The Fox at Peasemore, a remote country pub in a picturesque Berkshire village, was this week awarded the Newbury Weekly News’ Best in Business Award for the ‘Best Use of Technology in Marketing’. This achievement for pub owners Phil & Lauren Davison is made all the more remarkable when you consider that Newbury, dubbed ‘UK’s Silicon Valley’, has the highest ‘digital density’ of any UK town or city.
The Fox at Peasemore is a truly rural country pub; a free house nestled in the beautiful, remote village of Peasemore. When Phil & Lauren took over the pub it was closed down and dilapidated, and they took a huge risk, selling their home and leaving their successful tenancy of 16 years to buy the pub, believing in their vision for the business and their ability to make that a reality. As a result, they have been able to create a successful business that not only brings in a great trade to the local economy but has also returned a valuable community hub to the village of Peasemore.
The ‘Best Technology in Marketing’ Award was given to The Fox in response to their unique customer reward and CRM platform, designed to develop the lifetime value of pub customers. The CRM platform is designed to work in the background of a pub business, keeping their marketing operation slick, automated and consistent, whilst allowing licensees to focus on their customers, and running their business. The smart technology that drives the platform also allows licensees to track customer spend, identify their top spenders and understand customer behaviour.
Phil Davison, licensee and industry consultant has spent the last 10 years building this platform. He is thrilled to see it recognised for the game-changing potential it has for pub businesses. This platform, unlike other CRM platforms or loyalty programmes, is designed to nurture meaningful, long-term relationships with customers via personalised communication, rewarding loyalty in a relevant and personal way, and Phil is excited to share it with other licensees looking to modernise their marketing in 2020.
Phil Davison, Licensee & Owner said: “It is my fundamental belief that it’s not my customers job to remember to visit my pub, but rather my job to remind them. That belief forms the basis of everything we do to market The Fox at Peasemore, and to help other licensees market their businesses too.”
