The challenge
Paper forms were the group's only way to collect emails, and open rates were poor.
The marketing team had plenty of ideas but relied on tools that did not scale.
Managers usually learned about an off day only when they read the negative review.
The solution
1. Guest WiFi: Collect contacts through existing WiFi
Marketing director Shannon Purkiss saw that the guest WiFi in every pub could capture emails.
Each Guest WiFi connection became a contact with visit history in Customer Data. The comment cards went away, and the list grew on its own.
2. Email Marketing: Promote events and respond to visits
Email Marketing sent automatic emails based on guest visit behavior, and Shannon used it to promote events. A Royal Wedding viewing party filled the pub at 6am.
When The Pub became a finalist for best fish and chips in America, her emails asked customers to vote. After the win, she emailed guests about celebration events at every pub.
3. Feedback requests: Catch bad experiences before they go online
Visits triggered emails inviting feedback. Happy guests were directed to preferred review sites.
Unhappy guests reached Shannon directly, and she often turned the experience around.
4. Walk-Through Rate™: Match emails to return visits
Walk-Through Rate™ tied emails to verified return visits, and Shannon reported she could track results better with Adentro.
The group reported packed events and time savings, not a controlled revenue effect.
The results
- 48,707 contacts collected, captured through guest WiFi
- ~5 hours saved weekly, for the marketing director
- Award emails and events drove what Shannon called "a huge boost in sales for every location"