LEADERSHIP
38 provides rich analytics so that the sector can better understand their customers , whether that ’ s knowing how much a particular customer tends to spend or what their buying habits are .
“ We carried out a survey in April which asked what the key challenges are that chains are facing today ,” notes Graywood . “ The feedback we got was that 30 % of respondents were using an aggregator but 70 % prefer their customers to order directly because not only is it a better margin for them , but they also get to provide the service they want directly to their customers and get to capture data regarding their customer ’ s purchasing habits .
“ Through data analytics , they can start to build a profile of what that person ’ s ordering , who their best customers are , what they tend to order and how they can better target their promotions around that customer base and really start to engage with them ,” he adds .
Large retailers have been capturing customer data for years but the restaurant sector has been slower in its uptake . This is undoubtedly untapped potential . By using highly specific data , Graywood notes that eateries can use analytics to target both loyal and infrequent custo-
DECEMBER 2018