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Meilleures pratiques de livraison locale avec Vente en ligne Square

Votre page de commande de Vente en ligne Square est une plaque tournante indispensable à votre activité en ligne. En mettant à profit votre page de commande en ligne, vous pouvez faire du remarketing auprès de vos clients et les fidéliser sans devoir payer de commissions sur des places de marché tierces.

Compte tenu de la forte renommée des places de marché tierces et de l’abondance de restaurants concurrents, la promotion de vos canaux de livraison directe locale de Livraison en interne peut sembler décourageante. À l’aide de cet article approfondi, vous apprendrez comment augmenter le trafic vers votre page de commande en ligne afin que les échanges se fassent directement entre vous et vos clients.

Mettez à profit vos paramètres de livraison, fonctions et frais.

Les frais de livraison facturés jouent un rôle important dans la fréquence à laquelle les clients commandent directement auprès de vous au lieu d’utiliser des applications de livraison ou de commander auprès de vos concurrents. Vous trouverez ici quelques conseils sur la façon de configurer vos paramètres, fonctions et frais de livraison afin de maximiser votre volume de commandes tout en protégeant vos bénéfices.

Charge a service fee 

If you plan to cover all or part of the delivery fee for In-House Delivery, consider offsetting that cost with a service fee. Customers tend to respond positively to low delivery fees, and since service fees are grouped with taxes at checkout, customers may be less price-sensitive to them. Remember that 100% of service fees go to you.

To add a service fee to your customers’ Square Online local delivery orders:

  1. From your Square Online Overview page, go to Fulfillment > Pickup & Delivery.
  2. Add your location if you haven’t already, or select Set up location or Edit by the location in question.
  3. Edit the Delivery settings.
  4. Under “Delivery & service fees,” toggle the service fee option on and enter the amount desired to offset the cost of the incurred local delivery fee.
  5. Select Save when finished.

Offer free delivery on orders over a certain amount

Encourage your customers to buy more from you by using free delivery as an incentive for larger In-House Delivery orders. To set up this option:

  1. From your Square Online Overview page, go to Fulfillment > Pickup & Delivery.
  2. Add your location if you haven’t already, or select Set up location or Edit by the location in question.
  3. Edit the Delivery settings.
  4. Under “Delivery & service fees,” toggle on the option to pay the full delivery fee for orders over a certain amount and enter the amount.
  5. Select Save when finished.

Set a minimum order amount

If you plan to cover part or all of your customers’ delivery fees, set a minimum delivery amount to make sure you aren’t offering delivery at a loss. To set up a minimum order amount:

  1. From your Square Online Overview page, go to Fulfillment > Pickup & Delivery.
  2. Add your location if you haven’t already, or select Set up location or Edit by the location in question.
  3. Edit the Delivery settings.
  4. Toggle the Minimum order amount option on and enter in your amount.
  5. Select Save when finished.

Create a delivery promo code

Encourage your customers to try your direct delivery service by offering them discount coupons on their first order with an exclusive promo code. You can set up online coupons from your Square Online Overview page in Items > Coupons or Shared Settings > Coupons.

Learn more about creating coupons in Square Online.

Créer une expérience concluante avec votre menu en ligne

Sans personnel sur place pour expliquer le menu ou transporter les articles de votre cuisine à la table, vos clients auront besoin d’un soutien et d’informations supplémentaires et personnalisés afin de s’assurer qu’ils choisissent le repas idéal et que celui-ci arrive à son destinataire comme le chef l’a prévu. Voici quelques conseils pour présenter les plats de votre menu en ligne.

Focus on visual appeal

When customers dine in, they can smell and see your food. With online ordering, you need to bring your virtual menu to life and tempt customers with eye-catching food photography instead. Include high-quality images of each menu item and ensure your dishes closely resemble these when they’re delivered to customers.

To add images of your menu items on your website:

  1. From your Square Online Overview page, go Items > Site Items.
  2. Select an item from your list or add a new item by selecting Create new item.
  3. Under Media, add images to your item.
  4. Complete all other edits to your item and select Save when finished.

Learn more about product images in Square Online.

Write clear and compelling descriptions

Online customers can’t question your staff as they can in your restaurant, so be sure to write clear descriptions of your dishes. List key ingredients alongside food restrictions and allergy warnings so that customers feel confident about placing their orders.

Changes to item descriptions sync between Square Online and your Square Item Library with item sync. You can disable item description sync in order to use rich text styling (e.g. bold, italics, and bulleted or numbered lists) in the item description editor to make your descriptions even clearer and easier to read.

To disable description sync between Square Online and your Square Item Library:

  1. From your Square Online Overview page, go to Items > Item Sync or Shared Settings > Item Sync.
  2. Under “Custom sync settings,” toggle off Sync item descriptions.

Learn more about selling food and drinks in Square Online.

Organize your menu with food categories

Make it easy for your customers to find what they’re looking for with categories. For example, you can divide your menu into starters, mains, desserts, sides, and drinks. You can also consider adding extra categories for food types such as meat, fish, and vegetarian to signal you can accommodate a broad range of customers.

To create a site category:

  1. From your Square Online Overview page, go to Items > Site Categories.
  2. Select Add Category.

Learn more about adding items and categories to Square Online.

Share your food safety measures

Many people are being more vigilant about health and safety. Be really clear about the range of measures your restaurant is taking to ensure safety when preparing and delivering food. For example, it might be that all of your delivery drivers wear masks and gloves. You could display this information as a banner on all or selected pages of your website, potentially with a link to further details.

Learn more about popups and adding text to your Square Online site so that your safety information is clearly visible and accessible to your customers.

Consider your packaging

Choose packaging that keeps your food as fresh as possible. For example, baked goods might require airtight containers, frozen meals likely need insulated packaging with refrigerant, and foods that bruise easily might need tight padding. Take this into consideration when you’re adapting your menu primarily for pickup and/or local delivery. Prioritize food that won’t require too much custom packaging, which can be expensive.

Offer dishes that travel well

Your customers will likely expect that the images of your food they see online look similar to the delivery orders that arrive at their doors. Your best bet is to choose dishes that can hold their shape when they travel.

If an order does require some assembly on the customer’s part, include directions and guidance in their delivery order to make sure your customers are still having a great experience with your cuisine (even at home). You can also add this information to your website.

Recreate experiences

As more customers turn to pickup and local delivery, they can long for the holistic experience of full-service dining. In addition to your standard online menu, consider crafting custom or prix-fixe menus around certain themes or nights of the week (e.g. date-night menu, movie-night menu, etc.) to help make dining at home feel more special or festive.

To set up menus based on certain days and times, try using time-based categories. Learn more about time-based categories in Square Online.

Faire connaître vos options de commande

L’un des principaux obstacles à la croissance du trafic de commandes directes en ligne des restaurants est que les clients ignorent tout simplement les options de commande disponibles dans leurs restaurants préférés. Il se peut également que de nombreux clients aient l’habitude de commander sur des places de marché tierces familières sans prendre en compte les commissions facturées au restaurant.

La bonne nouvelle est que vous possédez déjà un certain nombre de canaux marketing disponibles qui peuvent servir à informer et familiariser les clients avec votre service de livraison directe. Voici quelques conseils pour que les clients soient informés de vos offres de livraison.

On-site pop-ups and banners

Make your delivery offering hard to miss right on your website. Create an information banner that automatically pops up on-screen when customers visit your online ordering page. Use the popup banner to communicate delivery details, special promotions, or other important announcements.

To add a popup to your site, go to your Square Online Overview page and select Communications > Pop-Ups. Learn more about adding pop-ups to Square Online.

Add and update your review site profiles

Many customers look to reviews to discover and decide where to order. Making sure you have claimed these profiles and that the content is updated is crucial to directing traffic to your direct online ordering channel. Use this as an opportunity to promote your Square Online ordering page and delivery service. Ensure that your website URL is also updated.

Some top platforms include:

  • Tabelog
  • Foursquare
  • Tripadvisor
  • Facebook

Point dine-in customers to your online ordering page

Your in-store operations provide a useful platform to generate awareness among customers who already love your food. You can use a QR code for your Square Online site that’ll take customers to your site’s homepage. You can print out and include the QR code in pickup and local delivery orders, on your checkout counter, or anywhere else you think it might help increase your traffic.

To use a QR code for your Square Online site:

  1. From your Square Online Overview page, go to Website > Site Preferences.
  2. Under Site QR Code, select Manage QR Code.
  3. Choose to either Export QR Code or Print ordering card.

Note: Your site must be published to use the QR code.

Élargir votre présence sur les réseaux sociaux

Les réseaux sociaux sont un autre point de contact où vous pouvez informer vos clients et interagir avec eux. Veillez à avoir un lien direct vers votre page de commande en ligne sur vos pages de profil Instagram ou Facebook afin de proposer aux clients un autre moyen d’accéder à votre entreprise en ligne. Voici quelques conseils pour élargir votre présence sur les réseaux sociaux.

Allow orders from your social media profiles

With food ordering buttons directly on your Facebook and Instagram business profiles, customers will only be a tap away from placing a direct order right from your pages. Learn more about adding food ordering buttons to your profiles with Facebook Food Ordering.

Drive awareness with content

While much of what you post on social media should showcase your menu, you can also use it as a channel to drive awareness of your direct ordering options.

Tips for posting:

  • Since story posts refresh daily, you can repost promotional images more frequently to ensure your followers have the chance to view the post.
  • For both in-feed and story posts, you can add text captions to customize the information your followers see. For example, you can remind your followers of your website URL or that they can find the link in your profile’s bio.

Créer des promotions et des incitations

Encourager vos clients fidèles à commander directement auprès de vous peut s’avérer facile, mais faire concurrence à des applications de livraison tierces disposant d’une notoriété massive auprès des consommateurs et de moteurs promotionnels peut constituer un réel défi. Bien que ce ne soit pas une tâche facile, voici quelques propositions pour encourager les clients à commander directement auprès de vous.

Promo codes and discounts

Offer customers an exclusive discount for ordering directly from you. Consider sharing a promo code for your online ordering site via email or as a coupon placed inside order packaging.

For local delivery, offer your customers free delivery with coupons that automatically remove the delivery charge from your customer’s order total. This is a great way to encourage first-time orders on your site. You can also limit the number of uses per customer for this coupon type (like offering free delivery for first-time orders only).

Learn more about creating coupons in Square Online.

Exclusive menu items and pricing

While there may still be value in having your restaurant listed on third-party apps, consider how you can make your direct offering more attractive to customers by including exclusive menu offerings only available on your direct ordering page. 

To insulate margins, restaurants commonly increase their prices on third-party marketplaces. Offering lower prices via your direct ordering channel can encourage customers to order directly from you for a more affordable meal. To create exclusive menu offerings, learn more about offering hidden items in Square Online.