems, often based on points, aim to incentivize customers for frequent visits and reward them for loyalty to a brand. While opinions may differ on the effectiveness of such programs, it is crucial to explore the pros and cons and explore their potential impact on customer behavior and business performance.
Driving Brewery Revenue, Maintaining Loyalty, and Using Analytics to Make Informed Decisions
Breweries searching for effective strategies to drive revenue, increase customer loyalty, often look to loyalty programs. These systems, often based on points, aim to incentivize customers for frequent visits and reward them for loyalty to a brand. While opinions may differ on the effectiveness of such programs, it is crucial to explore the pros and cons and explore their potential impact on customer behavior and business performance.
Pros of Brewery Loyalty Programs
Loyalty programs offer several advantages for breweries. Firstly, they provide opportunities to gather valuable customer data. Breweries can gain a competitive edge by understanding consumer preferences, historical spending habits, and return rates. This data empowers breweries to tailor their offerings and promotions to individual customers, thus enhancing the overall customer experience to meet their consumption habits.
Moreover, loyalty programs can create a sense of value and recognition for customers. In a bustling industry, customers appreciate being acknowledged and rewarded for their loyalty, as it is another touchpoint for a business to interact with the customer. By offering points that translate into tangible benefits, such as discounts or free merchandise, breweries can incentivize customers to continue patronizing their establishment.
Cons of Brewery Loyalty Programs
Despite their benefits, loyalty programs also come with certain challenges. One significant drawback is the difficulty in adapting points-based loyalty programs to businesses with frequently changing product offerings, such as breweries. Unlike establishments that focus on a single product or product line, breweries often feature a diverse range of beers that evolve over time. Consequently, loyalty programs in breweries must account for broader spending categories rather than a specific product.
Another challenge lies in the ability to deliver actionable insights from the customer data. To simply have a loyalty program is not enough, as to maximize the potential of the program it is essential to think strategically and identify trends, opportunities, and room for growth. A loyalty program is not just a plug and play tool for a business but rather one that requires significant strategy, time, and effort.
Ultimately, a thoughtfully implemented loyalty program can provide breweries with a competitive edge, increased customer engagement, and a stronger bottom line. By leveraging data-driven insights, breweries can create lasting relationships with their customers and thrive in a competitive market.
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About The Presenters:
Douglas Cleary, Enterprise Account Executive, GoTab, over a decade of expertise in account management and business development with a proven track record of optimizing client operations and national account services across diverse locations nationwide.
Taylor Smith, Account Executive, GoTab, a seasoned veteran of the Food and Beverage industry with an impressive 25-year journey from humble porter to accomplished director of operations.
Tap Room Playbook Episode 2:
When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.
Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.
The Situation
Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.
The Solution
Reducing Staff Touch Points Without Sacrificing Guest Experience
Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.
“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.
“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.
The Benefits
Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.
Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
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