The customer journey

No Comments

The Princess Victoria is a traditional English pub located just off Kensington High St.  Following a history of change the new owners transformed it making it far more comfortable and aspirational.

Whilst the insides and upstairs were transformed the venue still lacked the ability to drive footfall, which is where Magnify came to have a look.

Following a marketing review it was found that

although the venue itself was great, the external awareness and customer journey experience were holding it back. It also had a lack of consistent branding that ran through the venue.

These issues were addressed one by one to drive change to this business with so much potential.

Externally the venue had confusing messaging that had little impact.

Therefore following a branding exercise a consistent approach was used to capture external awareness.

This was achieved by improved A-board messaging (changeable for day to night) wall boards and improved menu box.

A new menu was created to have more impact in the pub.

 

The improved layout was designed to increase spend as well as reinforce the quality of the food coming out of the kitchen.

The back bar was merchandised to present itself better and encourage customer purchase.

The venue had a great upstairs but the entrance to it was quite small, so bar communication was created to highlight the fantastic space upstairs.

Finally the venue had screens that were underused so a series of communication was created to use them to better effect whilst still in keeping with the premium environment.

The internal changes whilst having a positive effect was not the full story.  The new changes had to be communicated to its wider audience.

Therefore local hotels without dining facilities were identified (within walking distance) and offered incentives to encourage their guests to dine at the venue.

To target local residents a bespoke mailer was produced with an incentive to visit.

Like many locations although you can be round the corner if you are not on your neighbours regular route to the shop or station they may not event know you are their!

All these changes individually do not make a difference, but a lot of changes made at the same time do.  The venue enjoyed new customers coming through the door which has made a positive impact on the business.

To view this case study as an e-book please click below;

http://issuu.com/magnifylondon/docs/princess_victoria_final_version_case_study

Following a career with Scottish & Newcastle, Slug & Lettuce and the Spirit group Paul formed Magnify marketing in 2005. Its aim to be a leading customer communications agency for the leisure and hospitality industry. Magnify Marketing has grown supporting large national organisations as well as leading edge independents. Proud of our team and work we always look to add value at every turn and be fun to work with..... as life is too short to be miserable!

We are Magnify Marketing

We passionately believe that engaging communication is a real source of business success in the leisure, retail and hospitality markets.

Sky Sports and BT Sport Announce First Batch of Televised Premier League Fixtures

Pubs and bars will be able to show action from all 20…
Continue reading
TFM Event

Magnify Marketing at TFM

Last week Magnify Marketing visited the Technology for Marketing event at The…
Continue reading

Chris Robshaw at Rileys Haymarket

When we received a call from Zeus Events to host a Chris…
Continue reading

Coral Live Stream Q&A Event

The 31st May 2016 saw not just an exciting pre Euro’s event…
Continue reading

Walkabout’s RWC Final

Well, after 46 fantastic games of rugby we now have our finalists,…
Continue reading

Rugby World Cup at Clockjack

As the Rugby World Cup comes to its dramatic end in London…
Continue reading

Coral launched as Walkabout’s official betting partner for the new season

Walkabout is kicking off the football season in style this season by…
Continue reading

Grand opening of Walkabout Brighton

Last week the Magnify team visited the grand opening of Walkabout in…
Continue reading
No Comments

Leave a Comment