June 09, 2025 - 5 min read

SMS & Foodservice: the infographic

Introduction

Professional SMS is proving to be an ideal means of communication for the catering industry. It is frequently used by restaurateurs throughout the year to notify special offers or confirm reservations. Whether you run a gourmet restaurant, a snack bar or a bar, it's an essential tool for boosting your sales!

The infographic

Create a link with its customers

Customer loyalty is an essential process when running any kind of business. Your regular customers play a vital role in the success of your business. Very often, they're the lifeblood of businesses that don't have their own storefront.

You can use SMS marketing in a variety of ways, for example to advertise your daily specials. Your customers already in your database may be tempted by your daily special, but you still need to make the information accessible. For this, an informative SMS at the start of the week will be more than welcome to announce your menus for the week. If you wish, you can also encourage your customers to book in advance. You'll not only have succeeded in creating a bond with your customers, you'll also be able to better organize your service.

This low-cost, quick-to-implement attention-grabber will strengthen your customers' attachment to your business. With SMS, your campaigns can be programmed easily and in no time!

Enriching your customer file

Competition is fierce in the catering industry. That's why it's vital for you to grow your customer database. The key to keeping this file up to date is your customers' telephone numbers.

There are many ways to achieve customer acquisition without spending a lot of money on advertising and the like. In fact, the use of SMS as a means of communication is not reserved for the elite. It can be used by any organization, whatever its size, needs or resources.

To give your business a low-cost boost, why not share a special re-opening offer with your contacts? On presentation of the SMS, a 10% discount could be offered on a cocktail or the menu of the day. The only limit is your imagination!

WHITE PAPER

New messaging channels for your business

Learn more about WhatsApp Business, RCS and others, and the new opportunities for your communication.

Best practices for successful SMS campaigns in the foodservice industry

A well thought-out SMS can make the difference between a customer confirms his reservation and another who forgets your table. To maximize the impact of your mailings, here are the essential rules to follow.

Respecting the legal framework and obtaining consent

Before any marketing communication, make sure your customers have given their consent to receive your messages. In France, the RGPD requires a clear and traceable opt-in, even for promotional messages sent to your existing customers. This step guarantees compliance, but also the deliverability of your SMS marketing campaigns.

On the other hand, in the case of notification or information (reservation reminders, for example), prior consent is not required.

Choosing the right time to send your SMS

Timing is everything. Send your messages when your customers are making their decisions:

Late morning to promote the lunch menu
In the early evening, to announce a special offer or an event
Avoid early-morning or late-night mailings, as they can be disruptive.

Take care of frequency and avoid spam

A relevant mailing is better than a series of messages sent too close together. A good practice is to limit promotional campaigns to a maximum of 1 or 2 per week, giving priority to quality content.

Personalize and segment your messages

Address your customers by their first name and tailor your offers to their habits. Use the personalization variables to insert into your messages to do this.

Test, analyze and optimize

Perform A/B tests to compare different texts, schedules or offers. Analyze open, click and conversion rates to refine your future campaigns. Successful SMS marketing is always the result of a continuous improvement process.

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September 09, 2024 - 7 min read

Succeed in your customer strategy with the SMS

Elsa Paparone

Introduction

Clienteling is an essential strategy for companies wishing to cultivate more personalized and lasting relationships with their customers. It's based on personalizing the customer experience by taking into account specific preferences and purchasing behaviors. And this technique for optimizing the sales process has a key ally in SMS.

Let's find out together, in this article, what clienteling is, how to implement it on your scale and why SMS is the tool to integrate into your preferred communication channels.

What is clienteling? Definition

Clienteling is a marketing technique for managing the relationship between your company and its customers. Its aim is to provide a personalized, engaging experience for your customers. This approach is based on the definition of specific criteria, obviously differentiating them from those established by your competitors, and then the thoughtful use of this data (preferences and purchasing behavior) to create customized interactions.

Clienteling has been used for many years in the retail sector, particularly in luxury goods, where it is important to build lasting relationships with customers. The "personal shopper" is the emblem of the practice, acting as a personal consultant for the most affluent customers. Brands use the information gathered to recommend specific products, propose exclusive offers, and organize private events or personalized appointments.

Case study 1:

Mrs X recently ordered a cream for a specific problem on the website of a leading cosmetics brand. At the point of sale, the consultant who takes care of her, armed with this information, is able to offer her a personalized experience (and more): an exclusive presentation of a new product range, feedback, an invitation to the brand's next private events... All in a dedicated lounge.

💡 The aim of clienteling is to go beyond the act of selling to create an ongoing, trusting relationship with the customer. You offer them a unique experience tailored to their individual needs. Of course, this strategy isn't just for high-end brands: small and medium-sized businesses can also use it.

Case study 2:

Whether you're an independent wine merchant or run a grocery store, organize exclusive product tastings for your best customers. These events not only offer a unique experience, but also help strengthen the relationship with customers outside the traditional purchasing act.

Case study 3:

If you own an outdoor furniture store, contact your customers soon after their purchase to make sure they're satisfied. For example, if you've sold a garden shed, offer the buyer maintenance tips.

Case study 4:

If you own an independent bookshop, why not offer a loyalty program loyalty program based SMS based on customers' reading preferences? For example, offer a book after the purchase of several books of a certain genre or favorite author. In fact, this is currently the most successful business model in existence.

GOING FURTHER

Optimized customer relations. 10 tips for notifying and building loyalty with SMS

In this guide, identify the touch points where SMS improves the customer experience.

Why clienteling?

Today's consumers are faced with more choices than ever before. Offer the experience that makes the difference. It's all about making each customer feel unique, understood and valued. Adapt to their characteristics to offer them the most appropriate experience possible.

A clienteling strategy, based on the collection of precise data on your targets, will enable your services to propose personalized offers, reinforcing the commitment of your customers, who will feel valued. These actions will encourage them to return and remain loyal to your brand.

By anticipating their needs, you can increase your sales. Your customers will be more inclined to buy if they feel they are known and recognized, if their opinions are taken into account, if they receive timely, relevant recommendations.

At the same time, clienteling will take your brand image to the next level, because a company with this kind of personalized service shows that it cares about its customers and is fully committed to their satisfaction.

As well as personalizing and enhancing your image, you'll also be able to benefit from the feedback you receive from your invested customers. Clienteling takes customer satisfaction from start to finish, enabling you to optimize your products and services right down to the design stage.

SUCCESS STORY

How does Maison Saint-Gobain guarantee optimal customer activation and follow-up with Time2Chat?

How do I set up clienteling?

Define your buyer personas

Every effective marketing strategy (and clienteling is no exception) starts with a good understanding of the consumer. Various tools are available to help you perfect this (CRM, marketing automation tools, etc.). By enriching your database, you'll be able to make the marketing and sales decisions best suited to the profile of your ideal customer.

The next step is to draw up an exhaustive list of the characteristics of this ideal customer (lifestyle and consumption habits). Drawing up these fictitious customer files enables you to segment your customer base broadly, because remember, clienteling aims to establish preferential treatment for EACH of your customers. There will be as many schemes as there are customers.

Clienteling means drawing on all these typologies to implement strategic actions that will contribute to both business development and customer satisfaction.

Tracking data

One can't exist without the other, and tracking the data collected is essential to the implementation of any marketing strategy. Once the data has been collected, the company follows it up to personalize the services delivered to its customers. Your in-store and telephone sales staff will be responsible for updating your databases and referring to them each time they come into contact with a customer.

Choosing the right communication channels

For example, brick-and-mortar retailers can equip their stores with digital kiosks, which can be used in a variety of ways. They can be used to ask your visitors about their needs when they're looking for information, or to offer experiences that are both interactive and creative. Of course, the equipment is not there to replace human intervention, but rather to support your sales staff and help them offer an enriched experience.

The tools used can intervene at any time, before the purchase to target the customer's needs, during the purchase to personalize the offer, or afterwards to maintain contact with the customer and encourage him to carry out defined actions.

The brand must also adapt to the communication channels of the generations it targets, and make itself available to them at all times - RE - A- CTI-VI-TÉ. Indeed, your customers must be able to visit your website to discover your services, be able to ask questions from an instant messaging system - why not a mobile one? Like WhatsApp Business for example, visit your store if need be, or interact with you on social networks.

GOING FURTHER

SMS or email? The ultimate comparison

The usefulness of SMS in a clienteling strategy

A direct, personal channel

SMS is the most direct communication channel. Unlike its main competitor, email, it has an exceptionally high open rate, often estimated at over 90% within minutes of receipt. This is in contrast to emails, which can remain for hours or even days without triggering any action.

This level of engagement makes it the ideal tool for reaching customers quickly and in a personalized way.

As part of the clienteling process, SMS can be used to communicate essential information, such as special offers, invitations to exclusive events, or personalized advice based on the customer's preferences and past purchases. For example, a customer who has recently purchased a fashion item could receive a SMS suggesting a complementary accessory, thus strengthening the customer-brand relationship.

Examples of SMS :

[SenderID]

Hello [First name], we've got you covered! Join us on Thursday 15/10 from 7pm in your favorite grocery store for an exclusive tasting of back-to-school products. See you soon! 🍷🧀

[SenderID]

Hi [First name]! You're going to love our new collection of ultra-comfortable and trendy sportswear. Get 10% off your next purchase with code SPORT10. 💪👟

[SenderID]

Hello [First name], your miles are waiting for you! 🌟 Use your points for a free flight or upgrade. Check out our special destinations and book today. Thank you for your trust!

[36037]

Hi [First name], coming back to [Destination] soon? Take advantage of a 15% discount on your next flight to [Destination]. Treat yourself to a trip in style with our loyalty program. 🌍🛫

GOING FURTHER

Improve your customer relations with 60 examples of SMS notification

Discover our selection of examples to inspire your first messages.

An instant, customizable channel

These days, almost everyone owns a smartphone, and in a world where time is a precious resource, the immediacy of SMS is a major asset. Reach your customers directly, at any time, in the palm of their hand.

It enables companies to react quickly to events or take advantage of opportunities in real time. Inform your most loyal customers of a flash sale or a new collection as soon as it arrives. This kind of responsiveness, combined with the personalization offered by SMS (variable names, products, dates, e-mails, etc.), is at the heart of the customer experience.

Strengthening the relationship of trust

Used in a relevant and non-intrusive way, the short message helps to strengthen the relationship of trust between your company and your customers. By sending relevant messages, you demonstrate your understanding of their needs and expectations. Don't forget that this feeling of recognition and importance is essential in clienteling, where the aim is to create long-term relationships.

Use cases

The luxury retail sector has long understood this, offering a customer experience that lives up to the expectations of their demanding clientele. In fact, you've probably already had a clienteling experience without even realizing it.

Airlines also offer programs for their most loyal customers - frequent flyers - in the form of lounge access, mileage points and so on.

Cosmetics brands are particularly fond of this, installing kiosks offering personalized skin diagnostics as part of their marketing campaigns.

Conclusion

Mobile messaging via SMS or its instant messaging variants (WhatsApp Business, RCS) appears to be a powerful tool in the implementation of a customer relationship strategy. Its direct nature, the ability to personalize content and its ability to meet the need for constant responsiveness make it a privileged channel for maintaining and strengthening customer relations. By integrating it in an intelligent and measured way, companies can transform every interaction into an opportunity for lasting customer engagement, with customers becoming their best ambassadors.

Create your free account

Try out our SMS platform and benefit from 20 free test credits, with no obligation.

Need more info?

We look forward to hearing from you.

Triple your conversion rate with ultra-targeted RCS campaigns

El potencial de interacción es la principal ventaja de RCS — Rich Communication Service —, el sucesor de los SMS. Fue esta promesa la que atrajo a Panda Tea, una marca comprometida de tés e infusiones para el bienestar, y la convenció para lanzar su primera campaña RCS en colaboración con smsmode^©.

18 495

RCS SENT

10%

RCS COMPATIBLE CONTACTS

16,26%

CLICK TO BUY

ABOUT

Panda Tea is a brand of wellness teas and infusions that develops premium organic blends. Launched in 2017, by 3 brothers, Panda Tea has a community of 300,000 tea lovers. 30 million cups of tea have already been served.

SECTOR OF ACTIVITY

E-commerce

COMPANY SIZE

10 employees

CREATION DATE

2017

LOCATION

France

CHANNELS - RCS

INTEGRATION - Google Dialogflow bot

USE CASES - marketing campaign

Download the Panda Tea success story

You may also, for legitimate reasons, object to the processing of your personal data. If you wish to exercise these rights, please send an e-mail to dpo(at)smsmode.com.

use RCS as a new drive for advertising campaigns

A drive-to-web campaign

As a strong supporter of mobile marketing, Panda Tea regularly runs advertising campaigns during the year highlights such as sales, Black Friday, Christmas, etc.

Panda Tea wanted to launch an RCS campaign in partnership with smsmode^©. The goal was to explore the possibilities of RCS and to bring a new dynamic tto the brand’s communication.
The campaign is focused on highlighting the end-of-year products (teas, boxes, infusions, etc.), with buttons and a carousel (image and description of products following the link).

Our main objective is to generate traffic to our website and the RCS is a promising and appropriate channel that allowed us to use images, buttons and carousels in our campaign, which SMS does not allow.

Alexandre Ali, co-founder of Panda Tea

RESULTS OF THE PANDA TEA RCS CAMPAIGN

92,78%

READING RATE

7,23%

CLICK-THROUGH RATE

16,26%

CONVERSION RATE

1,2%

UNSUBSCRIBE RATE

benefits from the RCS marketing power

The remarkable performance of the new channel

The campaign was sent to RCS-enabled mobile phone numbers from the contact base used for the SMS advertising campaigns. More than 18.000 Panda Tea customers benefited from a dynamic, simple and direct interaction through this new enhanced mobile experience.

The statistics and link tracking features have made it possible to monitor and analyse the results of the RCS in real time. And the results are remarkable!
92.78% of the RCS were read, 75% of which were read within an hour of being sent, rivalling the already exceptional performance of SMS.

And the other performances are not to be outdone: with a click-through rate of 7.23%, a conversion rate of 16.26% — 3 times higher than the SMS campaigns usually carried out by the brand— and an unsubscription rate of 1.2%, the RCS proves its effectiveness.

The results of this campaign corroborated our forecasts: this new mobile messaging channel is clearly positioned as a “drive to Web” tool for e-commerce which, moreover, has a direct impact on sales.

Fabien Andraud, head of sales smsmode^©

imagining new uses for e-commerce

RCS, a marketing channel of the future

Panda Tea is one of the first French brands to implement communication via RCS.
The first lessons for the use of this brand new technology in the e-commerce sector are emerging:

The RCS is proving to be suitable for our business sector e-commerce. This first campaign showed a direct impact on drive-to-web. We now want to launch an RCS campaign based on a conversational scenario: it would be a perfect medium to introduce a new product or a new product range.

Alexandre Ali, co-founder of Panda Tea