2011: a chance to make pubs more appealing

It's the new year, a time to reflect on the challenges and successes of the past 12 months and consider how to make the next even better. What resolutions can we make to give us a competitive edge and ensure we get our share of consumer spending? I believe the key promise for 2011 is to give customers even more for their money, every single visit.

There's plenty we can do to make what's on offer in our pubs more appealing. Giving all pub-goers true value, anticipating what they want and delivering it how they want it is pivotal. We know that's the quickest route to customer satisfaction and loyalty. Restricted choice, poor value and being out of touch with your market are sure to keep customers opting to entertain at home.

So, what more can we do to keep customers coming back to the pub? Lessons can be learnt from other industries. Creating loyalty is a key strategy for airlines, supermarkets and coffee shops — they know customers can be hard to win, but easy to lose.

Offering value to drive loyalty doesn't need to be complex. In fact, in pubs, it can be really simple. Meal deals, free soft drinks for kids, curry nights and entertainment are all easy ways to win over customers.

Last month, Coca-Cola's Designated Driver scheme did just that. For the third year running, we rewarded responsible drivers during the festive period by offering those who choose not to drink 'buy one, get one free' on Coca-Cola and Diet Coke.

The scheme continues to grow and has been a success. Why? Because it works on so many levels. It makes the most of increased footfall over Christmas; it's unique, relevant and well-timed; it's simple for staff to implement and customers to understand and we work with the Department for Transport's Think! Driver Friendly campaign.

The results since our scheme has been running speak for themselves, with 31% of Designated Driver pubs reporting their customers were staying longer and 74% saying their customers felt more positive about their pub as a result of

the initiative.

Designated Driver is in its relative infancy, but this is not just a short-term scheme to get measurable results immediately — this is for the long-term. As it grows and consumers become more aware, it will foster other reward schemes that make pub customers feel valued and ultimately, in 2011, keep them loyal to their local.

If value is to be the cornerstone of your approach to customer service, we need to

make it more visible, relevant and, above all, meaningful to consumers.