• WiFi Analytics

Customer Intelligence For Brick-and-Mortar Businesses

by: Ron Zvagelsky On: May 1, 2019
5 min read

The competition in today’s restaurant and retail industries is overwhelming. Each of your competitors are desperately seeking ways to seize their share of consumer dollars. That’s why it’s so important to stand out from the crowd when it comes to your marketing and advertising campaigns. And it’s why you need to save on operational costs wherever possible. 

You need to work smarter, not necessarily harder. And to do so you need one very important marketing component – accurate customer data.

Customer Intelligence to Grow Your BusinessCustomer intelligence is the process of collecting customer data and analyzing it to identify customer personas, pain points, behavior and purchasing habits. Then you can individually target your marketing efforts to each of the personas, increasing engagement and ROI.

The data can also be used to lower operations costs as you make intelligent, data-driven purchasing and staffing decisions. It can also be used to make decisions about new products, or updates to existing ones.

To execute all of this, though, you need accurate and comprehensive data from a large sample size of your actual customer base. 

In the past, this data was difficult to collect on your own, and very expensive when collected by a third-party company. Plus, you only received data from a small sample size of your customer base, and it was literally a snapshot in time of customer sentiment. If you ever wanted updated data, you had to continue paying for it.

Fortunately, the Bloom Intelligence WiFi marketing and customer intelligence hub can alleviate these roadblocks and get you on your way to using customer intelligence to rapidly grow your business and leave the competition behind.

Since the advent of the internet and the countless tools available to collect customer data online, ecommerce companies have had an advantage over brick-and-mortar businesses for decades. Bloom levels the playing field, allowing offline companies to collect customer data easily and without breaking the bank. 

WiFi Analytics for Customer Intelligence

Bloom utilizes the guest WiFi access points at your physical locations. These access points are constantly scanning the area for patrons who have WiFi enabled on their smartphone, laptop or tablet. When one of these devices comes into range, your WiFi access point can identify each individual mobile device as it sends out its unique identifying code in its WiFi signal.

From that point on, Bloom will remember the device and store anonymous data about the device in the customer CRM database. Whenever the device comes into range, Bloom will recognize it by the unique identifying code and continue to log all activity on that device in the database.

Bloom's Customer Intelligence Value Creation

Anonymous data includes daily traffic counts, first-time visitors, repeat visitors, dwell times and more. The data can be viewed in Bloom’s user dashboard and can be viewed in any date span and for any location. Further, you can compare two different date spans or compare different locations or groups of locations.

While this can be powerful and valuable information to help you grow your business, it is only the tip of the iceberg in terms of true customer intelligence.

Advanced WiFi Analytics

When a user first logs into your WiFi using their email address or social media account, Bloom creates a new customer profile for that customer. Remember that the device has been tracked anonymously every time it has been within range of the WiFi access point. So when Bloom creates the customer profile for the patron, all previous (and future) data associated with that device is added to the customer profile. Even if the customer never logs into your WiFi again, their behavior data will continue to be added to their customer profile indefinitely. 

Using progressive profiling, other data can be collected as well, such as birthdate (age), postal code, phone number, gender and more. Over time, restaurants and retail shops and chains can add countless thousands of customer profiles into their databases.

Using the Data – The Goal of Customer Intelligence

Using Customer Intelligence to Grow Your BusinessAs we discussed above, customer intelligence involves collecting and then using the data to help with operational costs, marketing and advertising.

Once you grow your list of customer profiles and you have a baseline of data about the overall behavior of your customers, you can begin using the data to improve and measure various parts of your business.

For instance, now that you have an accurate visualization of your customer visit times, dwell times and repeat rates, you can more accurately predict future footfall metrics. This allows you to make data-driven decisions on how much staff to schedule on any given day, and at what times to have them clock in and out. Rising labor costs are an issue with many restaurants and chains today, and this will help you save on those costs.

Likewise, by analyzing your customer data, you can make more intelligent purchasing decisions. Knowing when your busiest days and times are can help avoid over-purchasing resulting in waste, or under-purchasing and running out crucial products.

On the marketing side, you’ll be able to analyze the demographic and behavior data of your customers and begin forming ideal customer personas, such as women under 30 who visit on weekdays during lunch hours. Or, men over 40 who visit on Sundays during football season. 

It’s easy to see that having separate marketing campaigns targeted to each of these personas would be much more effective and engaging than sending a single message to all of them hoping that the message resonates with some of them.

Bloom makes it very simple and easy to configure, execute and measure these types of marketing campaigns. And all metrics are updated in real time, so there’s no waiting to see how well your campaigns are performing. There are many other triggers that can be used, such as:

  • Birthday
  • Upon Exit
  • Upon Registration
  • Customer loyalty and milestones
  • Ratings upon exit
  • Anniversary and more

You can also send out one-off messages to individual customers or customer segments, or you can schedule recurring messages, as well.

To find out more about Bloom’s customer intelligence platform, and how it can grow your business, schedule your free demo by calling 727-877-8181 or click here.

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Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

Atlanta Bread Company

“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

“They have always been attentive through whatever needs and questions we have.

They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

Matt Thompson, Managing Partner

Madison Social

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

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