How we help hotels, bars, restaurants, coffee shops and ... · How we help hotels, bars,...
Transcript of How we help hotels, bars, restaurants, coffee shops and ... · How we help hotels, bars,...
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.
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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%
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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.
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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.
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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.
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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.
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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.
T: 0114 220 3000
www.thedigitalgroup.co.uk
696 Bourke Street
3000 Melbourne
+61 2 8520 3317