PROJECTS

In the bustling realm of gastronomic delight, Scarpetta, a three-restaurant group with unwavering passion for authentic ingredients and the artistry of pasta, was looking to cultivate their brand and construct a marketing function.

 

The objective: to establish a tech-stack and create a digital-first strategy, focusing on customer acquisition and retention. We set about identifying key platforms to fulfil the needs of the business whilst maximising data capture.

 

Lightspeed (EPOS)

 

Often referred to as the heartbeat of the business, the "Electronic Point of Sale", can connect you to a whole world of different solutions. Lightspeed was already being used in the business, we kept the product as the basis in our quest for tech-harmony, searching for new platforms.

 

Sevenrooms (Booking platform)

 

Sevenrooms was selected as the core booking platform due to Its powerful integration with Lightspeed, which allowed us to link customer profiles and track in-restaurant purchases.

 

Sevenrooms (CRM)

 

We quickly recognised the benefits of using Sevenrooms CRM, sitting side by side with the booking platform. The integration with Lightspeed enabled marketing comms to be triggered by customer data from the booking platform, as well as buying behaviour via the EPOS.

 

Wireless Social (WIFI provider)

 

Wireless Social is best in class and offers the most in-depth data capture and reporting opportunities. We set up and FSTP file transfer with Sevenrooms CRM for WIFI signups and in-restaurant customer behaviour tracking.

 

5Loyalty (Loyalty platform)

 

5Loyalty was introduced to provide an app based digital loyalty programme for the restaurants. We tracked strong results almost instantaneously, including higher spends and increased visit frequency from members.

 

Feed It Back (Feedback platform)

 

FIB is a powerful tool that enables reporting and trend spotting using the latest AI technology, providing invaluable data for marketing automations, all of which is fed back to the CRM for automation triggering.

 

The Strategy

 

Once all the platforms had been properly setup and tested, we set about creating a strategy for automation. Data from all newly introduced platforms pointed to the CRM, allowing us to create auto-email campaigns from up to 300 data points for each customer.

 

Structuring the marketing function in this way meant we could benefit from digital channels using a modest budget, moving away from traditional marketing and advertising campaigns, which is more costly. And finally, introducing automation ensured strong results from ‘always on’ marketing campaigns, with limited resources.

 

Today, we continue to work with Scarpetta, creating monthly reports and growing their marketing strategy, advising on key monthly actions.