5,000+ contacts collected. At the New York location, 5,000 visitors in a high-tourist area became repeat customers in seven days or less over 12 months.
The challenge
Max Brenner had a large customer base but no direct line to its repeat guests.
The first gap was passive collection. Contacts came only from in-person submissions and a website e-newsletter sign-up.
A second challenge was no targeted messaging. There was no effective way to track customers or reach them with messages built for them.
The solution
Create the data foundation: WiFi as the sign-up sheet. Adentro (formerly Zenreach) Guest WiFi ran at multiple Max Brenner locations. Guests gave an email address for free WiFi access. Each connection became a Customer Data profile with visit history, name, age and location.
Identify the right guests: new, repeat, loyal and lost. Visit history let Max Brenner sort guests by how they actually behaved. That gave it separate audiences of new, repeat, loyal and lost customers.
Deliver the campaign: automations that run on visits. Email Marketing sent newly captured guests a welcome email. Every guest got a birthday message with in-store discounts. Demographic data shaped content such as menu items, recipe cards, product features and special announcements.
Why the combination mattered
Guest WiFi generated the opt-in moment, Customer Data retained visit and demographic context, Audience Segmentation separated new and loyal behavior, and Email Marketing ran welcome and birthday messages. The source provides contact and return-visit counts, not a measured email ROAS.
The results
- 5,000+ contacts collected
- 5,000 New York visitors became repeat customers in seven days or less over the past 12 months
Customer perspective
“Adentro makes it easy for you to monitor your database and to communicate with your customers! It's a vital element of our communications strategy.”