Holiday produce sales are upon us, and many retail firms are already predicting that the 2017-2018 holiday season will have the strongest sales numbers we have seen in years. Yet don’t make the mistake of thinking that this forecasted sales increase will only take place in gifts and apparel: According to Deloitte, “non-gift” spending will account for 65 percent of consumers’ holiday spending this year. The National Retail Federation is also optimistic about the coming holiday, forecasting that the average holiday shopper will spend 218 dollars on candy, food and decorations this year. Since customers intend to spend more on food and grocery items throughout the 2017-2018 holiday, there is an opportunity to reap the benefits of increased consumer spending in your grocery store.


However, in order to profit from the increase in consumer spending this holiday season you’ll need to compete with ecommerce megastores for your portion of market spend. Many grocers struggle to differentiate themselves from online megastores such as Amazon. Yet brick-and-mortar grocers have the advantage of being able to offer customers a festive, personalized omnichannel holiday shopping experience, which is something that even Amazon has yet to replicate. Consider the following suggestions to stand out from the ecommerce giants this holiday season.


Focus On Healthy and Organic Options


Grocery shoppers are eating more healthful foods and the availability of organic and low-calorie food options is a determining factor for customers when choosing which grocery store to patronize over the holiday season. In fact, Statista reports that 80 percent of U.S. consumers said that whether or not there were healthy food options factored into their decision-making process when choosing a restaurant in the past year. The United States government has also become increasingly proactive about encouraging customers to opt for healthy and organic food options. Among the initiatives dedicated to inspiring Americans to live more healthily are Michelle Obama’s “Let’s Move” enterprise devoted to decreasing childhood obesity rates, and the USDA’s “Choose My Plate” initiative, which offers a wide variety of healthy meal-planning options for Americans to maintain healthy weight levels during seasonal meals.


Plan of action: Cater to customer demand for organic and healthy options by offering gluten-free, vegan, and low calorie alternatives to some of your best-selling holiday dishes. Bookmark healthy food options in your store aisles with eye-level signs marking the areas where the diet-friendly alternatives are stocked. Instead of making customers search for their favorite products, lead them to the right place with large and pronounced signs which are easily-viewable from the high-traffic main aisles of your store. This way your customers looking for diet-friendly holiday meal alternatives will be able to easily locate the aisles that house their favorite ingredients.


Stream Holiday Recipes On Your Website


There is an opening for independent grocers to build a following by offering customers a unique shopping experience this holiday season. Retail Dive reports that in light of an overabundance of discount grocers in 2018, “price is no longer a competitive differentiator.”  Instead of trying to compete based on price alone, focus on establishing your company as an innovative leader in grocery with the addition of a seasonal recipe section to your business’s website. Your website’s recipe section should include cost-effective and diet-friendly classic seasonal dishes with a nod towards the traditional holiday dishes of your company’s prime consumer demographic. By monitoring customer demographic information as well as the sales of particular food items, you will be able to populate a list of holiday recipes that are uniquely targeted for your customer base.


Plan of action: Holiday recipes can boost margins only when customers can easily find the recipe ingredients on your website. Give customers a clear click-path to purchase the components of your holiday recipes by linking the produce, spices, and sauces from each recipe to buyable items in your online inventory. In addition, while low prices alone are not enough to differentiate your grocery store from the competition, offer your customers value in addition to your holiday recipes by adding links to online coupons and sale items in your ingredient lists. Appeal to the novice or holiday-only cook by keeping the ingredients and steps in each recipe simple, cost-effective and easy-to-locate on your company’s website.


Stocking produce for the 2017-2018 holiday season doesn’t have to be complicated. Edge out the ecommerce competition by loading up on healthy holiday meal options and by streaming fresh seasonal recipes on your company’s website and mobile app. Go beyond the standard holiday dishes by researching your company’s target consumer and loading up on economical versions of their favorite seasonal foods, so that your company can profit from the strongest holiday shopping forecast we have seen in years!

Want to get a piece of the $3.45 billion Black Friday pie? Here’s how to get ready.

In 2016, US consumers spent $3.45 billion on Black Friday. Is your retail business set up to make the most out of this year’s Black Friday Cyber Monday sale period?

With more eCommerce retailers competing for shoppers’ attention, you can’t afford to cook up a last-minute promotion and hope for the best.

It’s more important than ever to plan ahead and get your retail business ready for Black Friday/Cyber Monday.

Here are a few things you can’t afford to ignore:

Start early

The National Retail Federation (NRF) has found that 40% of shoppers start doing their research for holiday shopping as early as October.

Plan to start promoting holiday shopping related content and products, such as holiday gift guides, during that time. Set up website personalization strategies that leverage data from your customer profiles to ensure that you’re displaying the most relevant content and offers to your visitors.

In addition, make sure that you have contingency plans in place. For instance, figure out what your options are if your shipping company is delayed by a higher volume.

Not only should you be planning for things that may go wrong, you must also plan for when things go well. For instance, can your website handle a surge in traffic? Is your fulfillment system set up well enough to handle a large number of orders?

Last but not least, forecast your sales and communicate with your suppliers to ensure that you’ll have the right products in stock to fulfill your orders.

Plan your marketing efforts

Decide on the products you want to highlight, plan out your sales schedule, and coordinate all the promotional efforts to maximize your sales:

  • Schedule email marketing campaigns ahead of time and don’t forget to include personalized content and offers that are most relevant to each recipient.
  • Set up your social media promotions and use strategies such as email retargeting to deliver a personalized omnichannel shopping experience.
  • Connect with influencers early on so they can work any mention of your products or promotions into their schedule.
  • Do some social listening to find out what’s trending this holiday season and identify which products to promote.
  • Design a holiday-themed giveaway or contest with a viral component to help increase brand awareness and drive traffic to your website.

Be mobile-ready

During the 2016 holiday season, half of the web traffic and 30% of retail sales came from mobile sites.

If your eCommerce platform isn’t optimized for mobile, you could be missing out on sales and losing revenue this holiday season.

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Mobile devices offer great opportunities to deliver personalized shopping experiences that will help you increase conversion rate.

Other than website personalization, you can deliver an omnichannel experience by using technologies such as geofencing (if you have a physical store) or mobile apps and leveraging data from your customer profiles.

You can also facilitate the mobile purchasing process with features such as tap-to-call or auto-fill by using location services to deliver a seamless customer experience.

Don’t get left behind this holiday season

An omnichannel personalized shopping experience will be the key to success for retailers this holiday season as well as for the ones in the coming years.

Thankfully, implementing these strategies are getting much easier with sophisticated technologies that will help manage customer data, personalization automation, and omnichannel personalization so that you don’t have to do all the heavy lifting yourself.

The Key to Boosting eCommerce Conversion Rate This Holiday Season (Part 1)

While the total retail growth may be slowing down, the US retail eCommerce sales jumped 17.8% during the 2016 holiday season and are expected to climb 15.8% in 2017.

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As an online retailer, how can you capitalize on this trend?

To answer that question, we need to look at customer expectations.

More and more consumers are looking for a personalized shopping experience from their favorite brands.

A recent survey has found that 86% of customers say personalization affects their purchase decision while another study showed that 74% of shoppers get frustrated by seeing irrelevant content or product recommendations.

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Thankfully, you don’t need to do all the heavy lifting to deliver a personalized shopping experience to your customers.

With the aid of technologies that allow you to collect and analyze customer data and automation software that helps you deliver the right message to the right customers at the right time, you can leverage the power of personalization to increase your online store’s conversion rate:

Product recommendations

Using information such as the customer’s preferences, shopping habits, and past purchases, you can recommend products that are timely and relevant.

One merchant has seen a 248%  increase in conversion rate by displaying personalized product recommendations on the homepage.

For the holiday seasons, during which customers are likely to be shopping for gifts, make sure to factor in their real-time interactions with your website and offer recommendations that are related to the products they’re looking at or searching for.

You can do so by mapping their real-time browsing behaviors to aggregated consumer data to predict the type of items they may be interested in.

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Don’t forget to feature new and popular products that are your bestsellers. Chances are they’d make a great gift and you’ll be saving your customers a lot of time and headache!

Upsell and cross-sell

Displaying items related to the products that shoppers are looking at or have put into their carts is a powerful way to increase your average order value.

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You can recommend items often bought together with the product, complementary to the product, or offered as a bundle with that product.

Past and recurring purchases

Make shopping easy for your customers by displaying the past purchase list so that they can pick up their favorite items quickly.

You can pair the past purchase list with personalized product recommendations to help shoppers discover new products that are likely to be relevant to them.

In addition, for items that need to be replenished periodically, you can offer a subscription service so your customers can “set it and forget it.”

Your customers will appreciate the convenience and be more likely to buy more from you while you will generate a recurring revenue from these subscriptions.

Streamlined checkout

For shoppers who already have an account on your eCommerce site, you can streamline the checkout flow so that they can complete their purchases quickly and conveniently.

Use the customer data on file to offer one-click checkout, pre-populate forms, allow shoppers to choose shipping addresses (e.g. for sending gifts directly to recipients,) offer the ability to add recommended products, or apply loyalty points to their orders.

A faster checkout experience will not only improve customer loyalty but also reduce cart abandonment and increase your conversion rate.

Seamless customer experience made possible by personalization

A robust customer data management system and personalization software is the key to delivering an outstanding customer experience that will help you increase sales this holiday season.

In the next installment of this series, we’ll look at how you can use targeted content and email marketing with personalization automation to boost your conversion rate.


Much of the information going around regarding generational buying preferences is based on alternative facts. Millennials and Generation Z for instance, are often said to be harkening the death of physical retail with their online shopping habits; when in actuality, both generations make the majority of their purchases in brick and mortar stores after omnichannel browsing. As a result of this informational disparity, many retailers get lost in the details of trying to build their presence across channels.


It will come as no surprise that a targeted omnichannel presence is paramount to a company’s ability to reach and convert next generation customers. However, when retailers research how to bridge the gap between their traditionally-run businesses and their Millennial or Generation Z target customer they are met with a barrage of false information.


To cut through the confusion, Nectarom consulted with leading retail analysts to find data-backed actionable insights on how retailers can construct their omnichannel presence in order to increase traction with a Millennial and Generation Z audience. The following guide will demystify the methods being used by successful retailers to build their revenue by offering their young customers a targeted, personalized omnichannel experience.


“One thing we know for sure, is that Gen Z inherently understands the new retail landscape, which sounds like this: ‘We don’t have to go to stores anymore, we have to want to go to stores.’ So if a retailer has stores they’d like to market to 80 million young people with expendable income, it’s time to think about why they would want to visit one of these stores. If they can’t answer that, or the answer is something lame like, ‘we’re cheap,’ it’s time for that company to rethink the reason they even have a brick and mortar store. Retailers need to think about what the term ‘omnichannel’ actually means. Omni-channel should be based on the brand, especially where Gen Z is concerned. For example, XXI’s web site is not made for ecommerce and Urban Outfitters has bands in their Spaces concepts. THAT’S omni-channel being done right, opposed to just opening mall kiosks and bad smartphone apps. Doing what’s right for the brand is more important.” – Lee Peterson, Executive VP of Brand Strategy and Design, WD Partners


Brick and Mortar Is Still a Priority


As we discussed earlier, physical stores are still a priority for next generation customers. According to a 2017 report by IBM/NRF, 98 percent of Gen Z customers still make their purchases in stores. This is especially true for the Generation Z customer, who uses brick and mortar stores as a place to meet up with friends and to test products before making a purchase. Big box stores are awakening to the possibilities of opening small, experiential retail concepts. Nordstrom recently debuted their first test concept of an inventory-less store in LA, called Nordstrom Local.


Although Gen Z has an affinity for the in-store experience, the path to purchase for the Gen Z customer takes place on multiple devices. But retailers take heed: Gen Z customers have a 6-second attention span and they won’t waste time waiting for slow apps or websites to load. According to IBM/NRF, over 60 percent of Gen Z customers will abandon apps and websites if they take too long to load, so businesses can lose out on potential next generation customers if their omnichannel experience isn’t up to par. Paradoxically, this means that retailers need to be equipped with a fast and personalized brand presence across channels in order to lead the Gen Z customer into their physical stores.


“By 2020, Gen Z will make up one-third of the US population. 77% of Gen Z prefers to shop in-store. When it comes to marketing, Gen Z does not trust what brands say about themselves. They trust what friends, family, and other customers say about a brand. So, positive reviews are a crucial factor in the Gen Z path to purchase. Because they trust the recommendations and endorsements of others, influencer marketing is one of the most effective ways of targeting this age group. Gen Z also prioritizes the interactions they have with store associates, so having knowledgeable and friendly employees who can offer personalized advice is a must. Overall, Gen Z is loyal to the experience they have purchasing products, not necessarily the products themselves.”Meaghan Brophy, Managing Editor, Independent Retailer


Philanthropy and Individuality Define the Brand


Generation Z-ers have often been dubbed “Millennials on Steroids.” This is because Gen Z customers take Millennial values to new extremes. While for years Millennials have been hailed as the most eco-conscious generation of consumers to date, Generation Z shoppers are even more sustainability-minded than their predecessors. According to Forbes, 76 percent of Gen Z customers are concerned about how people are impacting the planet. This makes having a great mission statement is a necessity for brands, since Gen Z customers expect every purchase they make to go towards aiding the greater good. This might even include a publicized sustainability report, or donating a part of every purchase towards a charitable cause.


Creativity is also a core value for many Gen Z customers. This generation not only appreciates the opportunity to have their voice heard, but they also want to take part in the creation process. Retailers such like Target are jumping aboard the crowdsourcing trend by enlisting Generation Z influencers to have a hand in creating their new lines. Target’s Art Class, their new clothing line geared towards Gen Z, lets young people get creative with their apparel with original, influencer-created pieces they can mix and match. Since Gen Z favors being collaborated with over being sold to, so retailers that offer them the opportunity to construct their own unique looks will be the first to win their favor.


“Many analysts believe GenZ are the most advertising-immune generation in history and favor value-driven brands who are pioneers in corporate social responsibility such as having a voice in sustainability, inclusion and making the world a better place with social entrepreneurship and value-add on products.  GenZ mobile natives appear to favour retail experiences that are human-centric, interactive and bring people together. GenZ are both instant gratification natives and in-store experience natives, and this is shaping the entire future of E-commerce discovery and how retail brands create a scene in physical stores.” – Michael Spencer, Futurist & LinkedIn Top Voice


Capture Customers on Social Media


This is no time to procrastinate evolution. Brands need to evolve to have staying power and doing things the way they’ve always been done is a death sentence in the current retail landscape. This means that companies need to meet young customers where they are, through advertising methods which appeal to them. Generation Z prefers video to text, which means it’s futile to try to appeal to next generation customers with long-form textual advertising. According to a recent Adweek infographic, 50 percent of Generation Z “can’t live without Youtube.”


Now, more factors than just a customer’s age determine how they navigate their shopping journey. In fact, in the aforementioned Adweek infographic a small number of Gen Z-ers also listed Snapchat, Instagram and even Facebook as their “can’t live without it” platform. More on this in a minute. Regardless of what social channel a young customer prefers to be reached on, one factor remains a constant: they demand a personalized omnichannel shopping journey tailored to their own unique buying preferences.


“If you want to reach GenZ, you need to advertise where we are on YouTube, Instagram, and/or SnapChat. You are wasting your advertising dollars trying to reach Generation Z on Facebook and Twitter. Make sure your ads give us something to engage with and share.

If you want to convert Gen Zer’s on your website, you have a 6-second delivery window to show us real people using your product with pictures and videos – and less words.  Also, design your website mobile first and then transform the page to larger screens – I call that reverse responsive design.”Sky Rota, 13 Year Old Founder of Gen Z Insider




Here’s where we need to start to talk about the importance of segmentation. Generation Z customers have a shorter attention span than any generation which came before them and they expect immediate, intuitive customer service based on their individual buying preferences. Segmenting customers based on generational demographics alone doesn’t provide marketers with enough data to personalize their shopping journey. To create relevant offers, companies also need to tailor their campaigns to suit their target customer’s buying history, location data and online behavior.


“From a marketing standpoint, I don’t think that starting with demographics is all that helpful. It’s way too high level. The best marketing treats different customers differently and is therefore more personalized. Just saying someone is from Generation Z or a Millennial doesn’t result in sufficiently actionable insights and targeting. For instance, it’s hard to say ‘We are the fashion brand for the Millennial professional,’ when so much of that individual’s preferences are determined by factors like location, profession, and lifestyle. Take it down to individual data for relevant and useful insights.”Steve Dennis, Forbes Contributor, President & Founder of SageBerry Consulting


That’s a Wrap


This isn’t to discount the importance of understanding your customer’s path-to-purchase. While demographical data can be helpful in providing a general understanding of a specific age group’s buying preferences, it is only once companies whittle their this down to an individual level that they provide actionable results. It all comes back to using data to create a single view of each unique customer. Even as our world becomes increasingly technological, companies should still focus their efforts on understanding each individual customer.

Do we need a closing to round this all out?

The Key to Boosting eCommerce Conversion Rate This Holiday Season (Part 2)

eCommerce will be driving the growth of US retail eCommerce this holiday season. On the flip side, online retailers will also face increased competition as more businesses and merchants recognize the opportunity.

In Part 1 of this series, we showed you how to deliver an outstanding shopping experience to increase eCommerce sales through personalization on your online store.

In this article, you’ll learn how to extend the personalized experience beyond your eCommerce platform to create an outstanding customer experience with targeted content and email marketing automation.

Email isn’t dead!

Contrary to what many are saying, email is far from dead.

In fact, it’s one of the best marketing tools for the busy holiday season when consumers are bombarded with generic messaging from online and offline channels:

  • Email works well with mobile, which accounts for 48% of holiday shopping traffic.
  • Email offers instant buying options.
  • Email can marry targeted content with a specific call-to-action aimed at driving sales.
  • Email automation allows you to deliver relevant offers effective and efficiently.

Here are a few ideas to help you increase sales by using personalized email automation:

Saved cart and reminder emails

Cart abandonment statistics from a recent report show that desktop has a 61% abandonment rate, tablets have a 71% abandonment rate, and mobile has an 81% abandonment rate – which translates into over $4 trillion of merchandise left unpurchased in shopping carts!

To recover some of the sales from abandoned carts, you can send out reminder emails to shoppers who have registered on your site.

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This is a very effective sales recovery tactic. Research has found that nearly 50% of all abandoned cart emails are opened and over 33% of clicks lead to purchases back on site:

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Targeted content

Gift guides create some of the most popular content during the holiday season. Take it to the next level by personalizing them for specific segments of your audience.

Create gift guides that focus on different target markets and send personalized emails to specific segments of your customers, directing them to the content.

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You can further customize shopping experience with an interactive gift selector, such as a quiz on your website, to help shoppers narrow down their choices.

Besides gift guides, publish other holiday-related content that maps to shoppers’ preferences and customer lifecycle and share it with your audience via email and retargeting campaigns.

Deals and discounts

Another way of utilizing email marketing to increase sales is ending personalized offers to your customers.

Email segmentation makes it extremely cost-effective to deliver deals and discounts tailored to the preferences and purchasing behavior of your audience.

By delivering relevant offers, you can increase conversion rate and drive more sales.

Personalized email automation also allows you to send out action-triggered messages. For instance, you can recover abandoned carts by offering a special discount on the specific items in a shopper’s cart via email.

Make personalization automation work for you this holiday season

Personalization is the key to cutting through the clutter by delivering an outstanding customer experience designed to drive sales and improve loyalty.

Thankfully, today’s marketing automation technology means you can put these strategies into action in no time. So, don’t let another year go by without upping your online retail game!

Attract more diners and build loyalty with a personalized dining experience

It’s said that you are what you eat and you attract like-minded individuals.

It’s also true for restaurants. The way you interact with your customers determines who comes to your establishment.

In the competitive restaurant industry, brands must continually maintain customer loyalty, attract new customers, and keep cross-channel engagement high.

And it starts with how you make your customers feel.

Almost 9 out of 10 U.S. consumers are willing to pay more for a superior customer experience.

To attract customers and build loyalty, your restaurant needs to deliver a seamless customer-centric dining experience through both online and in-person interactions.

And it starts before they step into your establishment…

When your customers first interact with your brand — whether they’re signing up for a newsletter, booking a table, or placing an order online — entice them to set up a profile so you can start collecting customer data.

This single customer view is the foundation to personalizing your customers’ dining experience that will attract and retain more customers.

With each interaction, you’ll gather more information on your customers. The customer profiles will get richer, providing you with more data to deliver an outstanding experience in your restaurant:

Customer Preferences

Delight your customers with pleasant surprises and relevant recommendations by inviting them to add information about their preferences or dietary restrictions to their profiles when they make a reservation.

People are wary about giving away their information, so make sure to explain how you’ll be using the information to personalize their experience in your restaurant and include a link to your privacy policy.

Social Media

Augment a customer’s in-person experience with social media interactions while they’re in your restaurant.

Encourage your customers to check in and share their experience, e.g., post photos and tag your business.

Consider rewarding them for sharing your business with their friends and followers, e.g., with a small discount or a complimentary dessert for their next visit.

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Listen to your customers’ feedback through social media. If you can link up social media comments with customer profiles, you can take note of their preferences to provide a personalized experience during their next visit.

You can even get your customers to participate in designing the next menu items by asking questions or doing a poll on social media.

Mobile App

Encourage customers to place their orders on a mobile app, either for pick up immediately or at a scheduled time, to deliver a seamless takeout experience.

Your customers can set their preferences for easy access to their favorite dishes, or order from a list of past purchases.

In addition, you can set up push notifications to offer special deals at times when customers tend to place their orders or when they’re in the vicinity of your restaurant.

Leveraging this strategy, TGI Fridays increased mobile conversion rate by 35%.

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Customize Dining Experience

Use the information on your customers’ profiles, such as birthdays or anniversaries, to help customers create special memories.

Perhaps you can send an email reminder to book a table for their spouses’ birthday and help them set up just the right atmosphere for a romantic night out.

Or, you can find out if they’re celebrating anything special when they book a table (e.g., a job promotion) to help them create the perfect ambiance for the occasion.

Wow Your Customers With the Right Experience

With so many ways to deliver a personalized message, it can be daunting to choose which type of interactions to capitalize on.

Make sure you design an experience that’s on-brand and engaging for your target market.

For example, Chipotle caters to their on-the-go customers with an app with which they can save their favorite orders for a quick and seamless experience.

The easy-to-navigate tools helps eliminate the frustration of standing in line and waiting for an order to get prepared.

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After putting in the effort to design a seamless experience across all touch points, don’t forget to tell your customers about the different channels through which they can interact with you.

How to boost ROI, increase conversion, and build loyalty with personalization automation

Just like with any other brand, consumers want to interact with their favorite restaurants both online and offline – from placing an order of their favorite dishes to getting personalized offers and discounts.

Delivering a seamless and personalized experience will help you stand out from your competition and make your restaurant the go-to dining choice.

Need some ideas and inspiration? Here are three restaurants that are winning the omnichannel personalization game:

TGI Friday’s

The casual restaurant chain increased conversion rate by 35% using an omnichannel personalization strategy that involves a website, a mobile app, social media, and in-store experience.

They collect all customer data on a centralized platform and create targeted offers based on each individual’s preferences, habits, and past orders.

TGI Friday’s robust mobile app uses push notifications to remind customers about their favorite foods at days/times when they’re most likely to make a purchase.

Case Studies omnichannel personalization

The app offers easy access to a list of past purchases so customers can order their favorite dishes quickly and easily.

They also incentivize individuals who have downloaded the app but are yet to place an order with a special first-time order discount code, delivered through push notifications.


The Italian restaurant chain successfully boosted mobile and in-store traffic conversion by encouraging customers to sign up for a coupon on their website when they relaunched their menu.

They then leveraged the customer data to integrate website, mobile, and in-store customer experience. Customers were rewarded for engaging with the brand via different channels.

By collecting data from these interactions, Carrabba’s was able to gain insights on its fans and customers by using all information from ZIP code to favorite dishes.

Combining such data with the emails collected during the menu relaunch campaign, Carrabba’s implemented automated personalization technologies to send emails featuring customized content and offers to keep building relationships with diners.

Taziki’s Mediterranean Cafe

This Greek restaurant chain is on track to double its locations by the end of 2017.

They owe a good portion of their rapid growth to a mobile and online ordering system that offers a fast and personalized off-premise dining experiences, such as take-out, catering, delivery, and third-party delivery.

Case Studies omnichannel personalization

To support online and mobile ordering and provide a seamless customer experience, Taziki’s installed a unified platform that funnels all types of orders through a single gateway.

Guests can order via the website, iOS and Android mobile apps, or on Facebook, with the ability to choose from different menus and fulfillment options such as in-store pickup, curbside pickup, and catering.

All orders are tracked by a fully-integrated loyalty program designed to increase the customer lifetime value.

Online and mobile ordering generates a lot of customer data, which is the starting point for any personalization strategy. Taziki’s is then able to collect and analyze such data to enhance their customer interactions.

Omnichannel personalization unlocks the future of casual dining

An omnichannel experience not only makes it faster and easier to place an order but also builds long-term relationships, which increases customer lifetime value, by offering the ability to order from a list of past purchases and the opportunity to participate in a loyalty program.

At the core of any personalization strategy is the ability to collect and analyze customer data by using a centralized platform.

Find out how NectarOm can help you take your restaurant’s omnichannel marketing to the next level with our personalization automation solution.

Unlock the future of restaurant marketing with omnichannel customer experience.

Consumers are expecting to interact with brands seamlessly online and offline and they expect the same experience from their favorite restaurants.

If you want to stay ahead of your competitors, you need to be present at all touch points throughout the entire customer journey:

Get Them In the Door

The decision-making process starts before customers walk into your restaurant. Reach your customers through a variety of touch points to get them in the door.

Review Sites

More and more people are using online reviews to help them choose where they’re going to dine.

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In fact, research has found that a one-star increase in a restaurant’s Yelp rating is correlated with a 5 to 9% increase in revenue.

Establish a presence on restaurant review sites such as Yelp and TripAdvisor. Be proactive in addressing feedback and encouraging your customers to leave a review.

Social Media

Social media is another channel to boost word-of-mouth buzz.

According to Forrester, 34% of diners use information on social media to aid decision-making.

In addition to establishing a social media presence by posting regularly, make sure to monitor mentions and interact with your followers to build relationships.

Mobile Marketing

When your customers are in the vicinity of your restaurant, why not offer a deal to entice them to pay a visit?

By combining geofencing technology with customer profiles, you can deliver relevant offers to customers who are in the area and therefore more likely to visit your establishment.

Online Booking

Don’t make your customers wait!

Integrate with online booking services so you can provide timely and prompt services when customers arrive at your restaurant.

Serve Them What They Want

When customers are in your restaurant, use a combination of in-person interaction and mobile technology to enhance their experience.

Personalized Service

Note down customers’ preferences in their profiles so servers can personalize the interactions while addressing individual preferences and dietary restrictions.

For example, instead of “what would you like to drink?” a server may ask, “would you like a glass of the red wine that you had when you were here last week?”

Order Customization

Allow customers to “build their own order” by choosing from a set of ingredients for their orders either on their phones or via a tablet provided by the restaurant.

For returning customers, you can display a list of their favorite ingredients or dishes to facilitate the process.

Nutritional Information

More and more customers are concerned about the nutrition of their foods.

Make it easy for them to get such information while they’re ordering, e.g., you can create a mobile app with all the data, or include QR codes on the menu for customers to scan and get the information.

Easy Payment

Note down customers’ preferred payment method to facilitate checkout, e.g., using a credit card on file or mobile payment.

Keep Them Coming Back

The interaction with your customers doesn’t end when they finish dining. Continue to build relationships through mobile technology, social media, and targeted advertising.

Loyalty Program

Customer spending increases by 15% when diners redeem a loyalty incentive and by 72% when they’re stretching to reach their next reward.

Use online and mobile technology to help customers track loyalty points — not only is it more convenient but you can also increase engagement by rewarding other interactions such as social sharing.

Personalized Email Campaigns

Build single customer view profiles and use the information to inform your email marketing campaigns.

Send relevant content and deals to your customers to entice them to return to your restaurant.

Targeted Ads

Segment your audience and targeted online ads to promote special offers to your existing customers, leveraging information from your customer profiles to deliver the most relevant deals.


Even though the restaurant industry is still very much a brick-and-mortar business, you have to meet the customers where they’re at by being present on all channels where they interact with brands.

By employing an omnichannel marketing strategy, you’ll be able to attract more customers, increase their dining frequency, improve customer satisfaction, and increase loyalty.

NectarOM recently conducted a Marketing Personalization Survey in partnership with the Texas A&M Retailing Summit. This survey inquired about each company’s existing personalization efforts and which initiatives they are currently using, as well as their primary obstacles to implementation and where they hope to be in the future. Over 75 percent of respondents to this survey said that they were either in the process of putting omnichannel personalization methods in place, or that it was on the roadmap for the upcoming year. With such a large majority of companies still in the inception phase of their omnichannel journey, the outcomes from this survey give us an important glimpse into of where these businesses are with their omnichannel strategy and where they hope to be in the near future.


Among the many revealing takeaways from the survey, some of the most enlightening outcomes center around how company leaders rate weigh their current personalization initiatives, as well as what methods they feel need to implemented in order to keep up with their competitors.


Current State of Affairs


One of the most important factors impacting putting personalization methods in place is how familiar and amenable company leaders are with those methods. While over 58 percent of survey respondents said that their company leaders are familiar with the concept of personalization, another 42 percent said that the exposure level varies with various leaders within their organization. Similarly, 50 percent of respondents felt their company leaders know how to execute a personalized marketing campaign, while 40 percent said that the answer was dependent upon the individual company leader in question.


Most survey respondents (70 %) replied that they rank their organization at a medium level of maturity in their marketing personalization efforts. When asked what tools they are currently using to collect and manage consumer data, the leading answers were customer relationship management software (CRM) and data management platforms (DMP), with nearly 64 percent of respondents saying that they are currently using both platforms.


Room for Greatness


Beyond each company’s existing capabilities, NectarOM also asked survey respondents where they see the most opportunity for growth. A whopping 70 percent of companies said that they are using or are interested in using a distribution platform to personalize their marketing campaigns. This includes distribution platforms such as an email service provider, mobile app push, or website widget. This number was closely followed by other personalization solutions including CRM, DPM, and content management systems (CMS), which were each marked as a priority for 60 percent of survey respondents.


In addition, when asked where they see an existing opportunity for omnichannel implementation over 83 percent of respondents marked evolving to meet customer expectations as the primary reason for building their omnichannel offerings, while more than 58 percent of respondents replied that their top reason for building personalization initiatives would be to focus on a more customer-centric approach.


Obstacles to Implementation


The preceding statistics leave one resounding question unanswered: With so much interest in expansion through omnichannel personalization, what are the main barriers holding these companies back from full-scale implementation? While 58 percent of survey respondents feel that their companies have sufficient budgets to implement omnichannel personalization, nearly half (41%) of survey respondents don’t feel that their companies have enough allocated to get the job done.


Interestingly, 60 percent of survey respondents work for companies making over $1 million dollars a year, along with another 40 percent of survey respondents whose companies make from $100 million to over $10 billion dollars a year. Despite these substantial budgets, half of these company representatives don’t disagree with the idea that their business is behind their competitors in terms of executing personalized customer experiences.


Plan Looking Forward


Perhaps this is why in a recent Periscope Study by McKinsey, over 71 percent of respondents listed personalization initiatives as either their utmost marketing priority or among their top three foremost priorities for the coming year. Among the channels which will be used to build personalization, McKinsey survey respondents listed email and social media as their primary focus. Email is also where NectarOM survey respondents saw the most opportunity for their companies to grow their personalization efforts. In fact, 100 percent of the individuals that NectarOM surveyed checked email as the primary channel where they saw potential for activation.


These results point to an increasing awareness among company leaders of how deploying marketing personalization initiatives across existing channels such as email and social media can increase sales and build customer loyalty. What remains to be seen is how these companies deploy these initiatives in the coming year and how each business’s efforts impact both their relationships with their customers and their bottom line.


Watch our session to learn more about our survey findings.