TRG wins ‘Best use of data’ awards.

Last week at the Marketing on Mobile Awards, The Restaurant Group won the award for the ‘Best use of Data’ for having launched a data and CRM strategy to understand guest behaviour and ensure communications are relevant and personal. Its strategy began with its ‘Single View’ database, giving a complete picture of the guests’ interactions with the brand across all touchpoints, which was linked to its Electronic Vouchering Platform allowing traceability and measurement of marketing campaigns and offers. Marketing Director Sam Bourke said: “Guest insight is essential to making smarter business decisions and building relevant, rewarding and long-term relationships. The Restaurant Group’s guests are very loyal to our brands and our aim is to reward that loyalty in a relevant and personal way.”