Welcome back to our Ignite Growth series, where we’re highlighting several ways pizzeria owners can enhance their business to grow customers and sales. In our last article, we explored ideas for improving the customer experience. Today, we’ll be looking specifically at customer retention strategies.
Keeping your existing customers coming back is more cost-effective compared to acquiring new ones. These loyal patrons are also more likely to recommend your restaurant to others—and let’s be honest, word-of-mouth is often the best form of advertising. That’s why today we’re exploring customer retention strategies that will set your pizzeria on a course for long-term success.
10 Customer Retention Strategies
Customer retention is a smart way to grow your pizzeria, but what’s the secret? Here are ten practical customer retention strategies to try today.
1. Collect Customer Data
Collecting customer data is the starting point for many other customer retention strategies and is essential to personalization. Data can include customer names, contact details, ordering frequency, and even their preferred pizza toppings and orders.
But how do you collect this data? A simple but effective approach for online customers is to create an online ordering system that saves customer details. You can use your POS system to ask for emails or phone numbers in-store. You can also offer a one-time discount or a loyalty program to incentivize customers to share their information.
2. Use a CRM
Customer relationship management (CRM) systems are indispensable for storing and managing customer data. The right CRM system allows you to see past orders, customer behavior, and even notes about customer interactions with your business.
Look for a CRM system that integrates with your cloud phone system. This functionality will give your team instant access to customer profiles when they call, helping you offer personalized, efficient service. A quick “Welcome back, Mr. Smith” can go a long way. Access to the customer’s address can also speed up delivery orders because the customer does not have to repeat the information every time.
3. Use Email Marketing
Email marketing remains an influential tool for keeping your brand top-of-mind. Regular emails inform customers about your latest deals, promotions, and menu items. Email marketing is your next logical step if you’ve collected customer email data (customer retention strategy #1) and stored it in your CRM (strategy #2).
The most important thing to remember with email marketing is that you must be consistent. If you commit to sending a weekly newsletter, stick to that schedule. Your customers will get used to seeing you in their inbox and know when the latest deals and coupons are coming in.
Also, consider creating specific email campaigns targeting dormant customers. For example, you might launch a ‘We Miss You’ campaign with special discounts to entice them to return.
4. Create a Loyalty Program
A loyalty program can transform a one-time visitor into a recurring customer. The goal is to reward your patrons for their loyalty. It’s an excellent way to collect customer data (customer retention strategy #1), and research has indicated that 84% of consumers are likelier to stick with a brand that offers a loyalty program.
Your program could be as simple as a punch card offering a free pizza for every tenth order. Alternatively, you can use an app to gamify the process, creating a fun, interactive experience that keeps customers engaged and coming back for more.
If you don’t have a loyalty program, check out our article How to Create a Customer Loyalty Program in Your Pizzeria. Or if you have a program and want to improve it, our article 7 Secrets for Better Customer Loyalty Programs in Pizza Businesses is a must-read.
5. Encourage Second Orders
The power of the second order lies in the ability to turn a first-time buyer into a repeat customer. If a customer orders from you once, they’re curious. If they come back a second time, they’re demonstrating trust. If the pattern continues, you’ll have a loyal customer who loves to tell others about your pizzeria.
A loyalty program is an ideal way to encourage second orders. If you don’t have one, consider providing a special offer on the customer’s receipt for their next purchase. Another approach could be sending a follow-up email a week after their first order with a tempting discount if they order again within a specific timeframe.
6. Add a Personal Touch
Adding a personal touch to your customer interactions turns a mere transaction into a memorable experience. Use the data you’ve gathered to surprise and delight your customers. Here are some ideas:
- Personalized Greetings: If your CRM system is integrated with your cloud phone, greet customers by name when they call to order.
- Birthday Perks: Use birthday data to send a coupon for a free slice or dessert during the customer’s birthday month.
- Personalized Email Campaigns: Mention a customer’s past orders to make your communications more personal. For instance, “Miss our Margherita pizza? It misses you, too!”
- Customized Offers: Use purchase history to send special deals on items that the customer frequently orders.
- Handwritten Notes: Include a short, handwritten ‘Thank You’ note with the delivery to make customers feel valued.
- Exclusive Previews: Give your loyal customers a sneak peek at new menu items before the official launch.
7. Leverage Technology
Technology can significantly enhance your pizzeria’s customer retention efforts. Using the right tools, you can create a more streamlined, personalized experience that encourages repeat visits. Some of these ideas have already been mentioned, but they bear repeating.
- CRM: Centralize customer information in one easily accessible place.
- Cloud Phone: A cloud-based phone system can connect to your CRM so staff can see customer data and provide more personalized service.
- Online Ordering System: Make it convenient for customers to place orders through your website or an app.
- Loyalty Program App: Use an app to manage your customer loyalty program and incentivize repeat visits.
- Pay-at-the-Table Technology: Enhance the dine-in experience by allowing customers to complete their transactions at the table.
8. Pay Attention to Customer Reviews
Online reviews give you direct insight into what customers think about your pizzeria. Keeping tabs on what’s said about you online can offer important clues on areas for improvement.
Make it a practice to respond to every review, good or bad. A well-crafted response to a negative review can turn a dissatisfied customer into a returning one. Similarly, thanking someone for a positive review reinforces their good experience and encourages repeat visits.
Want to learn more? We wrote an entire series about strategically managing and using online business reviews. Check out this final article, which lists all the articles in our series.
9. Ask for Feedback
While online reviews are helpful, they often come from those who feel strongly about their experience one way or the other. You can gather a more balanced perspective by directly asking for customer feedback.
Include a simple survey link at the bottom of your receipts or send an email post-dining experience asking for reviews. Make it as straightforward as possible—complex surveys are less likely to get completed. For more ideas, check out our article 9 Ways to Get Feedback from Customers.
10. Outstanding Customer Service
Your pizzeria might have the most delectable pies in town, but you’ll find it challenging to retain customers without excellent customer service. This last strategy ties back to our previous article on enhancing the customer experience. If you haven’t read it yet, make sure you do.
Training your staff in service protocols and emotional intelligence can make a world of difference. Employees who can read customer cues and respond appropriately make for a dining experience that people will want to repeat.
Customer Retention: Putting the Pieces Together
Keeping your existing customers is one of the most effective ways to grow your business. And the great thing is these strategies are designed to work together. Piece them together like a puzzle, and you’ll see why customer retention is a game-changer for your pizzeria.
But we’re not stopping here! The next article in our Ignite Growth series will focus on the art and science of employee scheduling and why it should be part of your strategy to grow your pizza business. You won’t want to miss it!
