From Crowds to Customers
How Warabimochi Kamakura turned 1st time crowd to repeat customers
Restaurant Info
- Cuisine: Japanese Desserts
- Service Level: Quick Serve
- Products Used: Next-gen Payment Terminals, Redeemables
- 6,000 claims in slightly over 2 months
- Out of which, 1 in 3 returned for a second visit within 30 days
- 1,500 new customer profiles gained in 3 days of campaign
- High level of interest and foot traffic during the store opening
About Warabimochi Kamakura
Warabimochi Kamakura, a renowned brand with over 50 stores in Japan, has made a successful entry into Singapore, opening its first outlet at One Holland Village. Following the overwhelming success of this outlet, they launched a second outlet at Taste Orchard just 2 months later. Both locations have quickly become popular, often drawing long queues of eager customers waiting to enjoy their warabimochi and dessert drinks.
Challenge
- Sustaining Momentum After Initial Success
Despite the initial success of their first outlet launch, Dixon and Kenneth, the owners of Kamakura Warabimochi Singapore, were concerned about maintaining customer interest and business momentum. Instead of solely focusing on acquiring new customers, they aimed to re-engage their existing customer base, recognising that it is more cost-effective to retain loyal customers who also tend to generate higher revenue. Loyal customers are likely to spend more and act as brand advocates, further boosting revenue.
Solution
- Collect Customer Profiles
- Encourage Return Visits
To effectively engage existing customers, Warabimochi Kamakura needed a robust method for collecting customer data.
They successfully began gathering customer profiles by integrating Redeemables, a digital voucher system, with Oddle’s In-person Payment Terminals. A QR code was printed on the receipt from the Terminal after each purchase which directs customers to a promotion offering a free Warabimochi drink with the purchase of a 10-piece Warabimochi box on their next visit. To claim the promotion, customers first needed to enter their information.
To ensure an effective execution, staff informed each customer of the redeemable upon payment. This data collection strategy allowed Warabimochi Kamakura to track and re-engage high-intent customers who were more likely to revisit their store.
Results
- 6,000 claims in slightly over 2 months
- Out of which, 1/3 of customers returned for a second visit within 30 days
By implementing such a strategy, Dixon and Kenneth ensured that their business not only kept the existing customers coming back but also built a strong database of customer profiles for future engagement.
Creating Initial Excitement and Capturing Customer Profile
For their second outlet at Taste Orchard, Dixon and Kenneth applied their learnings to collect customer data and generate buzz around the new opening. They launched a three-day store opening promotion using Redeemables, advertised on a standee outside the store.
This initiative generated significant buzz and captured valuable customer profiles, providing insights for future marketing efforts and ensuring ongoing customer engagement.
Results
- Close to 1,500 new customer profiles gained in 3 days of campaign period
- High level of interest and foot traffic during the store opening
By effectively using Redeemables and promotional strategies, Warabimochi Kamakura ensured a strong start for their new outlet.
Looking Ahead: Capturing More Customer Profiles with Redeemables
Warabimochi Kamakura is already planning for sustained engagement following their successful use of Redeemables. With their 3rd outlet opening at Takashimaya in June 2024, they aim to utilise Redeemables to capture customer data and maintain excitement.
Discover how Oddle’s Redeemables can help you better identify and understand your customers. [ Book a free demo ].