There are several forums online that raise an important question: how can nightclubs build customer loyalty? Unfortunately, many participants agree the best way is through loyalty cards and point systems. But here’s the thing: you’re not selling coffee; you’re selling luxury. And where luxury rules, point systems are out.
Your guests – especially your VIPs – have high expectations for the service and experience they receive at your venue. Because of this, they base their purchasing decisions more on emotion and desire than practical need. Points and other loyalty programs are practical. Not only that, but you’re treating your guest the same way they’re treated when they walk into a grocery store by asking them to flash their loyalty card.
The best way for nightclubs to build loyalty is by providing impeccable service. This means knowing your guests (again, especially your VIPs) by name, knowing which type of liquor they typically consume, knowing which servers they enjoy and which tables they prefer. It needs to be personal and it needs to be a luxurious experience for your customer. Great experiences means great memories, and great memories means more repeat visits.
Knowing your customers inside and out is easier said than done. The only way to truly understand the value of a guest is tying data back to your point of sale (POS) system. Fortunately, there are technology platforms available to nightclubs that capture rich data about your customers, including demographics, past liquor purchases, past reservations, number of visits, number of guests, and amount spent. This type of system connects with all areas of your club, including your POS system, and presents you with easy-to-read analytics about your customers, your club’s overall performance, and even server and promoter performance.
It’s this type of data that allows your club to offer the impeccable service your customers need. And that’s where the secret of customer loyalty lies.
Whitney Johnson is the global director of marketing for BookBottles. Contact her at whitney.johnson@bookbottles.com.
