Customer loyalty
Gastro
Cafe
First visit → Second visit in 7 days: The onboarding funnel for cafés & bakeries
Why the second visit changes everything
After the first purchase, habit has not yet set in. The window for the decision “I will come back” is open – but only briefly. A clear onboarding funnel turns the first “Nice” into a “I’m going there now”.
The 7-Day Funnel (Overview)
Day 0 (First Visit): friendly approach + visible incentive
Day 1: Thank you prompt (optional)
Day 3–4: gentle reminder
Day 6–7: Last call – “come back this week”
Building Block A – POS & Script
Counter Sign (A5): “Start today: collect stamps – without an app, in 10 seconds.”
Checkout Script (One Phrase):
“Do you like collecting stamps? Scan the QR, done – come back this week, then you’ll quickly reach your first reward.”
Optional Hand-Out: Mini-card with QR “Come back within 7 days – secure your progress”.
Building Block B – Return Mechanism
No App Compulsion: QR scan, digital stamp (e.g., Bonuzo).
Reward quickly accessible: first reward after 5–7 visits.
Reminder (only with consent): short email/WhatsApp: “You’re close!”
Building Block C – Timing of Prompts
Day 1 (Thank You): “Great to see you – your progress counts from now on. See you soon?”
Day 3–4: “Only 2 stamps left until [reward]. We are here 8–12 & 14–18 hours.”
Day 6–7: “Last chance for this week – we’ll collect your next stamp today.”
(Communication channel depending on consent: Email mini-newsletter, WhatsApp broadcast, Instagram DM after opt-in.)
Building Block D – Team & Routine
5-Min-Daily: Who speaks up? What time? Mini-competition “most activations”.
Mini-checklist at the checkout (laminated): Phrase + QR explanation.
Examples of non-monetary incentives
“Bring a friend – we’ll show you our new bean (mini-cupping).”
“Exclusive early tasting on Thursday, 30 min, max. 8 spots.”
“Pre-order & pick up – no queue.”
Measure & Optimize
KPIs:
Second Visit Rate = proportion of first-time buyers who return within 7 days.
Time to Return (median in days).
Scan Rate (proportion of first-time buyers who initiate QR/stamping).
Team Approach Rate (sample: How often was the phrase said?).
A/B Tests:
Sign text (e.g., “without app” vs. “10 seconds”),
Script variant,
Reminder day (Day 3 vs. Day 4).
Common Pitfalls
Too much information during the first visit → one sentence is enough.
Reward too far away → shorten.
No follow-ups → two short reminders are sufficient.
Conclusion
The second most important sale is the next visit. With a simple funnel of sign + phrase + scan + two reminders, you can make it predictable. The digital stamp card is not a must – but often the fastest way to establish a routine.
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