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7/13/2007 | TESTIMONIAL: Rick Stanbridge, President, Fidelity Communications Corp., a maker of call management systems for pizzerias
This year was a really good show for us. We got to see a lot of new customers and people were spending money. We were very pleased with the quality of attendees and with the traffic. We’ve been coming for about five years now, and we’ve watched the show continue to grow. The pizza industry is doing well now, too, so we think the show reflected that.
In terms of sales, we always do well at NAPICS, and that’s why we come back. We see a lot of the smaller guys—regional companies and independents—who don’t go to the larger shows like
Las Vegas
and
Atlantic City
. Plus the show is long enough that we’re more able to spend quality time with customers, to answer their questions and listen to them.
This year we launched our new Retention product line, and that got people’s attention. There are three core products within it:
1. A courtesy call-back that lets customers know when the driver has left the store with their order. It tells them how much the order is and reminds them to have their money ready, and it tells them to leave the porch light on—or whatever message the pizzeria wants to convey.
2. We also have an automated survey feature that calls customers within an hour of receiving their order. (A computer calls) and asks a few simple questions about the customer’s experience: Was the order right? Was the food hot? Was the driver courteous? For answering the questions the customer gets a small reward, like a free order of breadsticks with their next order. We can survey 100 percent of a pizzeria’s customer base for about one-eighth the price of a mystery shopper.
3. Thirdly, it has a VIP Coupon feature that works a lot like a POS system’s marketing feature; it can bring up the names and addresses of customers who haven’t ordered in say, 30 days, and call them and make the customer a special offer, something they could respond to right then or within a limited period.
It’s fun having new products to talk about at the show. I think that’s part of why people come to shows like NAPICS.
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