News

Bridg launches platform to make customer data 'more accessible' to foodservice

August 2, 2018

Bridg, a customer identification technology for brick-and-mortar retailers, is launching a platform designed to make guest data more accessible and actionable for foodservice establishments, according to a company press release. The Bridg Customer Data Platform, available this fall, offers foodservice businesses the same level of insight available to online retailers, said Amit Jain, founder and CEO of Bridg.

"Our research shows that the average brick-and-mortar business today is, at best, able to identify 15 to 20 percent of their consumers via a loyalty or other ‘opt-in' marketing program," Jain said in the release. "The Bridg Customer Data Platform gives operators access to an entirely new revenue opportunity – the other 80 percent of their guests existing in their historical POS data. Given the evolutions taking place across the restaurant and retail worlds, we believe precision, data-driven marketing is among the single largest opportunities for margin growth."

Bridg CDP takes valuable POS transaction data and combines it with loyalty and ordering data to create robust, individual  customer profiles, according to the release. The platform then augments with social media and other marketable identities, making it possible for brands to engage previously unreachable guests.

The technology powers a B2C CRM, giving marketers a powerful segment builder to create audiences for marketing on nearly any owned or paid channel, plus daily customer lifecycle insights, Jain said. With both opt-in and purchase data, Bridg CRM allows marketers to make decisions based on the most granular and accurate guest data available. The underlying Bridg CDP also makes data accessible through a variety of APIs, making it possible to input insights into enterprise environments.