Boosting Guest Loyalty With a Mobile Message Program
Dec 10, 2021
Insider Secret for Boosting Guest Loyalty
Stats Show Text Message Marketing Programs Increase Loyalty
Seeking greater guest loyalty? A higher rate of visits per customer? A boost in your spend-per-visit rate? Turns out that, of all of the brand-owned marketing channels, it’s text messaging that does this best, as proven in our in-depth research.
We did a deep dive into three years of data: more than 500 million text message transactions sent to more than 15 million consumers from 40-plus foodservice brands and learned that (among many other things) text message program subscribers visitmore frequently and spend moremoney over time.
And that positive impact has a lasting effect on guests after they join the brand’s text marketing program. On average, subscribers across all brands visited 23% more often over the course of their first year in the program and spent 23% more than they had the year before joining the text program.
In this benchmark research, which included measurements and analysis on types of messages and promotional offers sent, opt-in and retention rates, click-thru rates, redemption rates, sales transactions, and other aspects of guest behavior, we also learned that text program subscribers visited 44 percent more frequently than non-subscribers.
These increases in guest loyalty, measured by improvements in visit frequency and per-visit spend averages, helps explain why more reputable brands launched a text message marketing program in 2020 and even more are launching one in 2021.
As the data demonstrates, foodservice brands can drive guest loyalty by engaging with guests on a regular and consistent basis via text messaging, staying top-of-mind with customers as they make dining purchase decisions every week.