Two Birds, One Stone: Reduce Liability & Increase Loyalty

Tweezers: Not to be trusted. Image: karenfoleyphotography / iStock / Getty Image Plus

Checking IDs is commonly considered a necessary evil of serving alcohol.

It’s not sexy. It’s not exciting. It’s just a step in the process. But this step can actually be turned into a huge asset to your bar or nightclub, especially with the right technology.

When you shift your thinking and equip yourself with the right tools, this very basic step becomes both your internal liability program as well as your external customer loyalty program.

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The Legal Aspect

The liability and security side of checking IDs is always the most top-of-mind, particularly when it comes to verifying whether a guest is of age to drink. And from that aspect alone, having your staff manually review IDs is sufficient. But your liability decreases drastically when you equip that staff member with an ID scanning system. Here’s why:

  • It reduces the chances of honest human errors. Humans make mistakes even with the best intentions, such as incorrectly calculating someone’s age based on their date of birth. Having a quick license scan double verifies the guest’s age with a simple color-coded alert of whether they’re over 21 or under 21. It makes it foolproof even under high-stress situations.
  • It assists with easily passing stings. When authorities are checking to make sure you’re compliant, they legally cannot do so by using a fake ID or purposefully deceiving you. That means most stings are a result of incorrect math or laziness. Having a policy with an ID scan system corrects any mental mistakes and confirms all IDs are reviewed.
  • It aids in detecting fakes. Fake IDs are getting more complex, so having an ID scan system is just one more layer in the process of detecting a fake. Plus, in a worse-case scenario when you accidentally serve a minor, having a digital system is your paper trail to prove to authorities you didn’t purposefully serve that person and tried to the best of your ability to be compliant.
  • It digitally tracks your 86 list. Your seasoned staff may know immediately if a guest is banned and shouldn’t be let in, but your new employees likely won’t. Rather than memorizing a photo book of those who aren’t allowed, an ID scan system will automatically alert your employee if a guest is banned from the venue. Plus, if an incident occurs during the night, your staff can easily add that guest to your ban list so you always have the most up-to-date information to maintain a safe environment.
  • It alerts you of potentially unruly patrons. Some ID scan systems, like Vēmos, allow you to opt into a city-wide ban list. This means you’ll be alerted if a guest is banned at a nearby location along with the reason they were banned. You then use this information to make educated decisions on whether you want to let that guest into your venue or not. 

Maintaining a secure environment minimizes costs associated with insurance, repairs, fines, and enforcement. What’s more, it provides an enjoyable atmosphere for your guests, which translates to a more profitable establishment. Which leads to the next aspect: loyalty.

The Loyalty Aspect

The not-so-obvious side of an ID scanning system is that it can become your loyalty program. And it can serve you better than most standalone loyalty programs. Why? Because every guest needs to have their ID to drink but not every guest is going to have your loyalty card or app. In fact, few consumers today want to have a separate loyalty card for every establishment they ever visit, so you’ll only capture a small percentage of your daily patrons.

Read this: Building Guest Loyalty: It’s Not About the Discounts

With an ID scanning system, you’re able to collect data on all your guests. This goes well beyond their name, age and other demographic information. We’re talking behavioral data—how often that guest comes to your business, what time of day they check in, how many visits they’ve had this month, what types of events or promotions drive them there…the list goes on.

And when you connect your ID scanning system to your point of sale system, you unlock a whole new layer of behavioral information. Not to mention you get a ton of invaluable insights on what factors drive your business and which triggers to pull to repeat that business.

Read this: Generate Revenue & Boost Loyalty Through Guest Education

It’s with this information that you’re able to reward your guests for doing what they’re already doing—simply showing up—and begin to offer them personalized service based on their habits. Notice it’s their fifth time coming in this month? Comp their first drink. Haven’t seen them in a while? Reach out to them about a special you think they’d enjoy. It’s these types of actions that build connections between consumers and brands, and drive true loyalty to your establishment.