Covid-19 permanently accelerated the growth of online commerce and in doing so changed the hospitality landscape. Click & Collect, Delivery and Table-only service are the new normal.
It’s unsurprising that some operators still feel overwhelmed when running their eCommerce store. In addition to completely adapting their offering, operators need to optimise their online site for conversion, create a robust marketing strategy that attracts a new demographic and, to top it off, navigate Google Analytics to analyse their customer data.
If you’re in need of a helping hand, or want to brush up your skills, here are our top 5 tips for setting up your webshop.
- Be where your guests are
Whether on Facebook, Instagram or Snapchat, your customers are constantly online. That’s not to say that you need to be active on every social media channel - there is an online platform that is right for your business. You just need to find it.
- Add your QR code to a ‘Click & Collect’ landing page on your website
- Add your webshop link to your Instagram and Twitter bio
- Create Instagram posts and stories that include your QR code
- Email your existing database with links to your click & collect/ delivery webshop. If they order, take note of their items and email them again in a week’s time with an offer or discount code to encourage repeat business.
- Don’t underestimate the power of great photography
1st impressions last - especially when it comes to online ordering. Food photography is often undervalued but it makes a huge difference when consumers are weighing up their options between your restaurant and someone else's.
- Play around with different angles when building your portfolio. Some items like burgers look better side-on, whereas pizza looks better from an aerial view.
- Be consistent with the style of your photography. Try for example to use the same backdrop for each menu item.
- Get descriptive!
Mouth-watering descriptions go hand-in-hand with great photography. When done well, carefully crafted items increase sales and improve upsell opportunities. They also provide vital health and safety information by listing allergens.
Which would you rather choose? ‘8oz steak with fries’ or ‘Succulent 8oz fillet steak, pan-seared in garlic butter and served with rosemary hand-cut fries'.
- Keep it short & sweet
Your URL that is. Utilise bitly (or any other URL shortener) to generate short (or vanity) URLs for your webshop. Overly long URLs are confusing and can deter guests from making a purchase. They don’t share well on socials either.
- Think about your margins
Running your own webshop not only diversifies your operational model, it can also protect your bottom-line. It may seem obvious but be mindful that some third-party platforms charge a pretty penny for it. Some charge upwards of 1.4% as well as 20p per transaction which will have a huge impact on your overall profitability. Whilst not an up-front cost, these fees come at a considerable cost down the line.
Our tip? Partner with a hospitality technology provider that enables you to run your own webshop and say goodbye to unnecessary third-party platforms.
We're here to help. Our software was built to support every element of your business from front and back of house, to customer experience and sales. Want to know more?
Simply book in a call with a member of our team or drop us an email: email@example.com.
Photo by Karolina Grabowska from Pexels