Combining Online and Offline Tools of Marketing to Provide Best Service and Customer Retention

Abstract

In a highly competitive environment as the food service industry is essential for each business to find balance between online and offline marketing tools in order to improve its customer experience and retention. This applied project explores how combining digital marketing strategies with traditional in-person experiences can enhance an improved service and customer loyalty. The project was conducted using a mixed-method approach, where the primary research collected data from a survey to understand the customers behaviours and an interview with the owner of a restaurant in Dublin to get some insights about the marketing tools. Secondary research was based in the data analysis of Instagram and academic literature on marketing, communication, service experience and consumer behavior. The findings of the primary research shows that online marketing has more impact nowadays and Instagram posts and reviews influence customer decisions before visiting a restaurant. However, the offline approach, such as friendly service, the atmosphere and in-store promotions are still valid and are crucial for retention. The secondary research confirmed the findings of the primary research, evidence that nowadays customer experience starts with online engagement and ends in the visit to the physical place and the service quality. The triangulation analysis evidences a complementary relation between online and offline tools, where a mixed approach combining digital attraction and high quality service experience, is a sustainable strategy for customer loyalty and engagement. The applied project concludes with some practical recommendations that enhance marketing strategies that improve customer experience and retention.