Case Study November 1st to December 31st 2016
1. Measure the number of customers who join the customer appreciation program over a 2 month trial period.
2. Measure the number of promotions redeemed from the loyalty program during the trial period.
3. Measure the number of customers who opt-out of the program during the trial period.
Grazie Ristorante is an upscale Italian dining experience located in Vaughan Ontario. The restaurant seats approximately 200 guests and also opens a patio in the summer. A family run operation, for over 25 years, Grazie specializes in Italian food and pride themselves on exceptional quality and customer service. The trial period ran from November 1st to December 31st 2016. One Access
Point was installed in the main dining room and a free desert offer was used to encourage customers to join the loyalty program. The program was actively being promoted by the management at store level. To incentivize customers to sign up a free desert was being offered that could be redeemed immediately. A Free WiFi Center sticker was also placed on the front door entering the
business to promote the WiFi service.
TWO MONTH STUDY ON KEY PERFORMANCE INDICATORS
During the 60 day measurement period
Objective 1: Measure the number of customers who join the customer appreciation program over a 2 month trial period.
During the 60 day measurement period 564 people joined Grazie’s customer appreciation program and 2,804 customers used the WiFi service.
Objective 2: Measure the number of coupons redeemed from the loyalty program during the trial period.
206 coupons were redeemed. The objective was to be considered a success should 10 coupons be redeemed during the trial period. This would have equated to a break even on the gross revenues generated.
Objective 3: Measure the number of customers who opt-out of the program during the trial period.
During the measurement period there were 6 people who opted out of the customer appreciation program which represents 1%. This is considered a very low opt-out rate and well below the industry averages of what is acceptable.
“We were pleased by the number of people that used the WiFi service. We want people to feel at home while dining with us and providing better WiFi helps that happen. Having a built in marketing program was a great bonus and made this program a no brainer. We’re very pleased with this new level of intelligence on our biggest asset…Our customers.”
GM: Grazie Vaughan