{"id":31461,"date":"2023-08-09T09:43:31","date_gmt":"2023-08-09T13:43:31","guid":{"rendered":"https:\/\/gfs.ca\/?p=31461"},"modified":"2025-12-23T14:32:36","modified_gmt":"2025-12-23T19:32:36","slug":"des-programmes-de-fidelisation-pour-inciter-la-clientele-a-revenir-et-attirer-de-nouveaux-clients","status":"publish","type":"post","link":"https:\/\/gfs.ca\/fr-ca\/ideas\/loyalty-programs-keep-regulars-coming-back-attract-new-patrons\/","title":{"rendered":"Des programmes de fid\u00e9lisation pour inciter la client\u00e8le \u00e0 revenir et attirer de nouveaux clients"},"content":{"rendered":"

Soyons honn\u00eates : les cartes de points us\u00e9es, d\u00e9chir\u00e9es ou oubli\u00e9es n\u2019aident en rien le chiffre d\u2019affaires des restaurants, et les clients en ont assez de les chercher dans leur portefeuille. C\u2019est pourquoi les vrais programmes de fid\u00e9lisation m\u00e9ritent d\u2019\u00eatre pris en consid\u00e9ration, de l\u2019avis des experts.\u00a0<\/p>\n\n\n\n

Le concept de ces programmes n\u2019est pas nouveau, mais il a grandement \u00e9volu\u00e9 au fil des ans. De nos jours, les cartes en papier ont \u00e9t\u00e9 remplac\u00e9es par des strat\u00e9gies plus efficaces, principalement gr\u00e2ce \u00e0 la technologie qui les rend plus accessibles, selon Back of House<\/a>..<\/p>\n\n\n\n

Teresa Berman, a Gordon Food Service\u00ae<\/sup><\/strong> business solutions specialist in Ontario, said now there are many effective and simple ways to build a program. Today\u2019s strategies tend to be less expensive than traditional advertising, which focuses more on first-time diners, she said.\u00a0<\/p>\n\n\n\n

\u00abUne plateforme facile \u00e0 utiliser comme un code QR sera attrayante pour les technophiles qui veulent profiter d\u2019offres avantageuses et d\u2019une interaction fluide, explique-t-elle. Un bon programme de fid\u00e9lisation vous permettra d\u2019acc\u00e9der \u00e0 votre base de clients gr\u00e2ce aux coordonn\u00e9es qu\u2019ils vous ont fournies.\u00bb<\/p>\n\n\n\n

Le restaurant peut ainsi envoyer des notifications par courriel ou par message texte, sans aucuns frais. \u00abC\u2019est un moyen tr\u00e8s rentable de faire de la promotion, de lancer un nouveau menu ou d\u2019annoncer l\u2019ouverture d\u2019une terrasse\u00bb, mentionne Teresa Berman.\u00a0<\/p>\n\n\n\n

Selon Eric Schamp, \u00e9tabli en Indiana, un programme de fid\u00e9lisation appropri\u00e9 peut procurer des donn\u00e9es tr\u00e8s utiles aux restaurateurs, et ces informations peuvent contribuer \u00e0 leur croissance dans d\u2019autres secteurs.<\/p>\n\n\n\n

\u00abLes programmes de fid\u00e9lisation qui utilisent la technologie [\u2026] sont en mesure d\u2019analyser les donn\u00e9es afin de vous aider \u00e0 g\u00e9rer votre entreprise\u00bb, dit-il. Certains syst\u00e8mes g\u00e9n\u00e8rent des donn\u00e9es comme le montant moyen d\u00e9pens\u00e9 par les clients, en comparant les membres du programme \u00e0 ceux qui ne le sont pas, par exemple pour voir si le programme fait augmenter cette somme. <\/p>\n\n\n\n

\u00abAvec ces syst\u00e8mes, il est aussi possible d\u2019analyser la fr\u00e9quence des visites des membres du programme et la nature de ce qu\u2019ils consomment\u00bb, ajoute Eric Schamp. <\/p>\n\n\n\n

Mais la compr\u00e9hension de ces donn\u00e9es exige du temps et de la formation.<\/p>\n\n\n\n

\u00abIl est essentiel que les employ\u00e9s soient form\u00e9s sur le programme pour bien conna\u00eetre son fonctionnement et pouvoir l\u2019expliquer aux clients, affirme-t-il. S\u2019ils ne le comprennent pas, ils n\u2019en feront pas la promotion.\u00bb<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Mettre en place un programme de fid\u00e9lisation durable<\/h2>\n\n\n\n

Selon Teresa Berman, l\u2019objectif d\u2019un tel programme est de fid\u00e9liser la client\u00e8le et pour cela, elle doit se sentir valoris\u00e9e. \u00abLes clients aiment qu\u2019on leur montre notre appr\u00e9ciation. Un programme de fid\u00e9lisation peut leur donner acc\u00e8s \u00e0 de nouveaux cocktails, \u00e0 des bouch\u00e9es desserts in\u00e9dites ou m\u00eame \u00e0 des \u00e9v\u00e9nements priv\u00e9s, comme la f\u00eate de lancement d\u2019un nouveau menu\u00bb, explique-t-elle. <\/p>\n\n\n\n

Il faut aussi garder \u00e0 l\u2019esprit que ce programme doit absolument faire partie de votre plan global de marketing.  <\/p>\n\n\n\n

Il doit \u00eatre destin\u00e9 \u00e0 votre client\u00e8le habituelle, celle qui conna\u00eet d\u00e9j\u00e0 votre \u00e9tablissement. <\/p>\n\n\n\n

\u00abC\u2019est un outil promotionnel pour r\u00e9compenser vos clients r\u00e9guliers en les incitant \u00e0 venir plus souvent et en leur donnant une raison de prioriser votre restaurant quand ils d\u00e9cident \u00e0 quel endroit ils mangeront ou rencontreront leurs amis\u00bb, ajoute Teresa Berman.<\/p>\n\n\n\n

Pr\u00e8s de 80 % des consommateurs affirment que les programmes de fid\u00e9lisation augmentent la probabilit\u00e9 qu\u2019ils continuent \u00e0 fr\u00e9quenter un \u00e9tablissement, et les membres de ces programmes d\u00e9pensent en moyenne 27 % plus s\u2019ils ont un lien affectif positif avec une marque, selon Back of House.<\/a>.<\/p>\n\n\n\n

Que de bonnes nouvelles pour les restaurateurs! Ce qu\u2019il faut retenir : les programmes de fid\u00e9lisation doivent \u00eatre excitants et les clients doivent pouvoir facilement les utiliser pour obtenir des r\u00e9compenses. <\/p>\n\n\n\n

\u00abAujourd\u2019hui, les gens veulent profiter d\u2019offres avantageuses, et un programme de fid\u00e9lisation peut permettre de r\u00e9pondre \u00e0 cette demande\u00bb, conclut Teresa Berman.<\/p>","protected":false},"excerpt":{"rendered":"

Conseil d\u2019experts : inclure ces programmes dans les plans de marketing<\/p>","protected":false},"author":20,"featured_media":31463,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[122,112,69],"tags":[],"class_list":["post-31461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-catering-small-business","category-restaurant-bars","category-running-your-business"],"acf":[],"yoast_head":"\nLoyalty Programs, Good For Returning Customers & New | Gordon Food Service<\/title>\n<meta name=\"description\" content=\"Incorporate loyalty programs into marketing plan, experts say. 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