Customer behaviour in NSW since reopening

Since the reopening of pubs and clubs in New South Wales post COVID-19 lockdown, MAX’s insights experts have identified key shifts in customer behaviour amongst returning patrons.

There has been an upsurge in younger patrons visiting their local venues mainly in the Under 35 (+29%*) and the 35-49 year old (+22%*) age groups.

Daytime visitation has also seen an increase in the 12pm – 5pm period (+6.9%*) whereas historically peak visitation has been in the evening hours of 6pm – 9pm.

Customers are choosing to go local and are travelling less distance to their venue of choice, highlighting their support for local, community businesses.

Adapting to these shifts and understanding the motivations of these customers is essential for venues to gain a competitive edge in the current environment. 

Email us at max@tabcorp.com.au to learn more about how MAX can help you discover insights to understand how you can meet your own customers’ expectations when returning to your venue.

*compared to the same period last year

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Engaging with family and friends over a meal the key as NSW venues re-open.

As pubs and clubs in New South Wales have begun their measured recommencement of operations, MAX’s customer insights capability has helped to understand the motivations of returning patrons.

Approximately 67% of customers have already visited their local and 69% of these have visited more than once according to a recent survey run at a number of NSW venues within the MAX network.

The main reason for visiting included having a meal out (73%) which shows customers want to get out and about again in their local communities. Engaging with friends and family (57%) also topped the list highlighting the desire for social interaction now that restrictions have started to ease.

Customers are happy with the way venues are managing social distancing and hygiene requirements at these venues giving them a level of comfort as they move around in their local area.

Adam Floyd, Head of Performance Solutions said: “Many of our venue partners have embraced the COVID-Safe guidelines during their reopening phase and have introduced creative ways to engage their customers throughout the lockdown. As restrictions have lifted, its warming to see local communities continue to support their local establishments by organising social outings with loved ones, while still maintaining social distancing requirements when in venue. Our venue partners are relishing the opportunity to re-connect with their members and customers in person again and being able to provide a safe environment for social experiences which are such a big part of our way of life.”

Email us at max@tabcorp.com.au to learn more about how our NEXT STEP initiative can help you discover insights to understand how you can meet your own customers’ expectations when returning to your venue.

Gifts that keep on giving

As the COVID-19 shutdown restrictions slowly begin to ease and the roadmap to venues reopening starts to take shape, it is critical that you keep communicating with your customers to keep them updated with what it all means for them and your venue.

MAX will regularly share tips on how you can keep your customers informed, plus things you can be doing to engage with your members in positive, interactive and reassuring ways during this COVID-19 shutdown.

Today’s Tip:  

Birthdays and anniversaries should still be celebrated, albeit a little differently this year. Continue to send automated emails to your members, however instead of giving away a venue voucher, consider uploading bonus points to their account which can be used once your venue reopens fully.

Update the copy within your email so it is relevant to the current situation, keeping the message light-hearted and positive.

If you are currently providing takeaway service, use the birthday occasion as an opportunity to promote your menu. As an added element of surprise and delight for your valued members, offer a discount on their birthday meal delivery.

If you would like assistance with suggested copy for your emails, please email us at max@tabcorp.com.au

Take care, stay safe – and be ready.

Getting to the Point

At MAX, we understand the importance of staying connected with your customers during these challenging times. We want your patrons to continue seeing your venue as a community partner and understand that, while not physically for now, hospitality venues can provide an important sense of support and togetherness.

MAX will regularly share tips on how you can keep your customers informed, plus things you can be doing to engage with your members in positive, interactive and reassuring ways during this COVID-19 shutdown.

Today’s Tip:  

To help show your members they are valued, we suggest turning off points expiry during the closure and reinstating any expired points upon reopening.

Additionally, consider extending the expiry date on already issued venue vouchers so that any expired vouchers can be used once your venue is up and running again.

It’s important that once these changes are implemented, you communicate them to your members. MAX can provide you with copy guidelines, which you can personalise with your venue details and send out through your CRM platform.

For those customers currently operating a loyalty system with us, if you need assistance actioning the points expiry, please email us at max@tabcorp.com.au

Take care, stay safe – and be ready.

Go virtual this Mother’s Day

At MAX, we understand the importance of staying connected with your customers during these challenging times. We want your patrons to continue seeing your venue as a community partner and understand that, while not physically for now, hospitality venues can provide an important sense of support and togetherness.

MAX will regularly share tips on how you can keep your customers informed, plus things you can be doing to engage with your members in positive, interactive and reassuring ways during this COVID-19 shutdown.

Today’s Tip:  

Connect with your customers virtually during key occasions and give them ways to make the occasion special at home. With Mother’s Day approaching, use this as an opportunity to surprise and delight your members. 

Run an online competition asking members to write in and share memories of their favourite Mother’s Day lunch. Pick 5 entries to win a hamper delivered to their homes, contact free.

If you are currently providing takeaway service, this is the perfect opportunity to promote a Mother’s Day lunch or dinner delivery to allow your members to keep enjoying your menu at home, whilst spoiling Mum in the process.

If you’d like more information on how MAX can help keep you front of mind with your customers, email us at max@tabcorp.com.au

Take care, stay safe – and be ready.

2020 MAX AHG Expo – Announcement

As the major sponsor of the 2020 Australasian Hospitality and Gaming Expo, we are sharing the news that this year’s event has been cancelled due to heightened concerns and risks posed by COVID-19.

We fully support this decision, as the health, safety and welfare of all involved in this event and the broader community takes precedence.

As a result of this decision any associated activity planned around the AHG Expo will also be cancelled, including:

•          Customer hospitality functions – Big Picture breakfast and Customer and Partner Event

•          On-stand Expert Chats and Product Demonstrations

•          Training Showcase

•          Business Briefings – the MAX Upfronts

Those that have registered for these activities and events will be contacted directly.

We are currently considering the possibility of rescheduling some of these activities and events, including exploring the option to deliver them digitally. As further information becomes available they will be communicated accordingly.

MAX is proud to support a sustainable industry and we are committed to working closer than ever before with our customers and industry partners.

We thank you for understanding and continued support.

If you have any specific queries, please email max@tabcorp.com.au