Driving Online Ordering and Catering Sales Using Email

Best Practices and Practical

Welcome to a Fishbowl Best Practices Webinar

Hosted by: Lauren Sadlon Managing Consultant

You’ll Get Great Tips for..

• Converting Online Ordering and Catering customers

into engaged eClub members

• Optimizing your eClub to increase Online Ordering and

Catering sales

• Q & A

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eClub used to create awareness of Online Ordering

and Catering benefits

Online Ordering, Catering and Email Should Work Together

Online Ordering and Catering touchpoints used

to promote eClub Behavioral and preference data collected & stored for ongoing use

Targeted eClub messaging drives Online Ordering and Catering transactions

• Use every available touchpoint (sign-up slips, OLO, text-to-join, POP, etc.)

• Establish short, medium and long-range goals for eClub members

generated through OLO and Catering

Job #1 Is Building Your Overall Email List

2014 Goal : 2,000 new members!

Converting OLO guests into engaged

eClub members

Include an eClub message with every OLO communication

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• Interior and exterior merchandising • In-store signage • Catering manager outreach • Cold calls • Opted-in lists from events

• Packaging

• Boxes • Bags • Stickers

•Order pickup & delivery

• Receipt messages • Bag-stuffers

Add a strong eClub “invitation” to your OLO process pages

• Visually appealing

• Prominent but not obtrusive

• Interactive elements

• Banner ads

• Pop-ups

• Animation

Finalize Your Order Please enter the required information and submit your order

Your Contact Information

*FIRST NAME:

*LAST NAME:

*CONTACT PHONE:

*EMAIL ADDRESS:

For great promotions and offers, join our E-mail Club today!

*ZIP CODE:

*BIRTHDAY:

*FAVORITE LOCATION:

Optimize your acquisition approach to reach the OLO user

• Creative that speaks directly to OLO members

• Specially optimized for mobile (unique join page)

• Captures the input information for future segmentation

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Cell phone Smart phone Laptop Tablet

Technology Ownership

OLO Users

Non Users

SOURCE: The Current State of Online Food Ordering in the U.S. Restaurant Industry - Cornell Hospitality Report – May 2011

Optimizing your eClub to increase

Online Orders

Target the right OLO message to right person at right time

Combine collected preference data with past OLO and eClub behavior to develop segments and messaging strategies

• Order History • Frequency • Consistency

•Order Type

• Individual meal • Catering

• Office • Institution • Home

• eClub engagement • Opens • Clicks

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Business Special Romantic Social Don't Wantto cook

Frequency of Ordering by Dining Occasion

Infrequent

Occasional

Frequent

SOURCE: Customer Perceptions of Electronic Food Ordering - Cornell Hospitality Report – May 2011

Optimize your email Campaigns to Drive OLO Awareness and Transactions

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• System-wide Communication • Full list campaigns • Targeted segments • Message versioning

• Triggered Mailings • Local Store Marketing Efforts

Integrate OLO into your eClub messaging strategies

Develop Targeted Campaigns with Dedicated OLO Focus

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• Include discounts and promotional offers to promote OLO trial and frequency

• Coordinated with national messaging calendar

• Unique offers for Online Orders

• Provide code for use by Online Orderers

• OLO call-out in navigation bar

Create a Specific Plan for OLO Message Delivery

•Adapt send days/times to brand needs and member behavior

• Lower volume days of week • Pre-meal period

• Location Targeting • Alternate version for locations without online ordering

Use automated messaging to target Audiences based upon previous action

• Welcome Message • Create Welcome for members with an OLO input source

• Thank you Message • Thank members for recent order • Acknowledge heavy OLO users and send offer for next order

• Miss You Message

• Reach out to members who lapsed online orderers • Send offer for next order • Communicate upcoming event (i.e. we know you ordered last

year at this time)

• Survey • Ask members for feedback on recent experience • Thank them for providing feedback with an offer

• Office & group orders • Target members who frequently place large orders.

Trigger Communication to Reach Defined Targets

Converting Catering customers into

engaged eClub members

Use All Catering Touch Points

• Opt-in box on Online Ordering check out page

• Interior, exterior and digital merchandising

• In-store signage •Opted-in lists from events

•Catering manager outreach

•Cold calls

• Packaging

• Order pickup and delivery

•Receipt messages

•Bag-stuffers

Invite Past Catering Customers to Opt-In

• Send a one-time opt in mailing to past

catering customers

• Call-to-action is to join eClub

• Give them a special gift for joining

• Once they opt-in, add past order history to

catering database

Positioning your eClub to drive

Catering Orders

Customize Campaigns To Emphasize Catering

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• Unique contests and promotions for OLO

• Customized call-to-action

• Re-Targeting past patrons

• Promote catering for upcoming “holidays” 1 week – 1 month out:

• Sports Parties (NFL playoffs, basketball tournaments, Olympics)

• Graduation

• Cinco de Mayo

• 4th of July

• Night before Thanksgiving

Optimize Messaging Design for Mobile

Fishbowl Client Example: % of Messages Viewed on a Mobile Device

53%

Strive for Subject Lines That Grab Attention

• Short and informative (make each word count)

• Front load the most important/enticing content

• Even shorter for mobile

• Personalization and symbols may improve performance

• Always follow best practices

• Test, test, test!

• Find what entices your customer to OPEN

• Monitor results and adapt your strategy as you see patterns change

Specially Priced Holiday Catering Offer

• Create template to promote catering (and online ordering)

• Promote office parties to members whose information was collected via cold-calling and/or by collecting business cards

• Identify your catering buyer based upon past purchases

Use Local Store Marketing Tools Where Possible

Communicate to potential Catering Buyers at the Local Level

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Questions?

Thanks for your time!