Today my blog is all about the various food service retailers. There is a reason for this. In May and June I am speaking at 2 different events both focused on food service retailing – the first on 18th and 19th May is Caffe Culture at Olympia, the second on 6th – 8th June is Success On a Plate at Waterstones in Piccadilly. In this blog I’ll tell you a little bit more about Caffe Culture…
Caffe Culture is the UK’s premier event in the cafe and coffee bar market. Over two days, 5,000 senior decision-makers will meet and do business with suppliers, source new products, network and keep up-to-date with the very latest in industry trends at London’s Olympia.
Caffè Culture will host an extensive programme of workshops, business seminars and new show features to offer increased support to the café and coffee bar community. This year’s programme has been specifically designed to provide practical solutions and advice to the issues identified as being most critical to visitors’ needs.
My Involvement: Focusing on Improving your customer spend and retention
At Caffe Culture I am doing a 90 minute workshop on day 1 (this is chargeable through the organisers) and a keynote theatre talk on day 2 (free to registered delegates). In between these sessions I am also doing a series of 1-2-1 sessions with delegates – 30 minute sessions available FREE to all registered attendees!
For full programme see http://www.caffeculture.com/Content/SHow-highlights
The focus of the content in both the workshop and the theatre presentation will be on improving customer spend and retention. I’ll be discussing:
To retain existing customers you need to know why they are customers now – what is it about what you offer that brings them back to you? It goes without saying you need to protect those attributes of your business and enhance them where possible…
When speaking to customers try and ascertain what else could you be doing for them – would they welcome a loyalty card for instance? Adding features to impress your customers and to satisfy more of their needs will not only lead to their ongoing loyalty, but may increase the frequency of their visits, their spend and their likelihood to recommend you to their friends.
Part of the attraction starts when your loyal customers recommend you. Of course there is more to it that that! Think about the information you have gathered from your existing customers – Can you apply the learnings about the attributes of your business to your marketing materials, in order to attract more of the same? Would your existing customers be willing to give you testimonials / reviews online? These can be very valuable… over 90% of consumers purchasing decisions are influenced by the internet, and more that 70% are influenced by the social web. Online reviews by happy customers will really benefit you….
Once you’ve attracted new customers you need to ensure you are able to convert them into sales. This spans your whole operation – ultimately it comes back to meeting the promises you made to them in the “pre sales” process. You need to provide the environment, experience and availability of product and services to match their expectations.
I look forward to meeting you at Caffe Culture next month!
If you wanted to come and say “hello”, one of the businesses I co-own is exhibiting at this event – so come and find me at the e-mphasis Internet Marketing stand (position L22) if you miss any of the sessions.