The challenge
Taproom was growing fast but had no measurable way to connect its POS data to online ad performance.
Its CRM was thin, and the brand wanted to build its database and drive loyalty opt-ins.
Without visit insights, Taproom could not tell first-time guests from returning guests or value either group.
The solution
1. Guest WiFi: Capture first-party data first
Taproom rolled out Adentro with first-party data capture as the first priority.
Guest WiFi and Customer Data turned in-store connections into guest profiles, and the brand collected 28.4K contacts.
2. Audience Segmentation: Give every first-time guest a reason to return
Taproom set up automated incentives for first-time customers, with Audience Segmentation flagging new guests.
The goal was a second visit and a loyalty opt-in.
3. POS matchback: Tie Toast data to every customer type
Taproom integrated Toast with Adentro to track AOV and lifetime value by customer type, matched to POS data.
Foot Traffic Analytics tracked visit patterns, and online orders were attributed to specific Adentro ads.
The results
- 12:1 lifetime ROAS, lifetime return on ad spend
- 36% foot traffic increase, increase in foot traffic
- 64.9% higher AOV, than original projections
- 28.4K contacts collected