Building Customer Relationships Online with Collin Wallace

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5 tidbits on restaurants going digital with the co-founder of ZeroStorefront.

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Hey restaurateurs! Or should we say, “e-commerceurs?”

This episode of Give an Ovation features Collin Wallace, a restaurant industry luminary who is also the co-founder of ZeroStorefront, a purpose-built customer acquisition and retention tool for restaurants and other local businesses. 

Collin and host, Zack Oates, talk communicating with customers, going digital, and more. You should really listen to the entire podcast, but here’s a few quick tidbits: 

1. Customers Will Cling to What They Know

When disruptive events such as COVID-19 wrack a society, people tend to stop branching out and exploring new things,  so they stick to what’s familiar. This means restaurants need to be a steady and stable source for customers to rely on.

2. Be Incrementally Better Than The Rest

Switching costs are low right now. It used to be that switching restaurants for the night meant walking down the street looking for a replacement. Now, switching just takes a few clicks. That means restaurants need to be on top of their games – responding to reviews, managing all their channels properly, etc. 

3. Communicate And Respond

When asked how restaurants can successfully adapt, Collin said “Number one is communication…it’s amazing how much ground you can cover just by giving people context.”

For example, customers are understanding of a late delivery if they are told that it’s due to a staff shortage, or a packed restaurant. But if they never hear anything, that’s when problems arise. 

4. Put Digital First

Whether you like it or not, the corona virus has slowed or stopped dine-in almost everywhere, so the only way to keep revenues up is by going online. Think of yourself as an e-commerce business now. One of the ways to build relationships digitally is by interacting with and learning from all your reviews. 

5. “Blessed Are The Learners”

“…for the learned will find themselves beautifully equipped for a world that no longer exists.” A great quote from Collin’s father, this saying summarizes the type of flexibility restaurants must have to survive. 

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Thanks for reading! Make sure to check out the whole podcast, as well as other interviews with restaurant/business gurus by checking out “Give an Ovation” on podcast.ovationup.com, or your favorite place to listen to podcasts. Thanks Collin!

How To Contact Collin: 

Twitter

Email: collin@zerostorefront.com


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