3 Things Nightclub and Bar Operators Need to Finish 2017 Strong

Your guest experience should be personalized like a bespoke suit or dress. Image: Melpomenem / iStock / Getty Images Plus

Running a bar or nightclub isn’t easy. There are a lot of areas that need to work together to ensure your success, yet our industry still operates in silos, using different systems for different sections. Oftentimes this leads to missed data and missed opportunities. Meanwhile, online industries like Amazon have gotten so savvy they’re able to send recommendations based on past habits and send reminders based on timing. As a result, this is the level of service your guests have come to expect.

That’s why in today’s digitally-driven environment it’s no longer sufficient to make assumptions about how your venue is performing and who your guests are. It’s also no longer sufficient to just focus on the data from one area of your business; that may have worked in years past but it’s an outdated practice that could cost you your venue.

So while I understand there are many things you require to run your venue, the following three are the core of what you need to finish 2017 strong, and to succeed in the years to come.

 

ID Scanning

You already ID and verify each person that walks through your door. Take this a step further with identification scanning technology that not only scans and verifies each person, but also collects data on each person so you can build your guest database. This is the best way to know exactly who came into your venue each and every night, complete with the gender breakdown; where your customers are coming from; age breakdown; and which customers are repeat vs. first-time customers.

You also have access to your digital 86 list, as well as a city-wide ban list to keep your venue safe. This tool acts as your guide to better decision making for a process that’s already mandatory. And with a solution like Vēmos, all of this is combined with your CRM system and analytics section to truly provide an understanding of your whole business.

 

POS Integration

Speaking of uncovering your true performance, having your point-of-sale integrated into your operations system is an extremely powerful move. Now, not only do you have the ability to track your VIP table spend automatically, but you also gain insight into your entire bar. “But I can already do that,” you say? Sort of. The reality is POS systems are not in the business of providing their customers with great analytics – they focus on providing a great user experience for your bartenders during the night.

Integrating your POS system with that data provides you with true analytics that allow you to better understand how your entire venue performs rather just one segment. It can also tie into your CRM system to give insight into personalized spending. Now, you’re able to know who contributed to your $15,000 bar sales. Was it one person who spent $15K? Did everyone who walked in make a purchase? This information matters because it provides you the ability to replicate a succesful night with a similar set of guests.

 

CRM System

All of this comes back to individualized data. After all, the new name of the game is experience, and personalized experience at that. You can’t provide your guests with personalized experiences if you don’t know who they are. Sure, you may know your top regulars who always come in. And while they’re important, the other hundreds of guests are equally as important to your business.

The only way to capture this information is to have all your data tied back to your CRM system. This is what allows you to know each of your customers on a personal level, from how often they come to your venue, to how much they spend with you, to their specific preferences. You can then use this data to filter your guests into like-minded groups to send targeted messages specifically to them. Now you’re able to provide a complete circle of personalized service, both online and in person.

 

These three tools are the core of what accelerates your capabilities. Having technology as part of your venue is no longer just about a reservation management system. It’s about a comprehensive approach that provides insight into your venue as a whole. With a combination of ID scanning, POS integration, and a CRM system at your core, you now have the capability to provide that personalized service previously only delivered by the likes of Amazon. Safeguard your venue, target sharper, spend smarter, and create an unbelievable experience for every person walking through your door.