Category Archives: Data

The 3 Things Every Bar Needs at its Core to Thrive

Running a bar or nightclub isn’t easy. There are a lot of areas that need to work together to ensure your success. Yet, our industry still operates in silos, using different systems for different sections – oftentimes leading to missed data and opportunities. Meanwhile, online industries like Amazon have gotten so savvy they’re able to send recommendations based on past habits and send reminders based on timing. As a result, this is the level of service your guests have come to expect.


That’s why in today’s digitally-driven environment, it’s no longer sufficient to make assumptions on how your venue is performing and who your guests are. It’s also no longer sufficient to just focus on the data from one area of your business. This may have worked in years past, but it’s an outdated practice that cold cost you your venue.

So while we understand there are many things you need to run your venue, the following three are the core of what you need to be successful in 2019 and beyond.

ID Scanning

You already ID and verify each person that walks through your door. Take this a step further with license scanning technology that not only scans and verifies each person, but also collects data on each person to build your guest database. This is the best way to know exactly who came into your venue each and every night, complete with your gender breakdown, where your customers are coming from, your age breakdown, and which customers are repeat vs first-time customers. You also have access to your digital 86 list as well as a city-wide ban list to keep your venue safe. This tool acts as your guide in better decision making for a process that was already mandatory. And with a solution like Vēmos, all of this is combined with your CRM system and analytics section to truly have that understanding of your whole business.

POS Integration

Speaking of uncovering your true performance, having your point of sale integrated into your operations system is an extremely powerful move. Now, not only do you have the ability to track your VIP table spend automatically, but you also gain insight on your entire bar. “But I can already do that,” you say? Sort of. The reality is POS systems are not in the business of providing their customers with great analytics; they focus on providing a great user experience for your bartenders during the night. Integrating your POS system takes that data and provides you with true analytics that allow you to better understand how your entire venue did rather just a segment. It can also tie to your CRM system to give insight on personalized spending. Now, you’re able to know who contributed to your $15,000 bar sales — was it one person who spent $15k? Did everyone who walked in make a purchase? This information matter so you’re able to replicate that night with a similar set of guests.

CRM System

All of this comes back to individualized data. After all, the new name of the game is experience, and personalized experience at that. You can’t provide your guests with personalized experiences if you don’t know who they are. Sure, you may know your top regulars who always come in. And while they’re important, the other hundreds of guests are equally as important to your business. The only way to capture this information is to have all your data tied back to your CRM system. This is what allows you to know each of your customers on a personal level — from how often hey come, to how much they spend, to their specific preferences. You can then use this data to filter your guests into like-minded groups to send targeted messages specifically to them. Now you’re able to provide a complete circle of personalized service both online and in-person.

These three tools are the core of what accelerates your capabilities. Having technology a part of your venue is no longer just about a reservation management system. It’s about a comprehensive appraoch that provides insight into your venue as a whole. With a combination of ID Scanning, POS integration, and a CRM system at your core, you now have the capabilities of providing that personalized service previously only available to the likes of Amazon. Safeguard your venue, target sharper, spend smarter, and create an unbelievable experience for every person walking through your door.

4 Ways to Build Your Bar with Guest Data

Do you know who your guests are? The ones who frequent your venue, who spend a lot of money, and who would be considered “loyal?” Many venues think they do, but few have the full picture.

Recognizing your guests’ faces or even their names is just the start. Imagine knowing how many times they’ve been to your bar or club, how many reservations they’ve made, how much money they’ve spent at the bar, and what their most popular drink purchases are. That’s valuable information, and that’s what’s going to propel you forward. And an ID scanning system tied to your point of sale is just what’s going to get you there. Not only does this increase your security and reduce your liability, but it also acts as the driving force behind building loyalty with your guests.

Here’s what you can uncover when you know your guests on a deeper level.

1. Better identify guests

I’ve been to bars that didn’t know which guests made up the biggest volume of sales. I’ve been to nightclubs where high-profile guests were stopped at the door by the bouncer and denied access, purely from the fact that the bouncer didn’t recognize that guest. This lack of understanding, communication, and identification is a threat to your venue. In the first instance, you’re losing out on increasing the average cost per transaction from that guest by not identifying the opportunity. In the second instance, not only did you not make money from that person that night, but that person is infinitely less likely to return to your venue. In an industry driven by providing great hospitality, knowing your guests is essential to maximizing your revenue.

2. Upsell guests before they walk through your doors

With the right ID scanning system, you’re able to collect data on all of your guests. This goes well beyond their name, age and other demographic information. We’re talking behavioral data. Notice it’s their 5th time coming in this month? Comp their first drink. Is it a regular attendee from your bar crowd? Upsell them to a VIP table right then and there, thanking them for their loyalty and letting them know you think they would enjoy their experience more this way. They’ll be more likely after this experience to continue to be a high value customer, become more loyal to your venue, and refer friends.

3. Provide personalized service

Your guests expect personalized service. They get it from nearly every other industry, so your business is no exception to them. When you have access to behavioral data, you uncover key insights that allow you to provide this level of personalized service your guests have come to expect — how often that guests comes, what time of day they check in, how many visits they’ve had this month, what types of events or promotions drive them there, the list goes on. It’s with this information that you’re able to reward your guests for doing what they’re already doing — simply showing up — and begin to offer them personalized service well after they walk through your door.

4. Improve marketing efforts

When you combine an ID scanning system, a CRM system, and a point of sale system, you become unstoppable with your marketing. Now you have a database of rich guest information that combines meaningful demographic information with invaluable behavioral information. Use this information to send targeted, personal and relevant messages to individual guests. You can hyper target your digital ads directly to a segment of customers with a message that speaks 100% to them. You can segment your database into specific audiences and send a text message offer just to them. You no longer have to mass blast generic promotions into the unknown. When messages are personal and specific, it increases your marketing ROI so you can continue to reinvest in the actions that build your business.

ID Scanner: 3 Ways it Helps Your Bar

Checking IDs is commonly considered a necessary evil of serving alcohol. It’s not sexy. It’s not exciting. It’s a nuisance. But this nuisance is actually a huge asset to your nightclub, especially with the right technology. It’s no longer a matter of crossing your t’s and dotting your i’s. Using advanced technology to check IDs is the new way to protect your club while driving profit.

The Legal Aspect

More than 250 ID changes are made annually in the United States alone, and the creation of fraudulent IDs will continue to advance. This is a deadly combination. It’s neither smart nor fair to leave the burden of identifying outdated or fraudulent IDs with your doormen. Once a minor is approved and served, litigation may be right around the corner.

While legal repercussions vary by state and circumstances, the license holder found in violation of alcohol furnishing laws can receive anything from a fine to a suspension to a revocation of the liquor license. This liability begins with the first drink. It doesn’t matter whether or not a minor exhibits signs of intoxication, if there’s alcohol in the blood system, then your nightclub is liable. And should your license get revoked, you’ll have to wait at least six months before you can apply for another, which will likely be more difficult and costly due to the revocation on your record.

Maintain a Secure Environment

Not only can electronic ID scanning systems deter minors from entering your club, but they can also mitigate risks associated with unlawful incidents. Advanced ID scanning systems have the functionality to:

  • Keep track of people who might become too intoxicated, start fights or commit other crimes
  • Identify involved parties, including staff, when an incident occurs
  • Provide past incident information to help make more educated decisions on who does and doesn’t get into your club

Maintaining a secure environment minimizes costs associated with insurance, repairs, fines, and enforcement. What’s more is it provides an enjoyable atmosphere for your patrons, which translates to a more profitable establishment.

Improve Customer Relationships

Better data means better business, and better business starts with great customer service. The more you know about your customers, the better you can communicate with them and develop lasting relationships. Electronic ID scanners allow you to collect information in the blink of an eye, such as customer demographics, frequency of visits, male to female ratio, and customer contact information. This information leads to better communication, management and, ultimately, profit.


​Whitney Larson is the president at Vēmos. Contact her at whitney.larson@vemos.io.

3 Tips to Create an Connected Nightclub

Interconnectivity is one of the hardest and most difficult areas for venues, from both a personnel and technology standpoint. Nights get busy, staff becomes overwhelmed and the implemented technology systems work independently of each other. And when nothing is communicated between the necessary personnel or technology, operations, customer service and revenue suffer.

Here are 3 tips to use interconnectivity to your advantage.

1. Technology as efficiency tools

The list of technology available is impressive. There are point of sale systems, reservation management software, employee scheduling programs and customer relationship management systems. But unless these technologies are programmed to connect to each other, the data and processes will ultimately be useless. Why bother with 4 different technologies if it’s going to add 4 different processes to you club? Technology should not be complicated. In fact, it should be used as a tool to save time and money while enhancing customer experience.

Look for technology solutions that improve efficiency across the board. These solutions should interact to correlate information from multiple sources and uncover key statistics about your business. When you have multiple areas of your club, or even multiple clubs for that matter, you need a solution that combines everything into one central spot to save and possibly even increase your time and money.

2. Information sharing

Many clubs suffer from a lack of information sharing. Everyone should be looped in at some level on important club-related information, such as expectations, guidelines, new processes, and new technologies. Even collected club data can help staff understand what is and isn’t working and how to improve. Giving staff access (even if it’s limited access) to a technology solution that combines information in one spot is an efficient way to get everyone on the same page.

3. Inter-staff communication

Your customers interact with multiple members of your staff on any given night. That’s why it’s crucial for each staff member to be adequately trained to handle any type of customer, including VIP customers, and work with one another to give the impression that your club is well run. Your VIP customer will likely encounter your door host, waitresses, bottle service host, security personnel, bus boys and any other support staff during the night. Customer experience is elevated when each one of these staff members knows the customer and is trained to serve him/her. When VIP customers are stopped at the door due to lack of communication or aren’t treated with VIP status from staff, they’re unlikely to return. Technology that houses information about customers, reservations and analytics, and is available to appropriate staff, aids in this communication and experience.


Parag Shah is the director of Vēmos. Contact him at parag.shah@vemos.io.

Insights: The Powerful Weapon Behind Your Success

There’s a lot of factors that go into a successful bar or nightclub. While there’s no one-size-fits-all model that works across the board, there is one element that has a direct impact on every business’ success: your data and your ability to pull insights from that data. Your data is the key to understanding what builds your business up, and what tears your business down. But data in and of itself is overwhelming and lacks direction. That’s where insights come in.

Insights are the story behind your raw data points; the why behind the numbers. When you have insights, you have action. And it’s that action that continues to propel your business forward.

The good news is it’s no longer complicated to track, compile, and understand all your data from across your venue to create your own personal insights storyboard. There are solutions built specifically for nightlife venues that automates all of this for you so you don’t have to be a data scientist to figure all this out.

Here’s how you can use your insights to boost your results.

1. Make your nights more predictable.

Today’s Reality: Few venues today have an accurate idea of what each night will hold. Doors open, guests walk through, and the night happens. At the end, you pull your reports to see what performance was like. It’s an incredibly unpredictable model, which makes it hard to understand before you open how your night will translate to revenue, operating expenses, and overall profit.

Data’s Fix: The key to measuring the success of your venue and getting it to a point of predictability is knowing exactly how you’re performing, and that means knowing your numbers. You’re likely already doing this with your end of night reports. However, they’re a reactive look at how your night went, and is often presented in spreadsheet format that you need to make sense of. Other numbers to know is your staff productivity, your product inventory and its sellable rate, and your guests’ actions throughout the night. Without data on any of these items, you’re spending every day guessing until you’re no longer able to make ends meet. But just having the raw numbers alone isn’t enough to drive longterm success.

Insight’s Power: Longterm success comes when you understand the why behind the numbers. That’s what insights provide. They’re powerful triggers that you can leverage to build even more business. Which staff member has the highest up-selling rate? Assign them to your best VIP table or schedule them during the highest selling hours behind the bar. Does your main bar get so slammed at 11:30pm that you’re over capacity and no longer churning drinks at a rate you need to make money? Consider opening a popup bar at another location at that time to speed up your flow and increase drink orders. What can you expect in sales this Thursday based on the past four Thursdays’ results? And how does that compare to your Saturdays? These are the questions you’ll begin to have answers to, and with those answers come smarter decisions to make even more money.


2. Shine a spotlight to decrease unnecessary costs.

Today’s Reality: When your nights are unpredictable, you tend to get stuck in the rut of doing the same thing day in and day out. This tends to be out of habit and out of your actions superficially appearing to be working.

Data’s Fix: Without data to back your actions, the reality is you don’t know what is and isn’t working to get guests through your door and spending money. You end up operating blind and oftentimes spend too much of your money pumping it into activities that aren’t working or causing you to lose money.

Insight’s Power: Data allows you to get clarity on the actions you’re doing. Insights empower you to make smart decisions about the data that’s presented. For example, you see in your end of night reports (i.e. raw data) that you’re breaking even with your overhead and sales, but your overall sales seem on par with what you’d expect. When data is presented as a storyboard, you get insights on the different factors that’s causing this. Rather than comparing spreadsheets, you now clearly see that you’re staffing for far more guests than is realistic at 8pm, when you’d be better allocating those staffing needs until 11pm. Maybe you realize you’re paying your promoters a per-guest fee when the guests they bring in don’t end up spending any money once they’re inside your venue. These insights allow you to know where you’re overspending and cut costs accordingly.


3. Improve marketing efforts.

Today’s Reality: Speaking of knowing where you’re overspending, marketing is one of those places you’re likely throwing money in the wrong places. You have a general idea of which channels to market on – social media, in-venue specials, text messages. But you’re not sure which actions are actually driving people through the door while simultaneously earning you more spending per guest.

Data’s Fix: Marketing is incredibly measurable now, especially with digital at the forefront. When you track your marketing efforts, you’re able to see exactly what drives traffic and results. So while a third-party website may claim to have garnered you 100,000 impressions, you know that it actually only got you 3 clicks and $0 in return. Now you know not to spend money there in the future and redistribute those dollars toward activities you know work for you.

Insight’s Power: With insights, you can take your marketing to the next level and distribute personalized, habit-based promotions to each individual. Think in the likes of Amazon and Starbucks, each of which send individual consumers messages that are based on their buying habits. Notice that a guest typically drinks a rum and Coke rail drink? Send them an offer to try a rum-based signature cocktail you think they’d like. Notice a guest hasn’t attended your venue in several weeks? Reach out to them to get them back in. Notice it’s a guest’s 10th visit this month? Give them a reward or upgrade them for their loyalty.


When all of your data is combined into one system and works together to tell your personal story, you get to see insights on how your guest’s habits affect your sales, inventory and staffing needs. This story (also known as your insights) is what empowers you to make data-driven decisions that boosts your business even more.