The hospitality industry has come of age, and retaining customer loyalty is crucial for sustained success. Companies that effectively utilize retention marketing and sophisticated CRM systems stand out. Data-driven insights highlight the significant impact of customer engagement on business performance, highlighting the necessity of proactively meeting customer needs to build enduring loyalty. According to research, businesses that increase their customer retention rates by just 5% can see profit increases ranging from 25% to 95%​ (Litslink)​.

To delve into how technology is revolutionizing customer retention in hospitality, we spoke with Rahul Wishard, Head of CRM at Impresario Handmade Restaurants. Rahul shares insights on how Impresario is pioneering digital innovation to create personalized customer experiences and boost loyalty across its diverse brand portfolio.

Introduction

As the world of hospitality continues to evolve, the role of retention marketing and CRM (Customer Relationship Management) becomes increasingly critical. My journey in this domain has been nothing short of transformative, guiding Impresario through the complexities of understanding and engaging our diverse customer base. 

My career began with a deep interest in consumer behavior, which led me to establish a startup focused on adventure travel. This venture allowed me to explore the intricacies of customer preferences and behaviors in a novel segment. As I transitioned into the hospitality industry, my focus shifted towards CRM and analytics, working with renowned brands like PVR, Pizza Hut, and Fab India. Today, as the head of CRM at Impresario, I leverage this extensive experience to drive our retention marketing efforts across our diverse portfolio of brands.

The Role of Impresario in Revolutionizing Hospitality

Building on Legacy

Impresario, a 22-year-old company, has been a significant player in the hospitality industry. Its umbrella includes brands like SOCIAL, antiSOCIAL, Smoke House Deli, Slink & Bardot, Bandra Born, Prithvi Cafe, and our cloud kitchens—BOSS Burger, Lucknowee, Aflatoon by SOCIAL, and Dope Coffee. Each brand caters to a unique customer base, offering distinct experiences. Over the years, Impresario has continually adapted to new trends and technological advancements, ensuring that we stay ahead in a competitive market.

Leadership and Vision

At Impresario, our mission is to create memorable experiences for our customers, whether they are dining, working, or attending events at our outlets. My role involves steering our CRM strategies to enhance customer engagement and loyalty. By integrating advanced data analytics and innovative marketing techniques, we aim to maintain Impresario’s status as a leading hospitality brand while embracing modernization and growth.

Strategies for Customer Retention

Understanding Customer Needs

Understanding and predicting customer behavior is at the core of our retention strategy. We began by collecting first-party data through various touchpoints, including:

QR Code Ordering Systems:

• Customers place their orders through QR codes, providing us with valuable data on their preferences and purchasing habits.
• This system streamlines the ordering process and allows us to gather real-time data on customer choices.

Wi-Fi Sign-Ups:

• Offering free Wi-Fi in our outlets encourages customers to sign up, giving us access to their contact information and internet usage patterns.
• This data helps us understand customer demographics and behavior, enabling us to tailor our services and marketing efforts accordingly.

Event Registrations:

• Customers who register for events provide us with information on their interests and engagement levels.
• This data helps us segment our audience and create targeted marketing campaigns that resonate with specific customer groups.

These data collection methods provide valuable insights into customer preferences, allowing us to tailor our offerings and communications effectively. By understanding what our customers want, we can predict their behavior and create experiences that keep them coming back.

Innovative Customer Retention Programs

Our retention programs are designed to cater to the diverse needs of our customers. Here are some key components of our approach:

Personalized Plans:

• At SOCIAL, we offer tailored plans for different types of customers, such as diners, workspace users, and event attendees.
• Each plan includes specific benefits and offers that appeal to the unique preferences of these customer segments.

Loyalty Program Integration:

• Our loyalty program, integrated with platforms like DotPe, allows customers to earn and redeem points seamlessly across our brands.
• This integration ensures a consistent and rewarding experience for our customers, encouraging repeat visits and increased spending.

Audience Segmentation:

• We segment our audience based on their behaviors and preferences, delivering targeted offers and communications that resonate with each group.
• For example, customers who frequently attend events might receive exclusive invitations and discounts for future events, while regular diners might be offered special promotions on their favorite dishes.

Customized Communications:

• Personalized communications are crucial for retaining customers. We use data analytics to craft messages that are relevant and engaging for each customer segment.
• These communications include tailored offers, event invitations, and personalized recommendations that enhance the customer experience.

Feedback-Driven Improvements:

• Regularly collecting and acting on customer feedback allows us to continuously improve our services and address any issues promptly.
• By showing customers that their opinions matter, we build trust and loyalty, making them more likely to return.

Community Building:

• Creating a sense of community among our customers is a powerful retention tool. We organize events and activities that bring people together and foster a sense of belonging.
• This community-centric approach not only enhances the customer experience but also encourages word-of-mouth referrals.
• By implementing these innovative retention programs, we ensure that our customers feel valued and engaged, leading to increased loyalty and long-term success for our brands.

Retention Marketing at Impresario

Maximizing CLTV (Customer Lifetime Value)

Enhancing Customer Lifetime Value (CLTV) is a key objective at Impresario. We employ various strategies to increase customer reliance on our services and ensure long-term loyalty. Here are some of the methods we use:

Cross-Selling:

• We identify opportunities to offer additional services that complement a customer’s current use. For example, a customer using our workspace services might be introduced to our dining options with special lunch deals.

• Personalized recommendations based on previous purchases or preferences help drive additional sales and customer satisfaction.

Up-Selling:

• By understanding customer preferences, we can suggest premium alternatives to their usual choices. For instance, offering a higher-end beverage or an exclusive dish that aligns with their taste.
• Special promotions and limited-time offers on premium products encourage customers to try and adopt higher-value items.

Loyalty Programs:

• Our loyalty programs reward frequent visits and higher spending with points that can be redeemed for various benefits, such as free meals, discounts, or exclusive event access.
• Tiered membership levels provide incentives for customers to increase their engagement and spending to unlock additional rewards and privileges.

Bundling Services:

• We create attractive packages that bundle multiple services together, offering a more comprehensive experience at a better value. For example, a dining and event package that includes a meal and entry to a special event.
• These bundles are tailored to meet the needs of different customer segments, enhancing their overall experience and increasing their spending.

Customer Feedback Integration:

• Regularly collecting and analyzing customer feedback helps us understand their evolving needs and preferences.
• Implementing changes based on feedback demonstrates our commitment to customer satisfaction, encouraging repeat business and longer-term loyalty.

Technology and Personalization:

Advanced technology plays a pivotal role in our personalization efforts at Impresario. By leveraging data analytics and AI, we create personalized customer journeys that enhance engagement and satisfaction. Here’s how we utilize technology to achieve this:

Data Analytics:

We analyze vast amounts of data to gain insights into customer behavior, preferences, and trends. This data informs our marketing strategies and helps us tailor our offerings.

Real-time data analytics allow us to respond quickly to changing customer needs and preferences, ensuring that our services remain relevant and attractive.

AI and Machine Learning:

• AI-driven algorithms help us predict customer behavior and preferences, enabling us to offer highly personalized recommendations and promotions.
• Machine learning models continuously improve their accuracy over time, ensuring that our personalization efforts become more effective and nuanced.

Customized Menus:

• We offer personalized menus based on individual customer preferences and dietary requirements. This customization enhances the dining experience and increases customer satisfaction.
• Special offers and recommendations on the menu are tailored to each customer, encouraging them to try new items that align with their tastes.

Real-Time Offers:

• Using real-time data, we provide dynamic offers and promotions that are relevant to the customer’s current context and preferences.
• For example, a customer dining at one of our restaurants might receive a special discount on their favorite dessert or an invitation to an upcoming event they might be interested in.

Seamless Multi-Channel Experience:

• Our integrated CRM system ensures that customer interactions across different touchpoints—whether online or offline—are seamless and personalized.
• Customers receive consistent and relevant communications and offers regardless of the channel they use, enhancing their overall experience with our brand.

By combining these strategies, we not only maximize CLTV but also build stronger, more meaningful relationships with our customers, ensuring their loyalty and satisfaction over the long term.

Afterword

In the dynamic world of hospitality, understanding and retaining customers is both a challenge and an opportunity. At Impresario, we are dedicated to harnessing the power of data and technology to build lasting relationships with our customers. Through innovative retention strategies and a customer-centric approach, we strive to set new benchmarks in the industry. As we move forward, I am excited to lead Impresario on this journey of growth and transformation.

The hospitality industry is at a pivotal point where understanding and retaining customers is both a challenge and an opportunity. Impresario Handmade Restaurants employs data-driven strategies and innovative retention programs to enhance customer loyalty. By leveraging advanced analytics and personalized marketing techniques, Impresario continues to set new standards in customer engagement.

As the industry continues to innovate, a customer-centric approach remains essential. Impresario is dedicated to driving growth through advanced CRM practices, ensuring impactful and memorable customer experiences. The future of hospitality lies in creating lasting relationships and Impressario is poised to lead this transformation.

And that’s all about the amazing session we had with Rahul, but there’s more he said on that podcast you cannot miss. Listen to the podcast on Spotify or YouTube and leave a comment to let us know what you think.

Rahul Wishard

Head of CRM & Loyalty at Impresario Handmade Restaurants

Rahul Wishard is the Head of CRM & Loyalty at Impresario Handmade Restaurants. With 12+ years of experience in CRM Analytics and Brand Loyalty, Rahul excels in member retention and new customer acquisition. He blends proven engagement strategies with data-driven tactics to boost sales and enhance brand perception.