5,500+ contacts collected in a year. 20% Walk-Through Rate™ on targeted and automated messages.
The challenge
Pinheads serves bowlers, arcade gamers, volleyball players and craft beer fans. Each wants different news.
The first gap was hours lost to handwriting. Director of Bowling Operations & Marketing Zack Carrie typed illegible comment cards into a spreadsheet every week.
A second challenge was manual segmenting. Lists were split "the old-school way," taking time from daily operations.
The solution
Create the data foundation: two access points, a growing list. Zack plugged in two Adentro (formerly Zenreach) access points. Guests connecting to free Guest WiFi became contacts at about 450 a month. Customer Data added demographic analytics and visit behavior. The team used those insights to plan ads and billboard designs.
Segment and activate: content for each crowd. Audience Segmentation sorted contacts automatically for league bowlers, arcade gamers, volleyball players and beer lovers. Email Marketing sent targeted blasts plus automated messages to first-time and lost guests.
Read the outcome: return visits. Walk-Through Rate™ matched those messages to verified return visits: 20%.
Why the combination mattered
Guest WiFi automated capture; Customer Data added visit context; Audience Segmentation supported group-specific messages; Email Marketing sent offers and first-visit/lapsed triggers; and Walk-Through Rate™ connected email exposure with later on-site visits.
The results
- 5,500+ contacts collected in the past year
- 450 new emails a month
- 20% Walk-Through Rate™
- Returning customers attributed to messages: 4,100 (highlights) or 6,700 (body); see OPEN