Snow Factor, Ice Factor and Bar Varia

Purple and Smarter WiFi reach new heights at renowned ski and climbing centres
Summary

Purple and Smarter WiFi worked with the Ice Factor, Snow Factor and Bar Varia in Scotland, to deploy an efficient guest WiFi solution that simultaneously collects customer data for their in-house marketing team. The venues are popular due to the fact that the Ice Factor is home to the world’s biggest indoor climbing walls and the Snow Factor is the UK’s longest indoor real snow slope. Using TP-Link hardware, Smarter WiFi installed Purple at each site in July 2016 following a successful trial.

The Challenge

The Scottish attractions had offered free WiFi to its visitors for a number of years but had no way of successfully capturing customer details. Without this data, the marketing team struggled to distribute marketing communications about events, promotions and news to the right people.

Lynn Aitchison, Group Marketing Manager, said: “We did previously have a guest WiFi solution in place but the only way that we captured email addresses was through direct bookings. However, this meant that for large groups we would only capture data about the individual that placed the booking. We needed a tactical way of capturing data about as many of our visitors as possible.”

A final requirement for the group was simplicity. Their marketing team sought a WiFi and analytics platform that was easy to use and extract data from, as well as straightforward for visitors to use.

Trial Run

Purple was originally deployed at the Ice Factor on a one month trial in June 2016. During this period, the customer recognised the portals ability to effectively capture data and simplistically display meaningful analytics about their customers.

The group saw a 61% increase in the number of people connecting to the free guest WiFi week on week and experienced a surge in the number of likes on their company Facebook pages. Due to the positive results obtained, the customer was happy to sign a contract to deploy Purple’s solution at all of their venues.

Smarter WiFi installed TP-Link routers at each site and set up a fully branded splash page for each individual venue. Purple’s solution officially went live in July 2016, with WiFi access even becoming available at the summit of the 168-meter indoor downhill slope at the Snow Factor.

Uphill Edge

Visitors to the Ice Factor, Snow Factor and Bar Varia are now able to login to the WiFi through a splash page, improving both brand recognition and ease of access for the end user. 47% of all visitors used social media to log in, with Facebook and Twitter proving to be the most popular platforms.

The amount of people logging into the WiFi over the last six months has increased by 164%, with 2,863 people accessing the service in January. With average visitor numbers totalling 10,000 each month, it shows that over a quarter of visitors seek WiFi at the leisure venues, with 62% logging in whilst drinking and dining at Bar Varia, the adjoining bar to the slope at the Snow Factor.

A Soar in CRM

Over the last six months, the marketing team has collected over 14,000 customer details that have been exported and uploaded into their own email marketing platform. The group now collects almost four times more CRM data than when they used to only collect email addresses from bookings.

Lynn comments: “The solution delivered by Purple and Smarter WiFi is now key to our data capture strategy. We have experienced a considerable increase in our email marketing database each month since the installation of Purple.”

The firm regularly sends out communications to those who have visited the family attractions, with the platform proving particularly useful when notifying people about unique special events. Reader rates of their emails have improved since using Purple, with over a quarter of all recipients now opening emails. The amount of data captured in this 6 month period and the increase in reader rates highlights that Purple’s solution equips businesses to collect a better quality and quantity of data.