We have been working with an Indian restaurant for quite some time, delivering their menus on a regular basis. While this strategy has been successful for them with consistent growth in their sales, they were not able to identify the areas where their leaflet distribution was having the most effect, nor were they able to tell what sort of people are ordering home deliveries and/or visiting their restaurant.
The reason that they had no way to record where there customers were coming from. Since our socio-demographic analysis system works on postcodes, the solution to their problem was fairly straightforward. All they had to do was to record the post codes of all of their home delivery orders. This information would not only allow us to map where their customers live but would also enable us to determine their socio-demographic profile.
Since their cash registers does not allow this sort of information to be recorded we has to com up with another solution that would not only provide the information we needed but would also be easy to use so as not to delay the ordering process. We started by implementing a simply system whereby a log was kept next to the telephones and people taking the orders write down the postcode of the delivery address, as well as the value of the order.
This information was then transferred to a spreadsheet at the beginning of each day and the spreadsheet was sent to us on a weekly basis and was loaded into our system to analyse the data and provide the location and demographic profiling that we needed.
This system proved to be a great success and provided our client with valuable information that allowed them (and us) to see where they were getting their best response rates and also what sort of people use their restaurant. This enabled us to better target their leaflet distribution and also to measure the effectiveness of each distribution.
We have now extended the system to include customers who visit the restaurant by simply asking customers for their postcode when they reserve a table. We are now looking at ways to improve this system so that it is recorded directly into their ordering and booking systems to avoid double entry.
Company: 2112 Direct Marketing T/A 2112 Leaflet Distribution, Ground Floor, 29 Meikle Crescent. Hamilton ML3 7AQ
Registration No: SC352956
VAT Registration No: 971 0992 00
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