Understanding customer data: why it matters and how to collect it
Customer data is information about the people who buy your pizza. This can include their names, phone numbers, email addresses, what they like to order, and how often they visit your shop. It helps you understand your customers better and provide them with a better experience.
Why does customer data matter?
Personalized experience: When you know what your customers like, you can make their experience better. For example, if you know a customer loves extra cheese, you can offer them deals on cheesy pizzas.
Building relationships: Knowing your customers helps build a connection with them. They feel valued and are more likely to come back.
Marketing: With customer data, you can send targeted promotions and offers. For instance, you can send a special discount to customers on their birthday.
Improving service: By analyzing customer data, you can see what’s working and what’s not. This helps you make improvements and keep your customers happy.
How to Collect Customer Data
Online orders: When customers order through your website, you can ask for their information. This is a great way to start collecting data.
Loyalty programs: Create a loyalty program where customers sign up with their email or phone number to earn rewards. This encourages them to share their information with you.
Surveys and feedback: Ask customers to fill out a quick survey after their meal. Offer a small discount for their time. This not only gives you data but also valuable feedback.
In-store sign-ups: Have a sign-up sheet at the counter or a tablet where customers can enter their information for special offers and updates.
The downside of third-party delivery apps
When customers order through third-party delivery apps like Uber Eats or Grubhub, they keep all of that valuable customer data to themselves. Here’s why this is a problem:
Lack of direct connection: You don’t get to interact directly with your customers. This makes it harder to build a relationship with them.
Missed marketing opportunities: Without customer data, you can’t send personalized offers or updates. This means missed chances to bring them back.
Limited feedback: You won’t get direct feedback from your customers, making it harder to improve your service.
How to encourage direct orders
Promote your website: Make sure your website is easy to find and use. Offer exclusive deals for customers who order directly from you.
Incentives for direct orders: Give customers a reason to order directly, like offering a discount or a free item with their first order through you, or your first-party pizzeria partner.
Highlight the benefits: Let your customers know that ordering directly helps support your business and allows you to provide better service.
Customer data and your pizzeria
Collecting customer data is essential for any pizza shop that wants to succeed. It helps you understand your customers, improve their experience, and grow your business.
While third-party delivery aggregators may seem convenient, they also mean losing valuable customer data. Encourage your customers to order directly from you — or your first-party pizzeria partner — to keep that important connection and data in your hands.
By understanding and using customer data effectively, you can make your pizza shop a favorite spot for your customers and keep them coming back for more.
