"Omni's Lanit" implemented the loyalty program and the BI solution in network of Tokyo — City restaurants

2019: Implementation of the loyalty program of RightWay and RightWay Analytics

The Omni's Lanit company (enters into LANIT group) implemented the loyalty program of RightWay and the BI solution of RightWay Analytics in the St. Petersburg network of city restaurants TOKYO-CITY. Also specialists of the company helped the customer to pass to other processing that helped to avoid reputational risks, cards linked with failure in service. On January 30, 2020 LANIT reported about it.

Main objective of cooperation of network of restaurants from "Omni's CHEEKS" – implementation of the updated processing. The former processing used in the automation system of catering establishments ceased to meet the requirements of TOKYO-CITY: he did not cope with processing of large volume of cards (about one million).

After processing implementation the incidents connected with unsuccessful reading of cards, their absence in base and congestion of a system, did not repeat any more. From now on card service works regularly. In the course of implementation of CRM RightWay its integration with R-Keeper was also executed.

Installation of the CRM system RightWay allowed TOKYO-CITY to plan and start marketing actions, in advance counting their efficiency. In particular, for the end of January, 2020 at restaurant the action for students aged from 18 up to 25 years which issued bonus cards – a cashback in the amount of 30% in happy hours works. According to reports, since action launch (on January 13) on January 30, 2020 438 people participated in it.

In the BI solution of RightWay Analytics specialists of "Omni's CHEEKS" created under needs of the customer several non-standard reports, including the kogortny analysis, the analysis of the menu (or the menu engineering), reports on shares of dishes and drinks, service rates of clients and to purchases. It allows personnel of restaurants to optimize internal work and to increase service quality of visitors.

The market of public catering is oversaturated by discounts and it is much more interesting to visitors to accumulate points and to spend them at discretion. A bonus system by right is considered more effective instrument of increase in loyalty. Thanks to our joint efforts the network of TOKYO-CITY restaurants gradually passes to a bonus system. In the long term it will help to invest networks of restaurants in future visits of clients and also to receive benefit from the subsequent orders. Limited storage of bonuses on cards will motivate guests more often to return to franchize institutions, told Maxim Zaheer, the CEO of Omni's LANIT company

Thanks to implementing solutions of Omni's LANIT company it became much more convenient to activate cards of loyalty of our guests that positively affects also customer service quality. Earlier activation happened as follows: at first the guest filled out the questionnaire, then the restaurant manager received about it the SMS notification, came from the smartphone into a corporate portal and made the card number to appropriate section. As a result the card appeared in the database only every other day. After RightWay implementation activation is made online – the guest enters the data in the questionnaire and at once can receive a discount and participate in a marketing action,

Digitization of questionnaires of participants of the loyalty program became one more important work which "Omni's LANIT" performed for TOKYO-CITY. Data retrieveds will allow managers of network to make segmentation and targeting more precisely, to increase effectiveness of marketing actions.