Case Studies - Herald Inns and Bars
When asked by Herald Inns and Bars to provide a new online presence and e-marketing system for its country-wide Mood and Brannigans venues, print specialist Expertise Group delivered a system based on the Nimoi solution...
Background
Herald Inns and Bars own several chains of nightclub and entertainment venues including Mood Bar and Brannigans, which each operate a nation-wide network of bars. In a move to increase revenues and market share, Herald Inns and Bars have introduced a loyalty card scheme which can be used in conjunction with the Point Of Sale (POS) equipment to collect data on customer purchasing and visiting patterns. However, it was proving difficult to interpret the data being collected, and even harder to use the information to target customers to improve sales.
Herald Inns and Bars use the services of Stoke-on-Trent based print specialist Expertise Group to produce a variety of printed promotional materials for use by the venues, and asked Expertise to look at providing a better solution to the market intelligence problems.
Challenge
- Create a separate branded website for each of the bar chains
- Deliver a management platform allowing staff at each venue to manage details of their venue, offers, and events
- Collate data collected by the venue's POS system (DRS)
- Provide reporting functions to help interpret collected data
- Deliver an e-marketing function for use by bar managers utilising email and SMS channels
Solution
Live Expertise used the Live Ultimate solution as a framework to deliver a separate website for each of the three bar chains. Each website is delivered using a set of templates which captures the brand of the chain. Every bar in the chain has its own area in the site, offering display of venue details, events, special offers, and a gallery of images taken within the venue.
The solution provides a secure area for bar staff to log into in order to manage details of their venue, while management staff at Herald Inns and Bars are able to administer all venues. It is possible to define a range of offers which can be displayed on a venues website area and bar staff can select which offers are displayed. Similarly, bar staff can perform branded direct marketing to customers who join the loyalty scheme at their venue.
The solution places Expertise Group at the heart of branding and control, through the creation of imagery, graphic elements for offers, web site design, and direct marketing. This compliments other functions being performed by Expertise such as Flyer production and distribution, data collation and entry, and other promotional materials.
