How are you retaining guest data?
Whether a guest visits your brick-and-mortar location or places an order online for delivery, you should be making sure you'll see them again and know their preferences. Repeat business is good business. It cost 5x more to attract a new customer than to keep a loyal guest. The best way to collect and retain customer data is through your own online ordering platform. With your own branded online ordering and white-label mobile app, you can collect valuable customer data like customer profiles, delivery addresses, payment details, order histories, order frequency, basket value, and more. By understanding who you're customers are you can build better relationships, provided an enhanced customer experience with loyalty, and reduce costs.
Third-party Delivery vs First-Party
Third-party delivery can be an effective channel, offering increased visibility, to attract new customers that have never interacted with your brand before. However, that's the only benefit before you see them eating your profits. You also have no way of knowing who those guests are, they're basically strangers because you can't collect and retain guest data with third-party delivery services.
Once someone knows your brand and is looking to order from your restaurant(s), directing them to your first-party party platform:
- Allows your brand to avoid 15-30% commission fees
- Reduces services fees and commission fees charged to your guests.
- Allows you to deliver a customer experience worthy of your brand.
- Introduces valuable customer data to optimize for engagement beyond the sale/transaction