Orchid claims industry first in integrating loyalty, reservations and till data
Pub and restaurant group Orchid has integrated its loyalty, reservations and till data into one system, in what it claims is an industry first.
"For the first time a pub group will be able to see and understand the needs and habits of loyalty scheme customers, taking into account the various ways they interact with us in the online environment and how that helps to drive a sale offline," said Maria Hamilton, Orchid Group senior marketing manager, Digital & Loyalty.
"By linking purchase data from our till system with the data we already have on our Slice card holders we can better target our marketing and sales initiatives and time our promotions and offers to align with purchases that our customers are most likely to want to make, at times when they are most likely to take advantage.
"It is a dedicated and comprehensive system that marks a real step forward in pub till and reward technology."
The scheme is similar to one that has been used in retail for many years, with most supermarkets reward card holders with points offers and discount vouchers that match their shopping habits.
"We will now be able to generate typical spend and purchase reports and see data on when loyalty card holders visit or redeem vouchers very easily and in a usable way," said Hamilton.
"There is a lot of data at our fingertips and bringing it together will give us huge insight into our customers.
"We are very excited to develop how we utilise this information over the coming months and expect it to assist us in growing results, improving our understanding of our customer's behaviour and giving our customers a fantastic experience as a result."
