The challenge
Express visits last under 5 minutes, with no waiting area for collecting contacts.
The Marketing Director expected full-service guests to connect to WiFi but doubted express guests would.
The solution
1. Guest WiFi: Collect contacts in outdoor lots
The group's Adentro (formerly Zenreach) Account Manager installed outdoor access points at each location. WiFi decals went on support beams, vacuums, office windows and brochure holders.
2. Email Marketing: Time offers to visit count
Customer Data tracked each guest's visits. Email Marketing sent automations after the first, second and third visits, promoting the unlimited program.
Other emails marketed added services and asked for feedback.
3. Walk-Through Rate™: Measure return visits, not opens
Walk-Through Rate™, branded here as the Drive-Through Rate (DTR), matched email recipients to return visits. The Marketing Director could see which messages brought the most traffic.
The results
- 1,400+ contacts collected, in just over 30 days
- 41% drive-through rate, on top email blasts
- 16+ daily emails per express property, express properties were the top collectors
- 45 new contacts per week
- Database more than doubled in the first 30 days
- Reported uptick in unlimited memberships and gift card sales