Greater Than One - Case Study: Restaurant Associates -
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Published on: 8/5/2003
Last Visited: 11/20/2006
Case Study: Restaurant Associates: Dine Out, New York!
Email Direct Marketing Creates Repeat CustomersSituation:
Restaurant Associates is one of the country's leading upscale dining companies, managing an elite group of top-tier restaurants in New York City that includes Brasserie and The Sea Grill.The company came to Greater Than One looking for a partner to help them build and manage Dine Out, New York!, an email-based direct-marketing program aimed at generating visits to their restaurants.The program was conceived in response to a drastic decline in business following the 9-11 terrorist attacks.
Solution:
The key to implementing a direct marketing program is designing and implementing a flexible and scalable database system.Applying technology from industry-leader DoubleClick, we transitioned the client's existing customer database to an email system capable of sophisticated targeting, segmentation, deployment, and tracking.At the same time, we built the online presence for Dine Out, New York!, including login/signup functionality and a system to dynamically generate coupons/certificates with unique tracking IDs, providing the client with a total view of the ROI of the program.
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Dine Out, New York! database grew from zero to over 142,500 names in under 6 months.