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National Restaurant Association - Groupon-NRA offer best practices for daily deals success

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Groupon-NRA offer best practices for daily deals success

Based on polling restaurant decision makers, including 152 who have participated in daily deal campaigns, and taking into consideration what prior research has shown, Groupon and the National Restaurant Association are providing restaurateurs with some of the top tactics for success with daily deal marketing campaigns.

Best practices for restaurateurs to help ensure daily deal success include:
• Prepare staff to focus on customer service, look for upsell opportunities and track offer redemption
• Schedule daily deal timing based on business needs and seasonality
• Estimate and understand the promotion’s impact on profitability
• Measure success by using free tools provided by daily deal company
• Encourage repeat visitors with a customer loyalty program

Results from the recent online survey commissioned by Groupon showed restaurateurs who had successful daily deal experiences stood out as experimental marketers that use a variety of different channels and tactics to drive customer acquisition and retention:
• 94 percent engage with customers via social media (vs. 75 percent of non-daily deal users)
• 77 percent have run more than one daily deal
• 73 percent connect with customers via email (vs. 59 percent of non-daily deal users)
• 79 percent monitor online review sites to see what others are saying about their business (vs. 68 percent of non-daily deal users)
• 71 percent have promoted their business with traditional newspaper and magazine ads (vs. 58 percent of non-daily deal users)

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