Changing consumers tastes
Alice Woodhead, Brand Manager, Strada, observed: “I would definitely say one of the biggest challenges for our industry on the horizon at the moment is the decline of large-scale restaurant chains.
“Consumers are tending to go to independent or more local restaurants, rather than going to the big names. So, we have to keep up with our guests’ changing needs.”
She continued: “We’ve used Eagle Eye to overcome these challenges.” Strada has used the AIR platform to issue, manage and track promotional codes sent out via email.
“That way, we can see where our customers use them, in terms of their location and buying habits, to get an overall picture of what our guests’ needs are moving forward,” she added.
Alice also reported that the customer insight data generated from this activity helped Strada to understand what did or didn’t work from a promotional point of view.
“Before, ten years ago, the promotional landscape was very discount-led, whereas now customers go for different styles of offers and not just a percentage off, and they’re also spending differently.”