Block’s XYZ Square and OpenTable are expanding their preferred partnership to more closely connect reservation, guest, payment and transaction data across their platforms. The enhanced integration will combine OpenTable’s reservation history, booking behavior, dining preferences and guest information with Square’s order, payment, spending and operational data, giving restaurant operators a more complete view of the customer journey from booking through payment and repeat visits.

For restaurants, the integration could make it easier to link reservations with actual revenues, identify high-value and frequent guests, track spending patterns and use those insights to improve loyalty programs, personalized marketing and customer engagement. It could also help restaurants deliver more tailored service by giving staff better visibility into guest preferences and past behavior.

Originally published on zacks.com, part of the BLOX Digital Content Exchange.

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