Speaking at The Bar & Pub show in London yesterday (Tuesday 4 October), Telson claimed pubs’ booking systems were not up to date, or appropriate, for their customers after a recent DesignMyNight survey showed that 81% of people wanted to be able to book their reservations online.
With the new booking system called Collins, customers can book and pay a deposit online, as well as pre-order their food.
Starting from a monthly fee of £75, operators can view enquiries and bookings and, through card authentication, charge the deposit on the day of the event.
‘Easier and better’
Telson said: “It’s all about collecting data and being loyal to customers, without phone calls and emails there is no visibility of enquiry from customers.
“Collecting emails and phone numbers gives more marketing strategy and coverage, operators don’t need to rely on third parties.”
By collecting data, operators can create personalised offers for their target audience, based on their number of visits and their previous orders.
He said: “People want to be recognised and welcome. Operators should give a bespoke deal based on old orders and make it more personalised."
Advantages of the Collins online booking system
- 28% – the increased conversion rate of enquiries for parties of eight people and over
- £42,000 – the extra annual revenue gained each year
- 194% – the annual private dining or private hire sales increase
Collins also tackles the recurring issue of no-shows, which have a big impact on pubs.
When securing a booking, the customer’s card details will be held for a maximum of three months and no money will be taken unless the customer does not turn up.
He said: “If you fail to show to the booking, the pub will claim that money.
“Around 60% to 70% of our customers will be using the booking system and we’ve seen a great improvement in tackling no-shows.”
“It’s something we’re constantly thinking about and it provides a great experience not only for operators, but also for customers, so it works both ways."
The Bar & Pub Show
DesignMyNight were one of the many visitors at The Bar & Pub Show in London yesterday (Tuesday 4 October).
Visitors had a chance to meet suppliers and also taste a range of local craft beers, such as the Long Arm Brewing Co, soft drinks and food samples.
For one brand in particular, Truman’s Brewery, the event aimed to showcase its comeback after a period of hiatus.
Oliver Walton, Truman’s area sales manager, said: “It makes people aware that we’re back brewing and we see a lot of people outside of London who are surprised about our comeback.”
The Bar & Pub Show will run from Monday 3 October to Wednesday 5 October at Kensington Olympia.