The challenge
Franchisee Gene Larson ran store-level marketing on his own, with no system behind it and no guest database.
He also had no way to reach guests, so he could not run promotions or announce new menu items and events.
The solution
1. Guest WiFi: Build the guest database automatically
Gene installed an Adentro (formerly Zenreach) access point. A custom-branded Guest WiFi portal started collecting emails immediately.
Customer Data turned each connection into a profile with visit history, name, age, gender, and location.
2. Audience Segmentation: Sort guests by visit behavior
Visit history sorted guests into first-time, lost, and loyal audiences. No sign-up sheets or fishbowls were needed.
3. Email Marketing: Send automated and one-off messages
Automations reached each segment with messages built to encourage repeat visits. Gene added targeted blasts, including one for the new Sunday brunch menu.
4. Walk-Through Rate™: Measure returns, not opens
Walk-Through Rate™ matched email recipients to their verified return visits, tying 4,100 returning customers to the program.
The results
- 2,600+ contacts collected, over the year
- 15% walk-Through Rate™, email recipients matched to return visits
- 4,100 return customers, matched to verified visits
- 250 new contacts in the first 30 days
- One campaign drove record sales for the new Sunday brunch menu