World Cup 2018: How to keep customers coming back when the tournament is over

And with England’s nail-biting Round of 16 defeat over Colombia attracting a whopping 24 million viewers in the UK, there’s still all to play for when it comes to enticing new customers through your door and cashing in on football fever.

That’s all great news for SME owners, yet the hardest part can be encouraging repeat custom once the tournament is over. With that in mind, here’s our insight into how to keep customers coming back after the World Cup and beyond.

Deliver exceptional service

As a business owner, you’ll already know just how much first impressions count. One of the best ways to hold on to new customers is to demonstrate exceptional service and ensure their first visit to your store or venue is the best it can be.

To this end, it’s vital to prove that your business can deliver a memorable customer experience even during busy match days. EPOS systems facilitate faster transactions and seamless payments, meaning customers will benefit from shorter queues and a more streamlined checkout process. It’s details like these that will ensure you stand head and shoulders above your competition and leave customers with a positive impression of your business.

Respond to customer feedback

Increased footfall during the tournament is a great opportunity to gather valuable feedback from customers and make improvements based on their comments. Something as simple as directing customers to a short online survey can provide a deeper insight into where your business is succeeding and how things could be improved in the long-term.

Showing a willingness to take feedback on board is another way to prove your commitment to delivering a first-rate customer experience. This dedication will stick in the mind of any new customers you’ve gained throughout the tournament and can be hugely effective in converting football-lovers into venue regulars.

Provide an incentive

Of course, one of the most fail-safe ways to drive repeat business is through offering deals and incentives to those customers who visit again. The latest EPOS systems provide all the tools you need to deliver targeted marketing campaigns that appeal directly to your audience, increasing the likelihood of repeat custom and maximum engagement.

There’s also the option of implementing a digital loyalty scheme, allowing customers to collect points and earn rewards with every visit. Over the last few years, there’s been an influx of cost-effective, highly customisable digital loyalty platforms that make these schemes a more viable option for small and medium sized businesses, especially when they have the added ease of being fully integratable with your existing EPOS software.

The most ambitious business owners understand that the hard work doesn’t end when the final whistle is blown. Whether fans end up celebrating or commiserating, the most important thing is that they go away with a lasting impression of your business and a desire to come back time and time again.