The challenge
Max Brenner had a large customer base but no direct line to its repeat guests. Contacts came only from in-person submissions and a website newsletter sign-up.
There was no effective way to track customers or reach them with messages built for them.
The solution
1. Guest WiFi: Use 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.
2. Audience Segmentation: Group guests by how they behaved
Visit history separated guests into new, repeat, loyal, and lost audiences.
3. Email Marketing: Run automations based on visits
Newly captured guests received a welcome email, and every guest received a birthday message with in-store discounts. Demographic data shaped content such as menu items, recipe cards, product features, and special announcements.
“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.”
The results
- 5,000+ contacts collected, through Guest WiFi
- 5,000 repeat New York visitors, returned within seven days or less over 12 months