2,600+ contacts collected in a year. A 15% Walk-Through Rate™ matched 4,100 returning customers to automated and targeted emails.
The challenge
Franchisee Gene Larson ran store-level marketing on his own, with no system behind it.
The first gap was no database. A second challenge was no way to reach guests. He couldn't run promotions or announce new menu items and happenings.
The solution
Create the data foundation: the "master file" builds itself. Gene plugged in 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.
Identify the right guests: first-time, lost and loyal. Visit history sorted guests into first-time, lost and loyal audiences. No sign-up sheets or fishbowls were needed.
Deliver the campaign: smart messages plus blasts. Email Marketing automations reached each segment with messages built to encourage repeat visits. Gene added targeted message blasts, including one for the new Sunday brunch menu.
Read the outcome: returns, not opens. Walk-Through Rate™ matched email recipients to their verified return visits. That tied 4,100 returning customers to the program.
Why the combination mattered
A branded Guest WiFi access point fed Customer Data, visit histories supported first-time and lapsed segments, Email Marketing delivered automated and one-off offers, and Walk-Through Rate™ matched messages with observed returns.
The results
- 250 new contacts in the first 30 days
- 2,600+ contacts collected over the year
- 15% Walk-Through Rate™
- 4,100 return customers matched to verified visits
- One campaign drove record sales for the new Sunday brunch menu