Sell More to the Biggest Fans
I love being a tourist and a marketing strategist. I think stepping outside of our own backyard to see what other businesses are doing in other countries can be very telling.
I’d like to illustrate several examples of how Urban Plates in Irvine, California, is a champion in customer retention and upselling.
When I first heard about Urban Plates, the first thing I did was go to their website to see what was on the menu. When we arrived at the restaurant, a line-up was already starting to form. By the time we sat down to eat, the line snaked out the door and down the side of the building. Right away, I thought, if people are willing to wait in a line this long for their food, they must be loyal fans.
That being said, you may be surprised to hear Urban Plates is a cafeteria-style eatery. You request the food when you see what you like where you are in the line-up. The salads are made fresh right before your eyes. All the ingredients are on display. Although we know this is not a new concept, the visceral experience of seeing such a beautiful rainbow of produce is truly lovely.
I experienced the upsell at two different touch points. The first upsell was the standard questions before the cash register from a very warm and welcoming gal asking me about dessert and showing me what was available. She then asked about beverages.
The second upsell was a funky wooden sign in the bathroom that had three points:
1. Order online or call in your order
2. Pull up to curbside parking
3. We’ll bring out your order
On a branding front, Urban Plates (UP) had that covered as well – including their napkins. Each napkin had the Urban Plates logo and name at the top, and at the bottom it said “In case you mess UP”. This is a clever way to humorously use their brand within their message.
So how does this apply to your business? Whether you sell B2B or B2C, the key is to keep asking yourself this question: At each point of contact with my client or customer, how can I stay connected and get them to buy more often?
What are you doing to get your clients or customers to buy more often? Comment here.