What Is WiFi Marketing?
“WiFi Marketing uses guest WiFi to sense guest presence, build CRM databases, and automate marketing based upon guest behavior at locations.”
There are three top-level components of an effective WiFi marketing process. These components consist of:
- WiFi Analytics
- Customer Data Platform with Detailed Customer Profiles
- Automated Marketing Campaigns
We discuss each of these pieces of the WiFi marketing puzzle below.
It is important to fully understand each piece of the puzzle in order to get a solid understanding of WiFi marketing when you’re looking to choose the right WiFi marketing platform for your business.
Understanding WiFi Analytics
Before getting to know what WiFi Marketing is, it’s important to understand the basics of WiFi analytics since these analytics consist of the data that will be used to subsequently drive your marketing campaigns and help you make data-driven operations decisions.
Every mobile device has a unique identifying code. If a mobile device has WiFi enabled, it is constantly sending out a signal seeking out a WiFi access point.
This signal includes the device’s unique code and is how WiFi marketing platforms identify individual guests.
Simultaneously, WiFi access points are listening for these signals from mobile devices.
When a mobile device enters the range of the access point, the signal is detected and logged.
A new entry is made into the database for that device, whether the user logs into the WiFi or not.
This allows businesses to understand guest behavior at their locations, such as dwell time and guest frequency, and even identify lost guests or understand their guest churn rate. Or how many guests a business is losing over a period.
Building a Single Customer View (SCV)
This is an important point.
Most WiFi marketing solutions only gather data from guests when they log into WiFi. This provides a limited understanding of your guests.
A solution like Bloom Intelligence, however, tracks anonymous guest behavior whether they log in or not and also aggregates guest data from your WiFi landing pages, POS, website, social and online ordering platform.
This allows you to automatically build a large customer data platform to unlock 360-degree guest insights or have an SCV of your guests.
Also, when a guest logs into the guest WiFi, their device is associated with their guest profile allowing you to better understand guest behavior. You’ll be able to trigger automated marketing and track marketing campaigns down to a person walking back in your door and making a transaction.
Enterprise WiFi analytics and marketing platforms like Bloom Intelligence provide an easy-to-understand visual dashboard of key performance indicators.
This will allow you to see many behavior metrics from a vast majority of your visiting guests.
With this data, you can begin to understand your physical location footfall metrics.
In doing so, you will immediately be able to make smarter, data-driven decisions for marketing and operations.
Building Your Customer Data Platform (CDP)
When a guest logs into your WiFi, Bloom begins building a detailed individual consumer profile and automatically builds your CDP.
Bloom Intelligence guest profiles include:
- Email address
- Phone number
- Zip code
- Likelihood to churn
- Ratings received
- Offers received
Additionally, all behavior data, such as visit information, physical location, PPA (per person average), and offers received/redeemed, reviews received, are easily accessed from the customer profile.
Bloom cleans and verifies all data in real time. When a Guest opts in, they will not be able to provide fake emails, phone numbers, or birthdays.
This process of cleaning all incoming guest data allows you to have a true understanding of your guests and gives you the ability to confidently market to your first-party customer database.
Plus, you have the ability to use progressive profiling. Progressive profiling is when users come for a repeat visit online or at your location; the system will welcome them back and then ask them for an additional piece of information that is missing from their profile every time they interact with your WiFi landing page, website form, or online ordering.
This helps to ensure that you are building complete guest profiles that can be used to make better decisions and build personalized guest experiences.
Bloom users quickly grow databases of thousands or even millions of guest profiles by aggregating guest data from their WiFi, POS, website, and online ordering platforms into their Bloom customer data platform.
Since each consumer profile contains, at a minimum, a guest’s contact information (such as an email address), they now have a list of actual guests to market to for the life of a person having that email address.
In today’s world, having owned media channels such as email, SMS, websites, mobile apps, and blogs allow your business to directly communicate with your guests or potential guests without having to pay for access to third-party platforms is a significant competitive advantage.
But it doesn’t stop there. Bloom takes it a huge step forward.
Bloom makes it quick and easy to take your list of contacts and segment them into smaller, more targeted groups.
For instance, you can segment your list into males or females. You can create a separate list of guests who are above or below a specific age.
You can create a list for users who fall under a specified dwell time or visit count, for instance.
Or, you can create a list for guests who have ever ordered online.
The options are endless since you can add any of these filters to any list.
For instance, you can create a list of women under 40 who have not visited in the last two months.
This type of advanced segmentation allows restaurants to personalize the messages that they send to their guests or personalize their guest’s experiences at their locations.
Advantages to Segmenting Your CDP
The idea is that not all of your guests will be highly engaged with the same type of message.
Women over 40 on Mother’s Day will engage more with a warm, emotional greeting than Gen-Z men who come on Sundays to watch football.
Therefore, guest segmentation allows you to send an entirely different message to your various guest groups.
You can save these lists as smart lists that automatically update with any guest who meets the criteria.
Or save it as a static list which is a snapshot in time and will never change.
Once you associate these lists with marketing campaigns, this will create true marketing automation for your multi-unit restaurant or retail locations. Meaning these lists will automatically update campaigns with contacts that meet the criteria of the list and automatically expand the reach of marketing campaigns.
When you personalize your guest’s experience, engagement rates will climb. As a result, customer loyalty will also increase, and marketing costs will decline, which equates to a healthier bottom line.
WiFi Marketing Automation
Once you have all of this data added to your customer data platform in real time, you can begin experiencing the true value of WiFi Marketing.
With these new guest insights, you’ll begin to understand who your guests really are.
You’ll understand how they behave in your restaurant, online, and across channels, allowing you to engage with your guests to build personalized guest experiences.
With Bloom’s marketing suite of tools, you’ll be able to create marketing campaigns based on the behavior and demographic data of your actual guests.
You’ll finally be able to target different marketing messages, offers, surveys, or review requests to different segments of your guests.
And since Bloom tracks ROI on every campaign, you can optimize your marketing for the best results possible.
Save Time & Increase Revenue with WiFi Marketing Automation
Messages, offers, review requests, or surveys are sent immediately, at a future date and time, on a recurring schedule, or when a guest meets specific behavioral criteria (triggered).
Triggered messages can be sent based on:
- Milestone – when guests reach predetermined milestones such as their 10th, 25th, or 100th visit.
- Loyalty – every time a guest reaches a predetermined number of visits.
- Rating – when a guest provides a rating at or below a level you specify.
- Anniversary – when guests reach the anniversary of their first visit.
- Birthday – a few days before a guest’s birthday.
- Upon Exit – a predetermined number of days or hours after a person leaves a location.
- Upon Registration – shortly after a guest first registers (logs in) on your WiFi.
- At-Risk of Churning – when a guest has been determined as unlikely to return by our statistical model.
- At-Risk (number of days) – when a guest has not returned after a set number of days.
What Is WiFi Marketing: Gaining The Upper Hand
Bloom’s restaurant marketing and customer data platform can automate the aggregation of accurate, real-time data on their actual guest base (first-party data) while being privacy compliant.
This means one thing – no more guessing!
Now you can confidently create targeted marketing campaigns that you can measure precisely, allowing for robust and profitable marketing efforts.
You’ll be able to measure results and optimize your campaigns over time.
If they do not perform as well as you expect, you can easily adjust your tactics and watch the results in real time.
We hope this answers your question, “What is WiFi Marketing?”
It’s time to start using real-time, in-store WiFi marketing and WiFi analytics to uncover hidden marketing opportunities that power successful restaurants.
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.
Contact Bloom Intelligence Today For a Free Demo!
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