CUSTOMER LOYALTY
Building customer relationships Fifty Merivale venues, including pubs, will soon be dipping into their customer data to provide a more personalised service to patrons.
MERIVALE IS rolling out SevenRooms software across 50 venues between November and March in a bid to build brand loyalty, provide a more personalised service, and enhance its reputation post-COVID. SevenRooms is a data-driven guest experience and retention platform, and Merivale will use the software across its reservations, waitlist and table management, review aggregation and marketing automation operations. Importantly, the software will provide Merivale with a single view of a guest’s spending and preferences across the entire
features that Merivale will benefit from,
the world including local restaurants and
portfolio, regardless of where they dine.
but two capabilities in particular stand
bars, and international, multi-concept
out, Whittaker says.
hospitality groups.
Insights drawn from approved customer data will allow Merivale to offer a more
“The first is being able to better profile
The software company says its product
personalised service that recognises
our guests. SevenRooms will give us
increases operator profitability by leveraging
a guest’s preferences, rewards their
tools to profile them and capture their
guest data to build direct relationships,
patronage, and builds customer loyalty
preferences so we can deliver an even
deliver exceptional experiences, and
and advocacy.
more elevated experience.
increase repeat visits and orders. Last year
“The challenges of the last 18 months
“The second is to provide a more
SevenRooms opened an Australian office,
have demonstrated how vital hospitality is
seamless booking journey, so customers
and pub operator Australian Venue Co. is
in our lives,” Merivale’s food & beverage
can book into any one of our venues
among its local customers.
director Frank Roberts says.
across our entire portfolio.
“As the industry gets set to reopen and
“This will give them a global view of all
“Few industries have been hit harder by the pandemic than hospitality, with
move forward, Merivale is excited to bring
our offers, so they can see what else is
even the biggest established operators
together best-in-class technology with our
available. It will open up the entire world
like Merivale identifying the importance
outstanding talent to create unique and
of Merivale in a more enabled way, and it
of data and technology as the foundation
magical experiences for every person who
will do all of this online, which is the way
for which operators can stand out and
steps into our venues.”
of the future.”
build brand loyalty,” Paul Hadida, general
Laura Whittaker, Merivale’s head
According to Whittaker, the system does
manager APAC at SevenRooms said.
of reservations, says the business had
all the heavy lifting. “That means behind
grown beyond the need for a basic table
the scenes we can trust the system to work
continue to offer guests the experiences
management system. “We needed and
its magic and maximise every single service
they desire by making more informed
wanted so much more.”
the way we do currently via our staff.”
decisions through 360-degree insights
As a data-driven, guest engagement platform, SevenRooms has numerous
22 | Australian Hotelier
SevenRooms software is used by venue operators in more than 250 cities around
“Through SevenRooms, Merivale can
across their customers’ journey, on- and off-premises.”
