Targeted communications and messaging has been vital to retaining customer trust during the past year and it provides the foundations for growing patronage and engagement back up as hospitality venues return to full capacity.
That’s the view of Norths Collective brand and digital innovation manager, Robert Lopez, who caught up with CMO to talk about the membership-based hospitality group’s CRM and marketing technology investments over the last two years. He also detailed how these have been harnessed to build personalised communications across channels.
Norths has about 60,000 members across its five-strong Sydney venue portfolio, including Norths, The Greens in North Sydney and The Alcott in the Sydney suburb of Lane Cove. It also owns two gyms within that mix.
As Lopez put it, the group had been “data rich but knowledge poor”, not able to convert data in a useful way to leverage it from a marketing and engagement perspective. Historically, staff would have to tap up to six systems to be able to pull membership and relevant data from across the organisation.
Three years ago, Lopez kicked off the first steps to overhauling Norths digital marketing and CRM tools to create a more comprehensive, single source of truth on its members. In June 2019, the group chose Salesforce, switching on Marketing Cloud, CRM and Service Cloud in August 2020.
“That was the first…