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Call us on 0114 220 3000 for more info

Guest WiFi Solutions in Hospitality

How we help hotels, bars,

restaurants, coffee shops and

events spaces combine online

and offline customer data

This is called New Retail, where

the hospitality industry can

mirror online and offline worlds

of customer data and truly put

their visitors at the centre of

operations, IT infrastructure and

the customer experience.

Call us on 0114 220 3000 for more info Call us on 0114 220 3000 for more info Call us on 0114 220 3000 for more info

Digital transformation in hospitality

We want to identify and understand our customers, but we need the data to do it. Where is the

data going to come from? Without a clear, accurate and rich database of customer profiles and in-

depth segmentation, many hospitality business owners and brand managers are still trying to

identify who has visited or is actually in their venue at any given moment.

We’ve all heard how digital transformation can unlock the insights that will help you know your

customers. Applying this to your venue in order to capture the same insights you do online is the

key to transforming how you optimise your physical spaces.

The concept of ‘New Retail’ is changing the game

Companies utilise online business intelligence from website traffic, POS system purchase history,

loyalty program data, and social media statistics, among other sources, to understand customers.

Even so, not every customer can be identified, and there isn’t a lot of technology online to track

behaviour while customers are in venues.

Digitising the physical space of your venue to capture, analyse and action data of how different

customer profiles behave, from larger chains compared to smaller independent venues,

unlocks a wealth of insights.


How we can help you master New Retail

The cloud-based software sits over new or existing WiFi networks to collect, analyse, and action

insights about how your visitors, as well as customers, behave in your establishment.

Social WiFi enables customers to access WiFi via their social channels, or via a short form, and

unlocks previously inaccessible information. The WiFi and location analytics and automated

marketing tools then action this data with hyper-targeted campaigns pre, during, and post their

visit, accessible and reported on through an Admin Portal.

It’s all in the data

We’ve analysed 80 million unique individuals who had logged into WiFi across 480

million visits and 34,000 venues. We also took a look at the 1.2 billion anonymous

visits across those same venues to draw conclusions on customer behaviour.

Here’s what we found:

1

spend increases by 9%

2

customer spend increases by 24%


Achieving New Retail could mean a 9% to 24% increase in total customer spend

We took the overall return-rate figures of our network data and applied it to a sample of 100 visitors

to demonstrate how total spend could increase by achieving New Retail across venue locations based

on; unauthenticated, authenticated, and campaign customer data.

Based on the size and breadth of the data analysed, the potential

impact speaks volumes

Unauthenticated users are based on visitors who didn’t log into WiFi, but companies can still

see they’re there and therefore track behaviour. With no means to identify, and an average spend of

£10 - that’s 75% of visitors never seen again. Authenticated users are those that logged into WiFi

and who’re now identifiable via the captive portal. From here, companies see an increase in the

total number of visits and spend to 9%. Just by switching on WiFi and being greeted with a

personalised page, the return rates and spend are higher.

Where users are logged on to WiFi and are then sent a personalised email or SMS, companies see

an incredible 24% increase in total spend from the original unauthenticated users.


Understand customer behaviour in real-time

Whenever a customer walks into your venue there is a plethora of data that can be captured, such

as first & last visit, foot traffic behaviour, and dwell times throughout the days and weeks.

This de-identified, unauthenticated data helps establish conversion & bounce rates, and average

dwell times across individual & group venues, as well as specific departments. All of this can be

exported using API’s to other online and POS data for a robust profiling of your customers and

venues.

What can you do with this information?

Identify busy periods throughout the week to optimise staff timesheets, establish best positioning for walkways and seating, displays and food counters to improve customer queue lengths and wait times.

Trial different in-venue displays & advertising posters and monitor the average conversion rate of people who walked into your venue. As conversion rates increase, set new benchmarks to further improve bounce rates and increase conversion.


Create a rich, accurate CRM of customer profiles

When a visior logs onto your WiFi you have an opportunity to collect accurate information of

those you know are in your venue, whether they make a purchase or not, and create in-depth

customer segments across locations. We call these customers authenticated users. The seamless

login feature also means the system remembers their details for the next time they visit for a

superior experience.

This information can be used to increase return rates, design engaging content based on customer

interests, dwell times, operational efficiencies and spend, to increase return visits, reward loyalty

and design a truly bespoke experience. The WiFi and location analytics software provides

hospitality businesses with the platform to engage customers and monetise the data being

captured. WiFi is no longer a utility, it’s an engagement tool!

Case examples:

Use Socal WiFi logins

(Facebook, Twitter,

Instagram, etc) to

capture details

of who’s in and who’s

been to your venue.

Use offline and

online splash pages

to promote daily

offers, events or

happy hours across

individual or group

venues.

Promote new food

and drink items, or

the new seasonal

room rate, and track

voucher code

authentications for

ROI.

Greet customers by

their first name and

in their own native

language for a truly

personalised

experience.


Action insights with Campaigns in real-time

Design beautiful email & SMS campaigns with the in-built campaign builder and LogicFlow tools.

Report on and use real-time visitor demographic, social and behaviour insights to gain visibility on

digital voucher campaigns, new product items, and the impact they have on different customer

segments.

• Export data to uncover a new depth of customer insights.

• Use LogicFlow, the inbuilt automated marketing tool, to design beautiful campaigns

with easy drag-and-drop features.

• Integrate with connectors and apps, such as MailChimp, Dotmailer and Salesforce,

to send hyper-targeted, relevant marketing campaigns.

• Send timely micro-surveys on a 24 hour delay after a customer visits your venue to

generate valuable feedback on their experience.


CONTACT US

For more info, to arrange an online demo,

fix up a face-to-face meeting with a member of our team, or just a general chat,

get in touch.

E: [email protected]

T: 0114 220 3000

www.thedigitalgroup.co.uk

696 Bourke Street

3000 Melbourne

+61 2 8520 3317

mailto:[email protected]

http://www.thedigitalgroup.co.uk/

https://purple.ai/contact/?utm_source=Vertical&utm_medium=QSR&utm_campaign=Content



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