5 Ways Social Commerce Drives More Orders to Your Restaurant
Social commerce is set to drive more orders from your customers.
Your customers use social media daily. When you integrate social commerce into your restaurant marketing strategy you can increase sales, and give your restaurant an edge over your competition.
Here are 5 ways that social commerce will help your restaurant drive more sales:
- Decreases purchase friction
- Converts your followers into direct customers
- Finally, see returns on your Instagram budget
- Build relationships via WhatsApp
- Get more repeat orders with automatic remarketing tools
What is social commerce?
Social commerce is simply the use of social platforms to sell directly to your customers. From the time the product is discovered until the final check out, everything takes place within that social platform. There is no need for the customer to go anywhere else to complete the transaction.
Why is social commerce good for you, and your customers alike?
Your customers already use social media platforms for hours every single day — and instead of going through the expensive and time-consuming process of creating your own app, which you then have to spend a lot of money acquiring users for, why not leverage the existing 1 billion+ networks of apps like Facebook, WhatsApp, Instagram, and TikTok?
Your customers will appreciate the easier purchase process — what we call “decreased purchase friction”.
How can you drive sales to your restaurant using social commerce?
1. Decrease purchase friction
All marketing works in the form of a funnel. You start out by capturing your customer’s attention and then guiding them through until they ultimately make a purchase. Social commerce shortens and streamlines this funnel to make the process as quick and easy as possible.
Traditionally, customers enter the funnel when they learn about your product. Once they see something that they want, then they research it, locate it, and, only after completing all these steps, decide to make the purchase. This takes time and effort, and in an evermore convenient world, your customers are accustomed to instant gratification. Every time a potential customer has a reason to step out of the funnel, it is another opportunity for them to be sidetracked with some shiny thing grabbing their attention elsewhere, or change their mind altogether.
Social commerce removes the gaps between those steps, reducing the customer’s chance to escape the funnel, and it integrates the complete experience seamlessly into one location giving them that instant gratification they desire, with none of the uncontrollable lag-time between steps that could lead to lost sales.
2. Convert your followers into direct customers
Restaurant owners spend a lot of time curating their social media following, and while ‘likes’ and ‘follows’ are great, they don’t necessarily equal profit. Again, sales can get lost when customers need to go to a different location to place the order.
Or do they? Not with social commerce.
Social commerce removes the need to leave the platform by providing an in-platform method that takes hard-earned followers from visualizing that mouthwatering dish to becoming full customers arranging delivery directly from you in minutes. No need for customers to go to a website or yet another app that they have downloaded on their mobile devices when they can do it all right here, right now.
Instagram has done a great job of this by giving business accounts the ability to create an Instagram Shop. You can create a storefront for your restaurant right on your account’s page, and it gives your followers the ability to shop your products from anywhere within the Instagram app.
And when you provide a place for your customers to shop and research directly in the same app where they discover and make purchases, the client engagement metrics measure more authentic engagement which improves your ranking in the algorithms, making it easier to get new followers.
3. Finally, see returns on your Instagram budget
People use Instagram because they are attracted to visuals. Every day, millions of users come to the platform to be entertained and discover new products.
If you have been spending precious money on beautiful content and advertising for Instagram, but aren’t seeing the profitable return that you would like, that’s likely because there are still a lot of steps in your funnel that require effort on the customer’s part or holes in the funnel that allow for customer escape.
Like we mentioned in the last step, social commerce streamlines the funnel and provides an easy method via which your customers can get that delicious content for themselves quickly and with the least amount of effort.
Social commerce makes impulse buying easy, and when you couple that with greater visibility due to targeted advertising, you get more bang for your advertising buck.
4. Build relationships via WhatsApp
Email marketing is great, but while many emails may go unopened, nearly all of direct messages are looked at. It is easy to see why direct messaging campaigns through social apps are gaining popularity. Restaurant owners have already seen significant revenue increases when using SMS marketing — and WhatsApp is poised to make this even more lucrative.
Through the same platform customers ordered through, you will be able to send customers direct messages about flash sales or special offers with a link to order directly from WhatsApp’s built-in shopping tools.
5. Get more reorders with marketing
Once your customers know just how easy the process is, they will happily return to the funnel over and over again. Using Facebook Pixel technology to retarget your advertising toward people who have previously been in your funnel, you can focus your Facebook and Instagram ads to create incentives for them to return. Many times, restaurants use loyalty programs to encourage repeat customers.
So, what’s next?
Social commerce for restaurants effectively streamlines your sales funnel into a seamless experience that keeps your customers engaged throughout the process. ChatFood gives you the tools to easily integrate the benefits of social commerce into your restaurant marketing strategy — and let’s not forget: they’re totally commission-free!
These tools provide restaurateurs like you with an all-in-one platform for running your business. You can take orders, collect customer data, manage your marketing campaigns and more — all from one convenient location.
We’ve gone over the benefits you can gain by using new tools from Facebook, WhatsApp, Instagram, and TikTok, which are about to take the restaurant industry by storm, in an even more disruptive way than the rise of aggregator platforms and foodtech did.
This time — be prepared for it, and make sure to use the tools to your advantage. Are you ready to take back control?