In the past, the hospitality high street’s attitude towards loyalty has been to take it for granted – even bakeries, which generally tend to take a more personalised approach towards customer service as their revenues are much more focused on local than tourists. However, consumer behaviours and preferences have changed drastically, and so, too, must hospitality businesses evolve with them to stay on top.
“Many operators believed that if you set up a business that operates well and provides consistent, high-quality products, then you will win your customers’ loyalty almost as a matter of course, without any extra effort. Loyalty wasn’t measured or prioritised, it was just assumed,” Frederick Szydlowski, cofounder and CMO of Embargo, told BakeryandSnacks.
Embargo, launched in 2017, is a platform that helps the hospitality sector embrace digital transformation by connecting them directly with the customer through bespoke loyalty rewards.
“This no longer applies to the modern consumer.
“The rise of ecommerce has changed their expectations when it comes to customer experience, where online platforms are able to remember their information and preferences, providing personalisation communication and rewards that make them feel more valued.
“If online brands can make them feel important and recognised in this way, why then can’t the high street?”
Szydlowski noted that in the past, high street bakeries relied on physical loyalty cards and front of house staff recognising regulars to enhance the consumer experience. But the pandemic has caused massive staff turnovers and shifted purchasing habits to contactless, and these methods have been rendered largely obsolete. He added that even if they still worked, they don’t really generate useful data about their clientele, to recognise when regulars stopped coming or to try and lure them back.
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November 26, 2021 at 07:29PM
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Adapt or die: How to nurture loyalty in the post-pandemic baking sector - BakeryAndSnacks.com
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