The challenge
Grossmont Center, an outdoor shopping center in La Mesa, CA, draws thousands of visitors a day, but few of them were on its mailing list.
Shoppers had to find employees at specific spots to sign up. It took months to collect 400 emails.
An email address alone could not support relevant campaigns or offers.
The solution
1. Guest WiFi: Turn the whole property into a sign-up point
Adentro (then Zenreach) Guest WiFi asked shoppers for an email in exchange for free access anywhere on the 939,000-square-foot property. No one entered data by hand.
2. Customer Data: Attach visit history to every address
Customer Data tracked visits automatically and built a profile for each shopper, so the team could see who came back and how often.
3. Email Marketing: Promote events, openings and sales
The marketing team sent targeted messages on new restaurants, holiday sales and nonprofit events, including one supporting the San Diego Animal Support Foundation.
4. Foot Traffic Analytics: Learn what works for this community
Direct visit measurement showed the team which messages were and were not working.
“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.”
The results
- 30,000+ email contacts, up from 400
- 56% repeat visitors, of WiFi users
- 500 new contacts, collected each month
- Higher attendance at special events and better awareness of promotions, per the marketing team, without campaign-level attribution