Novus Leisure
An eCRM System For A Leading Retail Leisure Operator
Novus Leisure Limited operates premium bars in high footfall venues in major urban markets, with a substantial food offer and corporate business. The company has a pre-eminent position in the West End of London and the City of London markets. Its Tiger Tiger brand has a strong presence in prime regional sites.
Novus operate over 50 premium bars, restaurants and nightclubs in the heart of London’s vibrant West End and the City, with famous venues including Balls Brothers, Lewis and Clarke, LVPO, Strawberry Moons, Grace, Jewel Bar and Zoo. Across the UK they operate the Tiger Tiger chain, winner in the 2009 Publican awards for ‘Retail concept of the year’ along with the eponymous Mansion House in the heart of Glasgow’s West End.
With over 1 Million registered customers and web-generated enquiries growing in excess of 20% per annum Novus is on track to have over 50% of it’s annual business pre-organised.
We’ve developed 38 customer focused venue websites and 2 portals for Novus. Each plugs into a central eCRM system that allows Novus to manage customer enquiries/reservations, manage content, create and deploy vouchers, events, and to create and send email campaigns to targeted audiences. Alongside each activity is the ability for central staff to view performance reports and easily track customer behaviour.
With over one million registered customers and web-generated enquiries, growing in excess of 25% per annum, Novus is on track to have over 50% of its annual business pre-organised.
To highlight seasonal promotions we’ve introduced a series of micro-sites and landing pages, promoting key offers and encouraging customers to make specific enquiries. Each of the promotions is reported on via the eCRM system. For example, Novus have access to a range of reports that detail up-to-the-minute Christmas party reservations, menu selections and financial forecasting for selected venues or across the entire portfolio. These reports also provide date-to-date comparisons against prior years so that true sales performance can be measured.
To support Novus in their New Year’s Eve ticket sales push, we integrated an e-ticketing facility. With a capacity in excess of 50,000 and a varied range of ticket options Novus Leisure required a system that would allow customers to purchase tickets securely, download them online and via email, and for the system to be capacity managed and integrated with the existing reservations system.
A voucher system has been included to drive new customer conversion and entice existing customers to revisit. The feature allows vouchers to be created and deployed to particular target groups or to new customers for specific venues. The system has recently been extended to allow Novus to create voucher codes for third parties, which are then redeemed as part of the enquiry process and reported on accordingly.
To support online promotions there is a comprehensive email-marketing feature within the eCRM facility. Novus can easily create stunning HTML eflyers (with associated text-only versions) are able to send unlimited campaigns to targeted customer segments based upon venue, age or behaviour tags. When reviewing campaign performance, staff can overlay key statistics onto the original mail so they can easily see the most successful campaign items.
We’ve built an Application Programming Interface (API) to extend the reach of the customer sign-up mechanism by allowing marketing agencies to query the customer database for new registrations before being accepted and included.
To smooth the on-ramp for customers we have integrated with Facebook Connect and have removed the mandatory login mechanism entirely for customers, helping to ensure that we make it as easy as possible for customers to engage with the brand.
The search engine friendly sites meet W3C accessibility standards and have been optimised to increase their position on search engine results, a process which we continually attend to.
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