The coronavirus crisis is forcing many food businesses to focus on – or start – their online channel. Deliveries are the only way for restaurants to survive in many countries now. This trend is likely to stay as people expect to be able to order anything online now.
Our mission at Metrilo is to help entrepreneurs grow and thrive. As the food business is going online, we want to show you how you can grow your business and make it through the crisis.
There are essential ecommerce metrics that measure how your business is doing in terms of sales and marketing. The best thing about selling online is that you see what’s happening at the moment and can act in response.
Metrilo lets you monitor the following metrics in real time. The numbers are updated as soon as an order status changes in your store’s backend:
More about Metrilo’s Metrics Dashboard here.
Your marketing channels are where people come from to order. It can be social media, an ad, a referral website (like a blog), or simply a search engine. If you follow closely how each channel is doing, you can optimize your marketing efforts and spending: focus only where you see results.
Metrilo lets you monitor all your marketing channels and compare conversions and revenue coming from them. Maybe you’ll find some drive lots of traffic but no conversions – or just the opposite.
How Metrilo’s marketing performance reporting helps you:
More about Metrilo’s Marketing Performance Analysis here.
Just like you want your customers to order more at each visit to the restaurant or the shop, you’d benefit from a bigger basket size online. This would mean more profit at the same handling and acquisition costs.
If you increase your average order value, you will be able to offer free delivery, which is a big plus to shoppers. Also, you will be able to run promotions based on order value without losing profit margin.
Here are a few ideas:
Metrilo’s product report shows you the best selling products, the ones that get a lot of views but no orders and the products frequently bought together.
You can use this data to bundle up the right products together that your customers love. This is great for food delivery businesses but even more so for grocery stores. You can even introduce these bundles into your regular product range as ready weekly boxes. Give them names for people to identify with like the Edgy Veggie Weekly Box or the Keto Meal Prep. Some customers would love the convenience.
Metrilo is focused on customer retention and gives you insights about what exactly stimulates the repeat purchase rate of your client base. You see how people behave by cohorts:
You’ll find out which products drive loyalty; which coupons bring only one-time buyers; and which traffic sources bring quality leads. We recommend doubling down on the well-performing campaigns, products, etc. to bring in more quality customers. They are more likely to become loyal.
The other retention metrics Metrilo provides are useful for timing your email marketing campaigns. One of them is time between orders. If people usually buy every 35 days, schedule a reactivating email for a few days before that to speed up the process. Don’t forget Metrilo offers email marketing from the same platform. You can use all your data for relevant email campaigns.
Food is very different to each person so tailoring based on the data you have for their tastes and preferences is a smart move. This way you can cater to meat-eaters, vegans, vegetarians, keto dieters, and all other types of eaters without pushing anyone away. They only get offers for what they eat and you enjoy the revenue.
How to do it in Metrilo?
If you have a small product range, filtering by product viewed or bought might be enough. If not, filter by category bought – great if you have a Meat Lover category on your website that makes things easier. The most time-consuming option is to go through each individual profile to see for yourself what products people have bought and make a judgment on your own. Then, tag them to be able to easily pull up the segment to use afterward.
Related: Starting with Retention Marketing
Coupons are a double-edged sword. They do bring in more sales but chip away a bit of your margin. So using them sparingly is best. We recommend monitoring coupon performance in the Revenue breakdown by coupon to see which ones drive sales. Also, check the Retention cohorts by coupon to see the users of which coupon code come back.
Some examples of things you might find:
With Metrilo, you’ll know your VIP customers – who has ordered more than the average number of times, who has spent more than the average customer lifetime value, etc. You can give them special treatment with tailored emails and offers. A few content marketing ideas for customer retention:
In the Customer Database, you can easily do any segmentation you want to use for marketing, for example:
More resources for food brands and businesses:
Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.