Patsy’s Patisserie uses Tapnfeel to share recipes of its cakes and pastries with patrons.
How Guests Engage
- Email opt-in, in response to offers
- Check-ins, likes and social shares
- Recipe downloads and e-book buys
Patsy’s Patisserie and Coffee shop had several hundred regular customers, and several thousand more that only came in, occasionally. Business was good, but it hadn’t grown for at least three years. Patsy wanted a way to get the occasional customers to be more loyal. But she was nervous about spending money on marketing, again. Previous attempts to get new business through Facebook ads, email, and her website, had all flopped. The problem: not enough followers, a tiny opt-in list (73), and almost no web traffic – a condition facing most small businesses. “We have lots of customers in the store, butnone online.” says Patsy“Tapnfeel gave me a simple way to market to the people in my store, and it works amazingly well”.
Tapnfeel lets Patsy take advantage of the investment she’s already made in her website and previous promotion ideas, without having to create anything new. It provides a frictionless path for her captive audience in the store, to engage with her website, offers and social media. Patsy’s first promotion was simple, but effective – A “free donut”.Here’s how it worked: When a guest tapped the touchpoint, they were taken to a mobile-friendly offer page on her website. The offer page only asks for an email address.It’s a fair exchange, not too intimidating. The very first day, Patsy got four email addresses, and one Facebook share from her clients. Better than the whole previous month from her website.
In 2015,Patsy had created an e-book with 24 of her favorite cake recipes and published it on Amazon. It wasn’t being promoted and no one was buying it. So Patsy chose 5 recipesfrom the book to be used as a giveaway. Then she put a Touchpoint next to each cake on display.The touchpoint label read:
“Get the recipe for this cake and 4 more“
“People were downloading like mad… AND buying the cakes I was sharing the recipe for - that was the biggest surprise of all!” Thenext week, orders for her book began totricklethrough on her Amazon affiliate page. “We’ve sold 150 books through theTapnfeel campaign!”Patsy exclaims!
Patsy only runs four campaigns, which she rotates every two weeks.
In an average week her shop gets:
Not too shabby for an investment of about 10 mins per month and a few dozen donuts or free coffee. “It’s doesn’t sound like much, but it is enough to make a difference. After nine months using Tapnfeel, sales are up 7% overall, cake sales are up 16% and Patsy’s e-book sales are up more than 3000%. That’scompared with the same periodlast year” Says Patty.“It’s a huge breakthrough for us!”
Patsy now has 630 customer emails in her list – up from 73! She plans to use them to send seasonal promotions for gift baskets and cakes at Valentines, Easter and Christmas. She also wants to start using the advanced analyticsfeatures to learn more about her customers and the relative effectiveness of her campaigns, and compare engagement levels in different areas of the store.
“Tapnfeel gave me a really simple way to market to
customers in my shop, and it works
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