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The Dock London, Tobacco Quay, Wapping Lane, London E1W 2SF

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It’s often said it’s far easier to get an old customer to return than to entice a completely new customer to come and spend their money at your establishment. It’s also said that it’s far better to reach 20 people 5 times with your marketing messages that 100 people once. Therefore collecting and regularly using customer data is one of the keys to the success of most hospitality businesses. Here are a few ways for you to grow your database. For tips on email marketing best practise visit our blog on that subject.



Make sure your newsletter sign up form is on all pages – not all your website visitors will land on the home page first. You can entice sign ups with an offer for leaving their details. For example they can be automatically emailed a voucher for a complimentary cocktail or 2 for 1 deal. Within the sign up form it’s also advisable to collect the customer’s date of birth so you can send emails to get them to book their birthday meal a few weeks in advance of the day.


Loyalty Schemes

There are lots of loyalty schemes out there from cards that require a stamp and when customers get 8 stamps for example they get a free x to electronic versions with plastic cards or apps. Whatever option you go for make sure you get customer details as a prerequisite for signing up.


Comment cards

Comment cards given with the bill can identify issues as well as collect customer data. The trouble is some will have to manually enter those records into a database.


Wi fi providers

Specialist hospitality Wi Fi providers will enable guests to use the free Wi Fi in exchange for leaving their details. 


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