How to use our PoP feature to get people through the doors as you're reopening

Andrew
Whiteley
|
Posted on
June 15, 2020

Segmenting and targeting your customers post lockdown

Now that you’re looking towards re-opening some venues, the need to talk to your customers is greater than ever. We’ve put together some ideas around how you can effectively target your customers and get them visiting now that lockdown restrictions are easing.

PoP segments

Through our integrations, Airship has data which tells you when someone has physically visited a location. For example, if they connected to WiFi, we know that they were there. If they redeemed a unique code, we know they were there. If they left feedback we know they were there...you get the idea. We use this data to create our PoP Segments, which allow you to target your customers based on how often they visit your venues. Find out more about PoP here.Despite the fact that many venues have been closed over the last few months, this data can still serve a purpose in helping you relaunch. We suggest updating your PoP segments to reflect a lengthier time period so that you can identify the customers that were regularly visiting your venues pre-lockdown.Something like this:

  • Prospect Guests: These customers haven’t yet had a PoP
  • Bronze Guests: 1 PoPs in last 365 days 
  • Silver Guests: 2 PoPs in last 365 days - the most recent of which is in the last 180 days
  • Gold Guests: 3 PoPs in last 365 days - the most recent of which is in the last 180 days
  • Platinum Guests: 4 or more PoPs in last 365 days - the most recent of which is in the last 180 days
  • Lapsed Guests: 0 PoPs in the last 180 days

By adjusting your PoP segments to reflect the past 12 months, you can target customers who have previously visited you at this time of the year and those that were regularly visiting pre-lockdown.If you have managed to keep your doors open for click and collect or delivery (and this data currently flows into Airship through our Vita Mojo or one of our Feedback partners), then you could adjust these to reflect a slightly shorter time period, e.g.

  • Prospect Guests: These customers haven’t yet had a PoP
  • Bronze Guests: 1 PoPs in last 180 days 
  • Silver Guests: 2 PoPs in last 180 days - the most recent of which is in the last 90 days
  • Gold Guests: 3 PoPs in last 180 days - the most recent of which is in the last 90 days
  • Platinum Guests: 4 or more PoPs in last 180 days - the most recent of which is in the last 90 days
  • Lapsed Guests: 0 PoPs in the last 180 days

Remember, we can easily update these so if you feel that the initial criteria doesn’t reflect your customers once implemented, we can tweak them until they’re right!

How can you use your PoP segments?

Communicate with your Gold and Platinum guests to give them the info first - they have been your most regular customers of the past 12 months, they should be the first back through the doors!With the physical distancing restrictions, the number of customers in your venues will be much lower than usual, so you could try and offer pre-booking to your platinum guests. Encourage them to buy gift cards before their visit to reduce the physical contact needed once in the venue.Encourage your prospect and bronze guests into your venues by offering them an incentive. If you are using Toggle, why not give them 10% back on a gift using ourSpecial Offers feature.

Other ways you can segment and engage your database for your relaunch

Use our advanced search featureto target postcodes close to the venues you are re-opening. This is a great way to engage customers within your venue catchment areas - the perfect customers whilst people aren’t venturing far from home.If you use one of our Feedback partners, or our own NPS form, drive feedback via your delivery customers. You can read more about how to do this here. This is a great way to show your more loyal customers as the ones who have visited when it was most difficult to do so.Contact the customers who have bought gift cards for your venues whilst you’ve been closed. These customers have already shown an interest in visiting post-lockdown by making a purchase - let them know what you have planned!