How proximity engagement turbo-charges QSR loyalty| Q | QSR Web - 0 views
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cingram21 on 26 Sep 21This article does a nice job of explaining how to effectively utilize proximity marketing to grow loyalty. It discusses the importance of understanding privacy and how important it is to monitor app downloads and deletions to determine if the strategy is aligned with guest expectations.
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That's the beauty of proximity engagement. Not to be confused with location-based marketing, proximity engagement is about engaging your customer with a message they will actually want, not simply sending them the message you want them to get.
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The aforementioned study also found that only 39% of respondents said they would keep an app for more than six months, with 28% admitting they deleted an app after using it. So, if offering an engaging app is the way to your customers' hearts, you need to figure out how to get them to keep yours on their phones.
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This is happening despite the fact that most restaurant leaders and marketers know consumers don't want to be shouted at or nudged. In fact, when the signal-to-noise ratio gets too weak, consumers will not feel the value and are much more likely to delete the app.
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There's an increasing amount of pressure to restrict the sharing and use of consumer data without consumers' explicit permission, which is fantastic from a consumer protection and privacy perspective.
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Stanford University's Behavior Design Lab founder, BJ Fogg — considered the father of behavior design — explains that it takes motivation, ability and a prompt to converge at the same time for a behavior to happen.
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When a customer is nearby, their ability to patronize your restaurant is high. When it's around mealtime, or if it's been a couple weeks since that customer has had their favorite dish at your store, their motivation to act is also likely high. When both of those criteria are aligned, then the probability they will respond to the right prompt with action is high.