Australian Hotelier November 2021

Page 22


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.”

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