Segmenting your database: the cornerstone of customer loyalty
December 20, 2024
Customer loyalty is your best investment for increasing sales.
A loyal customer returns more often, spends more, and becomes your best ambassador.
Key figures:
➜ A loyal customer spends an average of 67 % more than a new customer.
➜ It is also 50 % more likely test your new products.
➜ Building customer loyalty costs 5 to 7 times less expensive than to attract a new one.
But building loyalty doesn't mean improvising. The key to success? Segmentation of your customer data.
By segmenting your databaseIn this way, you can move away from generic communications to specific actions tailored to each customer.
The result is marketing campaigns more relevant, a better customer experience, and regulars who stick with you.
Ready to discover how to turn your existing customers into loyal ambassadors through segmentation? We'll tell you all about it.
Why is your customer database your best asset?
Building customer loyalty is all very well. But to do it effectively, you need a key resource: your customer database.
No base, no personalization. No personalization, no loyalty. It's as simple as that.
What is the purpose of a database?
➜ Centralize important information It contains everything you know about your customers: contact details, purchase history, preferences, birthdays (perfect for personalized gifts).
➜ Understanding your customers: With a well-managed database, you can analyze your customers' habits, identify their most regular customers and pinpoint their off-peak periods.
➜ Anticipate their needs Data helps you know what your customers like, when they come and what motivates them to return.
A worthwhile investment
By gathering and exploiting this data, you lay the foundations for intelligent customer loyalty. A well-used database is the difference between a boilerplate message and an offer that really grabs attention. And that's where segmentation comes in...
Data segmentation: how does it work?
A well-organized database is a good start. But to go further, we now need to move on to segmentation.
The idea? Divide your customers into groups based on their characteristics and habits. This allows you to send the right message to the right person at the right time.
How do you segment your database?
Step one: identify the criteria that are relevant to your business
You can start segmenting by :
➜ Frequency of visits : regular, occasional or inactive customers.
➜ Purchasing history : what are the most popular dishes?
➜ Behaviors: rather order online, in Click & Collect or on site?
Step 2: Create coherent groups
Use your criteria to form clear segments, such as "lunch regulars" or "pizza fans".
Last step: personalize your actions
Once you've defined your segments, tailor your offers and messages to better meet the expectations of each group.
"You identify a group of customers who regularly order vegetarian menus. Using segmentation, you send them a newsletter introducing your new veggie option, accompanied by an exclusive promotion. The result? You reach the customers concerned directly, increase their visits and generate additional sales without unnecessary effort. "Example of good practice
Segment your data, means moving from generic communication to a targeted approach that speaks to your customers. And that's the key to lasting loyalty.
6 reasons to adopt data segmentation for effective customer loyalty
01. Personalize your offers to build loyalty
Not all your customers have the same expectations, so why offer them the same things? With segmentation, tailor your promotions to their preferences :
➜ Send a special brunch offer for Sunday late risers.
➜ Create a special menu for families if you identify a segment that often comes with children.
✔ The result: stronger loyalty, because your customers feel understood.
02. Communicate better by targeting your messages
A good message is one that arrives at the right time, to the right person. With segmentation, no more messages that have already been seen 100 times.
➜ Revive a customer who has been inactive for 3 months with a personalized discount.
➜ Send a SMS to your "weekend regulars" to inform them of a special offer valid only on Sunday evening.
✔ Result: better engagement and fewer ignored messages.
03. Keep your regulars longer
Regular customers are your best allies. But you still need to keep them. By understanding their habits through segmentation, you can anticipate their expectations and keep them interested.
➜ Offer your regulars a free dessert or drink after a certain number of visits.
➜ Create a digital loyalty card with increasing rewards to encourage repeat visits.
✔ Result: improved retention and long-lasting returning customers.
04. Increase the profitability of your marketing campaigns
Why waste your marketing budget targeting everyone when only certain segments are concerned? Segmentation optimizes every euro invested.
➜ Target only wine lovers with a tasting evening, rather than promoting the event to your entire customer base.
➜ Propose a "1 menu bought = 1 at half price" offer to segments that often order as a duo.
✔ The result: more effective campaigns and higher ROI.
05. Offer a tailor-made customer experience
Personalization isn't just about communication. It's also reflected in the customer experience. Thanks to segmentation, you create memorable moments.
➜ Send a birthday message with an exclusive gift.
➜ Offer menus adapted to dietary preferences (vegetarian, gluten-free)
✔ Result: satisfied customers and a strengthened relationship.
06. Stand out from your competitors
In a saturated market, segmentation is a real asset. It helps you stand out from the crowd by precisely meeting your customers' expectations.
➜ Offer express formulas for customers in a hurry at lunchtime, identified through their booking habits.
➜ Analyze the habits of a segment that often orders takeaway and create a specific "takeaway menu" offer with an attractive combo.
✔ The result: a strong image and customers who choose your restaurant over another.
Thanks to segmentation, every action becomes more strategic.
It's simple: you do less, but better, and your customers remember it.
Build loyalty effortlessly
Building loyalty shouldn't be a headache. With a well-managed database and effective segmentation, you have everything you need to turn your customers into regulars, without spending all your time on it.
Contact us today to find out how we can help you build customer loyalty more easily and effectively.
For practical advice and concrete ideas to optimize your strategy and boost your results, dive into our resources:
➜ How to use email marketing for a franchise network?
