Restaurant and retail marketers are constantly seeking a way to gain a competitive advantage over their competition. With an almost overwhelming amount of competition and constantly increasing advertising costs, more and more business owners are turning to WiFi marketing to help them seize the upper hand.
What is WiFi Marketing?
WiFi marketing is a relatively new marketing strategy for brick-and-mortar businesses. It uses the guest WiFi access point at your place of business. It anonymously monitors the behavior of customers who visit your store – even if they don’t login to your WiFi. This is an important feature that you should consider when choosing the right WiFi marketing solution for your business.
Many Wifi marketing solutions will only log customer presence if the customer logs into WiFi. Consequently, this seriously decreases the overall sample size of data collected.
The Bloom Intelligence Wifi marketing solution starts tracking anonymous customer data as soon as someone enters your location. These anonymous analytics show you foot traffic metrics of your actual customers, such as:
- First-time visitors
- Repeat visitors
- Dwell times
- Foot traffic by day of the week and hour of the day
- Customer repeat rates, and more.
These metrics are valuable to business owners when establishing baseline foot traffic tendencies, and when creating and monitoring results of existing and new marketing campaigns. Plus, you can use this data to optimize your operations by showing data about your location that you just were not able to see before.
Individual Customer Analytics
The true power of WiFi marketing ensues when customers login through your WiFi access point. When they attempt to log in, they are automatically taken to a WiFi landing page, or captive portal page. This a page that requires a user to enter certain information, such as their name or email address, before they are connected to the internet.
When this happens, the WiFi marketing and customer intelligence hub will find all previous data associated with that mobile device. This past and current data is then added into a detailed customer profile consisting of the customer’s demographic and behavior data. Then Bloom adds other customer data points from social media, online, POS, and other silos of customer data. From that point on, whenever the customer returns, whether they log in to WiFi or not, their individual customer behavior data will be tracked, and their customer profile will be updated.
Advanced Wifi marketing solutions give you the ability to do progressive profiling. This means that every time a customer returns and logs into your WiFi, they will be asked for a different piece of information that is missing from their customer profile. Over time, you will build the most complete and valuable customer list possible.
Clean, Validated Data
At times, customers may try to log in with a phony email address, or attempt to enter a bogus phone number or zip code. When this happens, analytics become skewed and marketing effectiveness decreases. If you’re marketing with unclean data, you’re simply leaving money on the table.
Make sure that when deciding upon a WiFi marketing and analytics solution that they are proactively and automatically cleaning all data collected. This means verifying email addresses in real time and restricting access until a verified email is entered. Phone numbers should contain an existing area code, and zip codes should be verified as well. The validation should have no effect on page load time or user experience.
With accurate cleaned data, you can increase the effectiveness of your email marketing campaigns. This is because you will not be sending emails to fake email addresses. At the same time, your WiFi marketing campaigns can be broken up into specific geographic regions. For instance, if you have multiple restaurants, you could send messages only to people in a specific zip code.
Another way to have the most accurate customer data is to eliminate the data collection from your staff, vendors, or any other non-customer who uses your WiFi access. This will give you more accurate data for dwell time averages, repeat visitor rates and other critical metrics.
Another feature you should look for in an enterprise WiFi marketing solution is the ability to filter, sort and segment your customer list based on the collected demographic and behavior data.
Bloom Intelligence allows users to filter and segment their customer profile database by any variables or combination of customer data Bloom collects. By segmenting your customer list into different groups, you’ll have the ability to create customer buyer personas.
Then you can use these customer personas to personalize your marketing, advertising, and your customer experience at your location.
Some examples of segmented lists might be:
- Customer who gave you a negative rating and are at risk of churning.
- Customers under 30 who have visited more than x times
- Customers whose average dwell time is under 20 minutes
- Men below 45 years old who have only visited your establishment once
- Women/Men who haven’t visited in over 3 months
Imagine the countless marketing opportunities you’ll be able to create when you can send specific messaging to specific lists.
Recent studies have shown that segmented email marketing provides an open rate that is 14.32% higher and, on average, almost twice as effective as non-targeted promotions. Segmenting your customer database for marketing and discovering your ideal customer groups to personalize your customers experience can increase your revenue and help your business grow.
Types of Segmented Customer Lists
There are two types of lists available with Bloom Intelligence – static lists and smart lists. Static lists, when saved, will never change. If new customers meet the criteria, they will not be added to the list. Likewise, those who no longer meet the criteria will not be removed.
Smart lists, when saved, will continue to be updated in real time. When a customer meets the criteria, they are added to the list immediately. Likewise, if a customer no longer meets the criteria, they will be removed immediately.
Reporting and Measuring ROI
A crucial feature of any enterprise WiFi marketing solution is the ability to provide accurate, detailed reports. All the way down to knowing who walked back into your location because of a specific campaign. Many providers provide generic reports, but you want to make sure you can see the results of individual marketing campaigns. You also want to make sure that tangible ROI of each campaign is provided in the report.
This will allow you to measure results and optimize your campaigns over time. And it will guide you to the highest ROI possible on each and every campaign.
The #1 Enterprise WiFi Marketing Solution
From the very beginning of your customer’s journey, Bloom Intelligence allows restaurant and retail owners to track their behavior patterns, collect demographic data, and ensure the data is clean and easily useable. Automatically build large, powerful customer databases that you will use to increase your operational efficiency and increase customer loyalty. You will be able to engage with, and market to your customers on a much more personalized level. This increases your marketing effectiveness while improving your overall customer satisfaction level.
With the ability to see detailed attribution and ROI of every campaign, Bloom delivers the most complete and robust WiFi marketing solution and analytics suite of tools available today. If you’d like to see more, schedule a free demo here.
Download Bloom’s Free WiFi Marketing Guide:
Amazing analytics tools.
“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”
~ Ron Murray
Atlanta Bread Company