Who They Are
Hickory’s Smokehouse are an American style chain of restaurant smokehouses based in and around Chester and the north west of England. They serve food and drink inspired by the American deep south, priding themselves on their wholesome food, family-friendly atmosphere, and local community connections.
They opened in 2010 and currently have seven restaurants having recently opened their newest restaurant in Southport, Merseyside in January 2018.
What We Do For Them
Airship provide Hickory’s with full CRM on a self-service basis. This means that they can store all of their customer data in our secure CRM databases, as well as use our tools to segment this data and send email and SMS broadcasts out to their customers.
They also use our gift card platform, which allows Hickorys’ customers to purchase gift cards online through their website and offline through EPOS in venue.
Hickorys used Airship’s gifting platform to supplement their sales and marketing activity over the Christmas period, generating over £60,000 worth of revenue in the run up to Christmas in the months of November and December.
During this period, 1763 customers purchased gift cards from Hickorys. Of these cards, 80% were redeemed. The average card value for those purchased online was £43, and £36 for those purchased in venue. This shows that when customers bought a gift card online, they were likely to spend 20% more than when buying a gift card in venue.
If they continue selling gift cards at a similar trajectory, Hickorys can expect to make an estimated £160,000 of revenue over the next 12 months between their seven venues. Venue managers can encourage staff to sell gift cards by incentivising sales through offering staff reward cards – this can also be set up through Airship’s gifting platform.
This added value – through gifting – allows Hickorys to retain an edge over their competitors by extending their customer base and driving incremental revenue through an increase in visit frequency.
“Gift vouchers have always been popular with our guests, but since using Airship’s gift card platform we’ve seen a noticeable increase in gift card sales. It’s great for guests to be able to purchase online and having the email option for last minute gifts definitely helped guests with last minute Christmas shopping.”
Rebecca Findlay, Office Manager.
For more information on Airship’s gifting platform, or to request a quote, get in touch with our Commercial Director, Dan Brookman, today.