The news: Square sellers can now access more insights about their guests through a deepened partnership with OpenTable, per a press release.

• Sellers can track guests’ reservation history, dining preferences, and transaction data within one profile.
• Sellers can connect reservation and transaction data together for more loyalty and personalized marketing opportunities.
• And restaurant owners can link bookings to spending, repeat visits, and lifetime value for a clearer understanding of guest behavior.

Why this matters: Square sellers can now look at reservation and transaction data in the same place. This helps sellers encourage repeat spending from patrons with targeted coupons or offerings based on visit frequency and spending patterns on particular dish and beverage preferences.

Implications for payment providers: Building tools that help restaurants offer better, more personalized service to customers can go a long way toward securing merchant loyalty.

• Giving servers granular insights like favorite wine vintages on handheld devices can impress patrons and bump up ticket sizes.
• Providers can also facilitate personalized offers around notable dates, like birthdays and anniversaries, to snag more loyalty from customers looking to celebrate.
• They can also help restaurants win back former frequent patrons with individualized offers and coupons.

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