Personalisation in marketing should be a necessity, diners say

By Nikkie Sutton

- Last updated on GMT

Eating out: more than half of diners (65%) want personalised promotions for their dining out habits
Eating out: more than half of diners (65%) want personalised promotions for their dining out habits

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Tailoring marketing to individual diners should be a necessity, according to new research from digital experts.

The research from technology firm Eagle Eye revealed that three quarters (75%) of consumers say they are unhappy with generic offers and 81% named relevance as the most influential factor in whether they redeem offers.

The study, which involved 2,000 adults from England, Scotland and Wales, also found 65% of respondents said they would find it useful to receive promotions personalised for their dining out habits such as customers who ate out regularly on Fridays wanted to receive deals for that particular day.

When it comes to how to reach diners with these offers, 67% of younger consumer (16 to 24-year-olds) said they were most likely to redeem promotions through digital channels and devices.

Digital natives

This means businesses must adapt to these ‘digital natives’ in order to stay relevant and increase market share in a shifting industry landscape.

Millennials will set the tone for future expectations and the way that new generations expect to be engaged.

But it isn’t just Millennials who are embracing the digital age, as more than half (58%) of all consumers now want to receive offers via digital channels.

Data-driven strategy

Eagle Eye CEO Tim Mason highlighted the importance of pubs tapping into technology for marketing offers.

He said: “Paper vouchers given out with the bill are a little too late, if you want to stretch consumer spend you need to offer promotions as and when they can use them.

“Consumers increasingly want venues to work around them, offering promotions as and when they need them.

“For example if a customer goes out for their regular Sunday lunch, a restaurant can suggest offers on additional desserts or sides not usually bought. This data-driven strategy boosts customer satisfaction as well as incentivising increased basket spend.”

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