In a recent post on the PizzaMarketplace blog, OLO CEO Noah Glass made the comment that online ordering provides “the holy grail of customer-level data.”
He has a point. Web and mobile ordering have opened up a new level of access to customer information—for restaurant companies without delivery, it may be the first opportunity to build a comprehensive database of customer information.
But for most pizza and delivery concepts, online ordering data enhances an already existing customer profile. The value of that data increases when you combine those online order details with insights from your existing POS database of customers’ in-store and over the phone orders.
With your web and mobile order channels integrated at the point of sale, you gain the ability to compare online versus offline purchase trends. Do customers spend more online? Are they more or less likely to choose add-ons? Which coupons or promotions engage them online versus when they order over the phone?
And you gain more new insight by comparing customer preferences and purchase trends between locations and across regions.
The real holy grail of customer data is in the application: how you use those new insights to create loyalty and drive total revenue. Glass shared a number of examples of ways restaurant companies are applying online ordering data to better understand and serve their guests. Creating heatmap views to see where mobile customers are when they place orders. Designing personalized digital promotions. Mining menu item price data and analyzing strategy.
For delivery restaurants, online ordering data is one more crucial input into a total picture of customer preferences and value.
Posted by Jennifer Wiebe
Occasional contributor of On Point, Jennifer led the marketing for SpeedLine from 2002 to 2018. She loves, books, yoga, playing at the beach, and commenting on bad TV with her family.| Author's website