Email list grew from 400 to more than 30,000. 56% of WiFi users are repeat visitors, with 500 new contacts collected each month.
The challenge
Grossmont Center draws thousands of visitors a day, but few of them were on its mailing list.
The first gap was manual collection. Shoppers had to find employees at specific spots. It took months to collect 400 emails.
A second challenge was email only, no context. An address alone couldn't support relevant campaigns or offers.
The solution
Create the data foundation: 939,000 square feet of sign-up. Adentro (formerly Zenreach) Guest WiFi asked shoppers for an email in exchange for free access. They could connect anywhere in the 939,000 square foot mall. No one entered data by hand.
Profile: visits behind every address. Customer Data tracked visits automatically and built a profile for each shopper. The team could see who came back and how often.
Deliver the campaign: event and promotion emails. The marketing team sent targeted messages on new restaurants, holiday sales and nonprofit events. One example supported the San Diego Animal Support Foundation.
Read the outcome: what works for this community. Direct visit measurement showed the team which messages were and weren't working.
Why the combination mattered
Guest WiFi turned the property itself into a signup opportunity, Customer Data associated profiles with repeat visits, Email Marketing promoted tenant news and community events, and Foot Traffic Analytics supported visitor understanding. The source reports improved attendance qualitatively, without campaign-level attribution.
The results
- 400 to 30,000+ contacts on the email list
- 56% of WiFi users are repeat visitors
- 500 new contacts collected each month
- Higher attendance at special events and better awareness of promotions, per the marketing team
Customer perspective
“Adentro enabled us to collect thousands of emails. Now we can reach out to our customers directly and share all the exciting events, restaurants, shopping and experiences that Grossmont Center has to offer.”