bakingbuyer - October 2011 - (Page 82)

ref· er· ences (ref-er-uhns) n., v. Foursquare Bolsters Customer Loyalty Customer loyalty is an invaluable asset to any business, but the crumpled “buy 10, get one free” stamp card belongs in a time capsule, not a coffee shop. Foursquare, a social media platform that encourages users to frequent local businesses in order to acquire points and badges, was inspired by the high-score rankings for arcade games like Pacman. Basically, the program persuades consumers to explore new experiences offered by their city and to share tips and suggestions with their online community. Members of foursquare “check-in” at locations by either texting their account or logging their location with a smart phone. Once the user has achieved so many visits, they can receive badges. The customer who has visited the location the most is awarded with the title “Mayor.” The program makes frequenting a local bar, café or restaurant a fun and competitive experience for consumers. Offering a free merchant platform, Foursquare not only provides business with an invaluable marketing opportunity, but also offers merchants the chance to track the frequency of returning customers. Many consumer-based businesses are using these badges and titles to provide participating customers with special discounts and rewards for loyalty. “We have used Foursquare for almost a year now. We have specials for the Mayor, first time check-ins and every fifth check-in. It’s funny how the regulars fight over the Mayor title to get the free cookie that comes with every visit,” says Gunilla Kroshus, resident of American Dream Cakes Incorporated in Jacksonville, NC. Specials, discounts and incentives, are key to attracting Foursquare users. Once your venue establishes itself on Foursquare, the next step is to list your specials on your account. The network lists nearby specials to users, so it’s critical that your bakery’s promotions are listed. This way new customers will feel more compelled to visit your establishment. In addition, the network allows users to share insightful “tips” with other members of their online community. Users may use this as a reviewing tool or as a method to suggest specific items at the location. With this, restaurants can provide fun things like “secret items” on the menu for the benefit of customers using Foursquare. In turn a customer might suggest via Foursquare, “This bakery is great, but you have to ask for their ‘secret cupcake’. It’s delicious, but they don’t have it on display.” In the end, it is all about making your bakery an exciting and enjoyable experience for your customers. BY TIMMY TRABON 82 · BAKING BUYER · OCTOBER 11 Types of Specials Offered by Foursquare R Check-in Special: Offers an incentive for customers each time they check-in at your location. Friends Special: A number of friends (the minimum requirement is your decision) who visit and check-in together are rewarded for visiting in groups. Newbie Special: Rewards users on their first visit to your location. Mayor Special: Rewards the most frequent visitor to your venue over the past 60 days. Loyalty Special: This special works similarly to a loyalty card or punch card. Participants are rewarded for visiting X amount of times during a given time period.

bakingbuyer - October 2011

Table of Contents for the Digital Edition of bakingbuyer - October 2011