CASE STUDY Shoeless Joe’s Limited - Pitney Bowes · Shoeless Joe’s is the first company in...
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Shoeless Joe’s Limited CASE STUDY “FACES (FASTER, ACCURATE, CURRENT ECONOMICAL SURVEYS) PUTS THE POWER OF CONSUMER INSIGHT AT OUR FINGERTIPS.” Joel Friedman, Senior Vice President of Franchising and Real Estate, Shoeless Joe’s Limited SHOELESS JOE’S GAINS ACCESS TO REAL-TIME CUSTOMER DATA WITH FACES MOBILE CONSUMER SURVEY SYSTEM. Challenge Like other companies in the restaurant industry, Shoeless Joe’s traditionally relied on the time consuming and challenging process of using pen and paper to conduct customer surveys. The restaurant chain needed to find a method that would make capturing consumer data a more accessible, efficient process. Solution FACES consumer survey system facilitates a more streamlined process for collecting customer data during non-intrusive times of the customer’s visit. Using electronic handheld devices, such as PDAs or Smartphones, equipped with customized FACES consumer survey software and PBBI location intelligence solutions, Shoeless Joe’s captures valuable customer data in real-time. When analyzed for market and consumer trends, this data helps the restaurant successfully shape its brand. SUMMARY Shoeless Joe’s Limited has achieved explosive growth since its start in 1985. It has established a proven formula for success, currently with 40 locations in Ontario and plans to continue to implement an aggressive expansion strategy. To optimize sales, Shoeless Joe’s needed to expand into new markets and reinvent itself as a sports-themed casual dining restaurant with a bar element. As a result, the restaurant chain has set out to open eight locations in 2009 and an additional 10 to 15 restaurants in 2010. To achieve this aggressive expansion strategy in a tough and competitive market, Shoeless Joe’s works with Pitney Bowes Business Insight (PBBI) to acquire the insight needed to accurately position Shoeless Joe’s restaurants based on market and consumer trends. Shoeless Joe’s is the first company in Canada to implement FACES (Faster, Accurate, Current Economical Surveys), a new mobile consumer survey system, provided by PBBI and LandPoint Systems, Inc. FACES enables Shoeless Joe’s to collect customer data at the point of experience, such as while patrons are awaiting their bill. Traditionally, restaurants have relied on the time consuming and challenging process of using pen and paper to conduct customer surveys. FACES is fast, easy and less intrusive than previous surveys. The system provides a more professional method for surveying customers and makes the experience more interactive and fun both for the surveyor and for diners. Offered through LandPoint’s KnowYourFaces division, FACES provides restaurant and retail companies with customizable surveys to help them capture customer data more quickly and readily utilizing digital technology— electronic handheld devices such as PDAs or Smartphones. Equipped with customized FACES consumer survey software and PBBI location intelligence solutions, FACES helps Shoeless Joe’s address the industry-wide issue of capturing consumer data by making it a more accessible, efficient process. With FACES, Shoeless Joe’s can routinely make adjustments to its survey questions, enabling the company to keep its target cus- tomer profile up-to-date and readily available when making important decisions, such as where to open a new restaurant or where to aid in local marketing efforts. PBBI enables FACES to geocode the customer’s point of origin using a Canadian postcode or point on a map, drill down to the neighborhood level and generate an in-depth customer profile based on lifestyle characteristics and demographic attributes.
Transcript of CASE STUDY Shoeless Joe’s Limited - Pitney Bowes · Shoeless Joe’s is the first company in...
Shoeless Joe’s LimitedC A S E S T U D Y
“FACES (FASTER, ACCURATE, CURRENT ECONOMICAL SURVEYS)
PUTS THE POWER OF CONSUMER INSIGHT AT OUR FINGERTIPS.”
Joel Friedman, Senior Vice President of Franchising and Real Estate,
Shoeless Joe’s Limited
SHOELESS JOE’S GAINS ACCESS
TO REAL-TIME CUSTOMER DATA
WITH FACES MOBILE CONSUMER
SURVEY SYSTEM.
Challenge
Like other companies in the
restaurant industry, Shoeless
Joe’s traditionally relied on
the time consuming and
challenging process of
using pen and paper to
conduct customer surveys.
The restaurant chain needed
to find a method that would
make capturing consumer
data a more accessible,
efficient process.
Solution
FACES consumer survey
system facilitates a more
streamlined process for
collecting customer data
during non-intrusive times
of the customer’s visit. Using
electronic handheld devices,
such as PDAs or Smartphones,
equipped with customized
FACES consumer survey
software and PBBI location
intelligence solutions,
Shoeless Joe’s captures
valuable customer data in
real-time. When analyzed for
market and consumer trends,
this data helps the restaurant
successfully shape its brand.
SUMMARY
Shoeless Joe’s Limited has achieved explosive
growth since its start in 1985. It has established
a proven formula for success, currently with
40 locations in Ontario and plans to continue
to implement an aggressive expansion strategy.
To optimize sales, Shoeless Joe’s needed to
expand into new markets and reinvent itself
as a sports-themed casual dining restaurant
with a bar element. As a result, the restaurant
chain has set out to open eight locations in
2009 and an additional 10 to 15 restaurants
in 2010. To achieve this aggressive expansion
strategy in a tough and competitive market,
Shoeless Joe’s works with Pitney Bowes
Business Insight (PBBI) to acquire the
insight needed to accurately position
Shoeless Joe’s restaurants based on market
and consumer trends.
Shoeless Joe’s is the first company in Canada
to implement FACES (Faster, Accurate,
Current Economical Surveys), a new mobile
consumer survey system, provided by PBBI
and LandPoint Systems, Inc. FACES enables
Shoeless Joe’s to collect customer data at the
point of experience, such as while patrons are
awaiting their bill. Traditionally, restaurants
have relied on the time consuming and
challenging process of using pen and paper
to conduct customer surveys. FACES is fast,
easy and less intrusive than previous surveys.
The system provides a more professional
method for surveying customers and makes
the experience more interactive and fun
both for the surveyor and for diners.
Offered through LandPoint’s KnowYourFaces
division, FACES provides restaurant and retail
companies with customizable surveys to help
them capture customer data more quickly
and readily utilizing digital technology—
electronic handheld devices such as PDAs or
Smartphones. Equipped with customized
FACES consumer survey software and PBBI
location intelligence solutions, FACES helps
Shoeless Joe’s address the industry-wide issue
of capturing consumer data by making it a
more accessible, efficient process.
With FACES, Shoeless Joe’s can routinely
make adjustments to its survey questions,
enabling the company to keep its target cus-
tomer profile up-to-date and readily available
when making important decisions, such as
where to open a new restaurant or where to
aid in local marketing efforts. PBBI enables
FACES to geocode the customer’s point of
origin using a Canadian postcode or point
on a map, drill down to the neighborhood
level and generate an in-depth customer
profile based on lifestyle characteristics and
demographic attributes.
©2010 Pitney Bowes Software Inc. All rights reserved. 92396-AM-1003Pitney Bowes Business Insight is a division of Pitney Bowes Software Inc. All other marks and trademarks are the property of their respective holders.
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“FACES PROVIDES A MORE PROFESSIONAL METHOD FOR SURVEYING OUR
CUSTOMERS AND MAKES THE EXPERIENCE MORE INTERACTIVE AND FUN
FOR THE SURVEYOR AND FOR OUR DINERS.”
Joel Friedman, Senior Vice President of Franchising and Real Estate, Shoeless Joe’s Limited
RESULT
For the initial project, Shoeless Joe’s selected
10 questions for their survey and four
restaurant locations to deploy it to. The
survey includes questions regarding where
the customer originated from and is heading
to next, as well as the customer’s spending
patterns and frequency of visits to Shoeless
Joe’s. On busy nights, one to two staff
members are responsible for going table
to table and facilitating the survey using
the electronic mobile device.
Using FACES helps Shoeless Joe’s create a
more streamlined process for collecting
customer data, cataloguing it in a secure
database, conducting sophisticated analysis
and delivering actionable insight to
help the company make more informed
decisions regarding real estate, marketing,
merchandising and branding. Working with
PBBI, Shoeless Joe’s has the tools to analyze
the competition, gain a better understanding
of its target customers and carefully evaluate
potential areas for expansion.
Shoeless Joe’s Limited will continue to rely on
this valuable customer data as the restaurant
chain further repositions itself in the market
and continues to open new sites. Shoeless
Joe’s plans to implement FACES in additional
stores and also plans to customize and add
new questions to the survey to gather more
targeted information about its customers.
Constantly updating its target consumer
demographic profile helps Shoeless Joe’s
ensure that the brand continues to hit the
mark. As a company nearing 25 years old,
Shoeless Joe’s has older sites that need to
be revived to ensure consistency with the
brand. As the restaurant chain continues to
add new sites, FACES will play an important
role in collecting this data and feeding
it back into the Shoeless Joe’s market
optimization model.
THE PITNEY BOWES BUSINESS INSIGHT ADVANTAGE
Shoeless Joe’s, a sports-themed casual dining restaurant chain with 40 locations throughout Ontario,
recently implemented the FACES consumer survey system to support more strategic decision making
for marketing and real estate. Shoeless Joe’s can now capture and access valuable customer data
much more quickly and readily, make adjustments to the customer survey questions in real time
and gather the information the chain needs to keep its target customer profile up-to-date and readily
available when making important business decisions.
