Understanding the web-to-store strategy for your restaurant

The web represents an incredible opportunity to stand out from the crowd and develop your business! Today's and tomorrow's restaurateurs have clearly understood this, and are now using web-based marketing strategies to bring customers to and from their "store". This is the basis of the innovative web-to-store strategy, which brings together all possible solutions for generating more traffic to your point of sale, and taking your business into a new dimension! Let's find out more about the definition, concept and strategies of web-to-store in the restaurant business. 

Web-to-store: a definition

The web-to-store principle is based on a simple observation: the web represents an opportunity for all restaurateurs to develop their business. Web-to-store refers to all online solutions that enable restaurateurs to attract more customers from the web to their restaurant or point of sale. 

This set of online marketing strategies is diverse and varied. What they have in common, however, is that they are all developed online, with the ultimate aim of : 

• turn Internet users into physical customers,
• generate more traffic at your point of sale,
• and thus increase your sales.

Web-to-store strategies

Web-to-store brings together a number of different marketing strategies, all aimed at attracting web visitors to physical points of sale, whether as new customers or to bring back those who already know you. 

Web-to-store solutions can include online advertising through geolocation, SEO content, online booking, promotions, loyalty programs and other marketing techniques.

Here are 4 examples of web-to-store strategies that can easily be implemented to develop your online business. 

1. Be present in local referencing

Local SEO is an integral part of your web-to-store strategy. Local referencing consists in optimizing your online visibility in a specific geographical area (on Google My Business, Trip Advisor, Yelp, Waze, etc.), to encourage local customers to visit your physical point of sale.

In the context of restaurant web-to-store, local SEO is particularly important, as it helps restaurants to be more visible to potential customers looking for nearby dining options.

👉 To find out more: How to maximize your restaurant's visibility on Google Maps

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2. Implement click & collect 

Without a doubt, click & collect is one of the pillars of web-to-store. If you've missed the boat, click & collect, via online ordering, allows customers to order their meal online via the restaurant's website or mobile app, then collect their order directly from the restaurant, without having to wait!

Click & collect is particularly attractive for busy customers who want to avoid queues, and for those who prefer to plan their meal in advance. For restaurateurs, too, it's a win-win situation, since they can use their online platforms to highlight a particular menu, product, special offer, attractive photos... They can also collect valuable information about their customers, such as their food preferences and purchasing habits. This data can then be used to personalize future offers and promotions.

👉 Going further: the ultimate guide to click & collect

3. Offer a personalized shopping experience

Personalized marketing is one of the major trends in web-to-store. This means tailoring your marketing strategies and communications to meet the specific needs, preferences and behaviors of each individual customer. 

The aim is to create unique, tailor-made experiences, boosting engagement, loyalty and customer satisfaction. Through data collection, personalized customer journeys and effective loyalty programs, you can promote special offers, exclusive promotions and discounts available at your point of sale.

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4. Launch a competition 

Another creative web-to-store marketing strategy is to organize a competition. If you use social media to promote the contest, it can attract attention online and encourage participants to physically visit your restaurant to participate or enjoy their reward. 

Here are some examples of web-to-store competitions: 

• On social networks, you can invite contest participants to take a photo in your restaurant.
• Offer gift cards, discounts and other benefits to entice winners to come and use them in your establishment.
• On your social networks, offer to like the publication + comment on the publication + identify 1 friend + share on your wall for a chance to win a free menu for two.
• For take-away sales, you can slip in gift vouchers for collection at the point of sale.
• etc. 

👉 To find out more: How to attract new customers with restaurant competitions

What's store-to-web?

Store-to-web is the same principle... but in reverse! While web-to-store aims to attract Internet users to your physical point of sale, store-to-web seeks to encourage customers who are in your restaurant to interact with your brand online, whether via a website, mobile app, social networks, etc.

Basically, it allows you to maintain ongoing contact with your customers and get them to make a lasting commitment to your brand.

Here are a few examples of store-to-web strategies:

• QR codes: By placing QR codes on tables and/or counters in your establishment, you encourage customers to scan them with their smartphones for instant access to online information, such as special offers, product descriptions, or customer reviews.
• Social networks: let your customers know that they can follow you on social networks like Instagram and Facebook. Offer them promos or special offers from your networks, so they'll connect and subscribe to your accounts! 
• Information gathering: You can invite your customers to subscribe to a mailing list and provide their contact details in exchange for exclusive offers or promotions. An excellent way to develop a loyal customer base! 
• Ratings and reviews: Physical stores can encourage customers to leave online reviews after their visit. This can help strengthen your online presence and positively influence the decisions of future customers.

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Did you like these tips? Don't hesitate to consult our other articles on our blog to help you develop your business!

Innovorder is the leader in digital solutions for commercial and institutional foodservice. Our team supports restaurateurs in their digital transformation with a complete ecosystem.