we talked about customer experience in your taproom and we are going to continue on that theme with identifying ways to get those customers who have had great experiences to spend more in the taproom.
If you provide a good experience to your customers, they will be more willing to spend additional money in the taproom. Tim Brady, owner of Whetstone Station Restaurant and Brewery in Brattleboro, VT and BA Brewery Ambassador gave a talk at both the Illinois Craft Brewers Conference and Iowa I-BEST conference on customer experience. Having a staff that is trained to provide excellent service will result in having their customers spend more in the taproom. One of his suggestions was to always try sell beer to go when closing out a tab with a customer, whether that was a six pack or a growler/crowler/howler. If your customer has had a great experience, they will want to continue that experience outside of your brewery. This is a great way to sell more beer to someone who is primed to purchase. Another way is making sure you charge for samples of beer. While this might seem counter-intuitive, by charging for a small sample of beer two things are happening. One, you are stating that your beer is valuable and is worth money even on a small scale. Two, charging for a sample invests the customer into the experience. You probably already sell flights of beers, but selling a sample of beer invites customers to purchase pints they might not have normally tried and expands their experience in the brewery.
Tim also talked about handling situations where customers did not have a good experience and using those situations to create a customer for life. His taproom and restaurant managers have the ability to give gift cards to customers who are not having a good experience on the spot. These gift cards were specifically tracked to see if the customer would come back and use it and more often than not, they would and it would give the brewery another chance to create a great customer experience for this person and ultimately have that person spend more money in the taproom.