CarlsbergBritvic-SDR-Licensed-v17 - Flipbook - Page 51
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HOW TO
INFLUENCE THE
CUSTOMER JOURNEY
The art of hospitality
relies on raising guests’
expectations and
consistently meeting or
exceeding them. To do this,
operators should pay close
attention to their customers’
journeys, from selecting
a venue right the way
through to ordering that
second drink. Here’s how to
influence those journeys…
Attract online: Online presence plays an increasingly
important role in getting guests through the doors, with
40% of Brits (61% of those aged 18 to 24)20 researching
what low and no alcohol drinks a venue serves before
they visit if they’re moderating their alcohol. Ensure your
drinks menus are accessible and attractive online and
promote the serves that make your venue stand out on
social media.
Simplify the process: Menus are still the number one
touchpoint when guests are deciding what they want
to drink, with research showing that 51% of orders are
preceded by menu consultation.21 Therefore, it’s crucial
that menus are easily available, well designed and clear.
Stop guests in their tracks: Ensure soft drinks are
visible at the point of arrival with enticing displays and
point of sale materials. The London Essence Company
Freshly Infused dispense system provides a focal point on
bar tops and, by offering the brand’s full range of tonics,
sodas and gingers at the touch of a button, encourages
guests to trade up and experiment.
Empower your staff: Great service plays a crucial role
in any guest’s experience of a venue. Empower your staff
to listen to guests, offer drinks suggestions and trade-ups,
and ensure they can deliver on presentation too (visit the
Mix with Carlsberg Britvic platform for inspiration!). This
will enhance customer journeys and greatly increase the
chances of them coming back for that second drink.
20 KAM x Everleaf - Raising the Bar 2024, *KAM x Lucky Saint - Low+No 2024
21 The Value Engineers – Hospitality Channel Insight – September 2024 – While ordering from the outlet, which of the following did you see? Total sample n=9147 (All subchannel visits), Online n=1510
LICENSED DEEP DIVE
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