Stonegate Pub Company: The Slug & Lettuce
An eCRM System For A Leading Pub Company
The Stonegate Pub Company is a newly formed organisation that operates over 560 pubs across the UK from high street pubs to traditional country inns, and from local community pubs and student pubs to late night bars and venues. We currently support the eponymous Slug & Lettuce, the UK’s leading high street bar brand.
Behind the website is a sophisticated eCRM system that allows Stonegate staff 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.
The reservation process is at the heart of the customer conversion funnel and throughout the site are appropriate calls to action and guide points to drive traffic towards the enquiry form. Prior to our involvement two of the brands had used a well known off-the-shelf reservations system. Thanks to the improvements we introduced we accelerated the growth of customer enquiries but without Stonegate incurring additional ‘per cover’ fees and offering the customer a better integrated experience.
To entice the burgeoning value consumer, looking for vouchers and special offers, we have integrated landing pages, competitions and a voucher mechanism to encourage new and existing customers to make reservations. These promotions are supported by special offers at the point of reservation, allowing Stonegate to up-sell customers with pre-ordered items.
Behind the scenes the staff at individual bars simply login to manage their customer requests, download reports and view their performance. Central staff, dependant upon their role, can view tailored reports across the estate. For the first time the Board at Stonegate are able to obtain immediate business performance reports across the group, allowing them to make better planning and organisational judgements.
The administration area is comprehensive, allowing staff to easily manage online reservations, review reports for performance, manage content, vouchers and reservation offers. There is also a comprehensive integrated email-marketing suite, allowing administrators to create stunning email campaigns via a WYSIWIG editor.
Stonegate are able to track customer behaviour from email campaigns, including the number of enquiries or reservations generated, vouchers downloaded and pages viewed. To make life easy for the marketing staff the system provides a heat-map of customer behaviour so that they can make better judgement calls for future campaigns.
The search engine friendly sites meet W3C accessibility standards and have been optimised to increase their position on search engine results.
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