Category: WiFi Technology
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14th June 2018

Purple add Airship to their list of customer integration features

We are pleased to announce that our advanced WiFi solution is now fully integrated with Airship, the leading CRM and customer engagement platform.

The Airship platform, complete with data acquisition, segmentation and broadcasting features, helps clients drive revenue through delivering intelligent customer journeys.

Dan Brookman, Airship’s Managing Director said: “With this integration, it will be easier than ever for customers to utilise both platforms to drive revenue through better, more targeted communications.”

Dan, continues: “We have worked with Purple on a number of projects in the past, most recently Revolution Bars Group, connecting our platforms to drive revenue through the deployment of a four-stage marketing communications strategy aimed at increasing customer engagement – we saw some fantastic results.”

Over the course of the campaign, which ran between 1st June – 31st August 2017, Purple collected data on 95,869 guests. This made up 64% of the total data collected and used for Airship’s campaign. Using a combination of incentives like 50% off food and a free round of shots when making a booking, Airship achieved an average click through rate of 17.47%. They also saw the volume of collected data increased by 43%, the open rate volume increased by 170% and click volume was up by a huge 181% resulting in hundreds of redemptions and warm leads.

Read more about the campaign here.

Through integrating with Airship, we are removing the need for clients who use the platform to manually extract and input customer data across systems, saving time and improving business efficiency.

Data collected via the Purple portal will be pushed, in real-time, to Airship’s CRM, and customers can automatically assign WiFi users to a specific group or folder within the system; making data segmentation quick and simple.

Not only this, but the integration is also entirely GDPR compliant. If a WiFi user unsubscribes within the Purple portal, they will be automatically unsubscribed in Airship – ensuring they are not contacted again in the future.

We are always looking for new and innovative ways to meet the demands of the market, and in this case, the decision to provide integration with Airship was a simple one. We want to create fluidity for our customers, making it as easy as possible for them to get the most out of the data they collect through Purple.

To get more information about Airship contact Dan directly on dan@airship.co.uk.

14th June 2018

Target customers to the minute with LogicFlow’s new feature: Purple’s automated marketing tool

In June 2017 we released LogicFlow, a simple to use drag and drop builder that enables you to set up multi-staged marketing campaigns within minutes. With LogicFlow, you can automatically trigger an ‘action’, such as an e-shot, SMS message, splash page display or website redirect based on specific customer behavior, location, device and more.

There are a number of key benefits to using LogicFlow including;

  • Efficiency – setting up workflows literally takes minutes, lessening the burden on marketing teams
  • Automation – once a workflow is set up, just leave it to run, allowing you to maintain a constant flow of communication with your customers with minimal effort
  • Rewards – set up workflows that automatically reward your returning customers with offers and discounts to ensure they keep coming coming back
  • Promotions – make sure customers as always aware of offers relevant to them based on age, gender and interests, further enhancing the customer experience and increasing loyalty

So, what’s new?

We are pleased to announce a new development within LogicFlow that means you can now provide this truly bespoke experience before the customer authenticates onto your WiFi network.

The new functionality within LogicFlow allows you to present a targeted offline splash page to customers dependant on what time, and day, they access the guest WiFi.

What does this mean for you?

  • Increase customer spend – use your offline splash pages to promote day or time specific offers. A restaurant or bar could advertise happy hour between 5pm and 8pm, or a retail store could advertise a flash sale on a particular day.
  • Reward customers – a stadium or entertainment venue could promote pre or post game specials to reward ticket holders who arrive early, or stay late, to enjoy the concession stands, whilst also switching to sponsored partner webpages when the game or show starts.
  • Increase dwell time – use offline splash pages to entice visitors to stay longer. A municipality or shopping mall could list events, activities, and new store openings during the day and switch to restaurant and bar deals for happy hours to increase dwell times and spend in the area.

With LogicFlow, businesses and managed service providers have a great opportunity to engage customers, build brand awareness, maximise customer spend and increase return rates, all with minimal effort. It also opens a new revenue stream for third party sponsors to be seen by a captive audience who are already in your venue whether they connect or not.

The possibilities with this new function are endless and we are very excited to see what use cases you come up with.

Not a Purple customer? No problem, you can sign up for free here.

30th May 2018

Airport digitalization: has the passenger experience improved enough?

Passengers have been embracing technology for years, relying on their smartphones, tablets and other devices to stay informed and up-to-date when traveling. Many airports have bought in too, investing heavily over the past few years in self-service technology that keeps passengers informed, creates more efficient passenger journeys and improves the overall airport experience.

Recently, it seems airports have uncovered an important secret about improving the passenger experience. The better the experience, the more comfortable the passenger, which in turn has a direct impact on the amount they spend whilst in the airport.

Keeping passengers well informed not only improves overall satisfaction and reduces the pressure on customer service teams, but it also leads to passengers spending more money.

Over the next decade (2016 to 2025), digitalization in aviation, travel and tourism is expected to create up to $305 billion of value for the industry, and also migrate $100 billion of value from traditional players to new competitors, according to a recent World Economic Forum report.

It seems passengers are also increasingly more open to using digital services to get themselves – and their bags – from departures and boarding, to arrivals at their destination.

A 2017 survey by SITA on Passenger IT Trends reports that 74% of passengers would use alerts on flights and gates pushed straight to their smart devices if available, that 64% would track their baggage in real-time via a mobile app if available, and that 57% of passengers would use wayfinding.

But what is the best way for airports to approach this opportunity?

While airports are investing in infrastructure and technology to improve the passenger journey, generally speaking, the majority of passengers still view being at the airport as a stressful experience.

Your checked bag must be under a certain weight. Security queues are long. Unfamiliar airports can be difficult to navigate. Flights get delayed or worse, cancelled. Throw in traffic on the way to the airport, rental car drop-offs, overcrowded waiting areas and rushed meals for fear of missing your flight and you’ve got a recipe for anxiety and frustration – which, of course, is not very conducive to passenger spending.

It is with these factors in mind that airports are now taking the ‘digital experience’ one step further; leveraging emerging technologies to develop even more passenger-centric models aimed at creating a positive airport experience.

It is important to note that this use of technology shouldn’t be focused on a single touch point, but rather to create consistency throughout the end-to-end passenger journey from check-in and waiting areas, to baggage handling, passport control and on-boarding.

Airports need to champion innovation and information transparency, and better integrate flight information into their business operations, particularly in the restaurant and retail scene if they wish to drive passenger spend further.

It is also important that they use these technologies to better understand their passengers, because in order to create operational models that are truly passenger-centric, airports need to know exactly who their customers are.

By collecting and analyzing customer data, airport operators can begin to tailor services to each individual passenger; increasing loyalty by differentiating the airport experience and driving passenger spend through engagement personalized to their interests.

Click to see how Purple can help.

18th May 2018

Purple and Better Ad Network are serving disruptive technologies in hospitality in Chicago

Hospitality brands can now connect with their customers before they even step on site – and we’re not talking about sending them from your social media pages. We’re talking about capturing their attention while they’re in the vicinity before they walk into your competitors’ restaurant, bar or cafe.

Purple, global WiFi analytics provider, and Better Ad Network, a disruptive company in the advertising tech space, are working together to help businesses steal their competitors’ market share and increase return visits with social WiFi and geo-fence advertising technology.

The technology is triggered when customers walk into a polygonal perimeter around the restaurant, cafe or bar. While browsing their phone they are targeted with ads to go to a particular venue. Better Ad Network boast being able to pull 2 – 6% of your competitors’ market share.

While in the venue customers log on to the hospitality WiFi with one of their social accounts and are redirected to redeemable voucher codes, social media pages to increase followers, and/or targeted advertisements from other businesses to generate third party revenue.

These ads can also be injected onto browser ad spaces while they are in your venue and their data is collected to start building accurate, up-to-date customer audience segments.

Now, businesses are capturing and identifying customers in their venue and collecting accurate data to send hyper-targeted content based on interests and offers, relevant to them, for a personalized experience.

These personalized campaigns sent direct from the hospitality business can increase customer return rates by 20% and could lead to a 10% increase in revenue, according to Purple,, on top of the ad revenue generated via Better Ad Network’s geo ads and targeting.

Purple and Better Ad Network will be attending the National Restaurant Association Show, one of the biggest hospitality events in the United States, hosted this year in McCormick Place in Chicago, Illinois from the 19th to 22nd of May at booth 9953.

The landmark event collects all of the leading professionals across restaurants, bistros, bars, and entertainment & hospitality to present new learning opportunities and disruptive technologies that reflect today’s business challenges and forward thinking trends. As a special one-off offer, event attendees can also click through this link for a chance to win a pair of VR Goggles.

Purple and Better Ad Network will be showcasing their technology and speaking with local and national hospitality chains to show how the combined technologies can pull 2 – 6% more market share from competitors, collect valuable information and understand who is visiting their venue to increase repeat businesses, and monetize their hospitality WiFi.

 

Attending #NRAShow2018 or are interested in finding out more? Contact Shelly and Stacy to find out more!

Shelly Parker
Senior Partner Success Manager at Purple
shelly.parker@purplewifi.com
+1 512 900 3319

Stacy Deprey-Purper
Founder at Better Ad Network
stacy@betteradnetwork.com
+1 844 9494 237

4th May 2018

Mall Las Brisas roll out WiFi analytics to improve the customer experience

Through the installation of WiFi analytics, in just four months, Mall Las Brisas have collected data on over 5,000 unique individuals, and plan to use this data to personalize customer engagement.

In February 2017, Purple was expertly installed by network provider, InCloud, across a number of access points throughout Las Brisas.

The analytics solution offered by Ubiquiti that Las Brisas were previously using had limited reporting and dashboard functionality, which made it increasingly difficult to analyze the data collected on customers.

Not only this, but the WiFi network was patchy at best and connectivity often dropped off. Without seamless login for guests, customers would have to login back into the WiFi every time they stepped out of range of an access point.

Lucas Lizza, CTO at Las Brisas, said: “The lack of seamless login was a huge pain point for us. Guests would get disconnected every time they moved away from an access point, and would have to go through the whole login process again to reconnect. This really limited the amount of data we were able to collect.”

Through installing Purple, Las Brisas hoped to deliver a widespread and secure guest WiFi network to enhance the customer experience, whilst also collecting valuable demographic and behavioral data to support marketing campaigns and personalize customer engagement.

Marcia Raldes, CMO at Las Brisas commented: “We hoped to gather as much data from our customers as possible, and use this data to build better marketing and sales strategies tailored towards key customer demographics, like, dislikes etc. We also hoped to resolve the technical challenges we faced with our previous network.”

Lizza said: “During our initial research phase, we found that Purple had a lot more features than other WiFi analytics providers. The analytics and reports from Purple were far more advanced than any others we had seen, and a significant improvement on what we had in place”.

Since the installation, Las Brisas has seen over 5,000 unique users connect to the WiFi, with this figure slowly increasing as more people become aware of the new WiFi infrastructure.

Lizza said: “The number one benefit of having Purple in our shopping mall is that the solution affords us the opportunity to get to know our customer base. We want to enhance the customer experience, and to do this we need to understand our customers preferences and expectations.

“Around 6,000 people visit the mall each day and Purple has enabled us to start capturing their data. We’ve so far been really impressed with the solution, and it is great to see that the number of people connecting to the WiFi is increasing each week. We put this down to awareness, but also the ease of access for customers and the seamless login.”

Click here to read the full case study.

26th April 2018

Deliveroo partners with Purple to deliver more than just food

Deliveroo is bringing more than just food to the table for its thousands of restaurants by launching a new support site to help restaurants reduce everyday business expenses.

The food delivery giant has formed partnerships with a number of businesses to offer discounts across various business services – ensuring their restaurant network have access to the best deals on the market. Partners include, WiFi solutions provider, Purple, clean energy company, Squeaky, print management and promotional goods provider, Adare, and many more.

It is all part of Deliveroo’s efforts to broaden its offering to restaurants beyond just the increased sales and revenue associated with listing on the platform.

Dan Warne, UK Managing Director at Deliveroo, said: “Deliveroo is passionate about food and we therefore want to help great restaurants to grow. We have been working with restaurants to understand what would help their businesses and we are proud to announce a package of support that will cut their day-to-day costs, meaning they can focus on what matters: producing amazing food.”

The support site is now live and free of charge to all exclusive Deliveroo restaurant partners. Restaurants will get cut price guest WiFi as well as access to cheaper business rate reviews, something which could be crucial to smaller restaurant businesses struggling under the increased levy alongside other costs such as food price inflation and rising wages.

Restaurants will also get money off electric and gas bills as well as discounts on job advertisements, using temporary agency workers and recruitment firms.

Deliveroo has also introduced a new portal offering restaurant staff benefits and discounts to boost staff retention. Deliveroo has used its scale to secure staff benefits for all workers in the restaurants that are listed on its website in a deal struck with WRKIT, one of the UK’s leading employee engagement providers.

The move by Deliveroo could be important in helping small restaurants survive amid the tough trading conditions the sector is facing. It also potentially hints at the growing competition between online food ordering websites.

Gavin Wheeldon, CEO at Purple, said: “Guest WiFi and WiFi analytics can have a significant impact on customer retention, particularly in the restaurant industry. We hope that through this partnership with Deliveroo, more businesses will be able to benefit from such a solution.”

23rd April 2018

Shifting retail’s focus from e-commerce to an inclusive Customer Algorithm

E-commerce took off in the early 2000’s and created a buzz around 24-hour shopping, but it’s also heavily skewed retail marketing to rely on online insights to generate sales. In 2018, this focus is making a colossal shift back to a more balanced, in-depth ratio of offline to online consumer insights.

Offline insights are similar to Google Analytics for websites – rather than being for an online platform they identify and help retailers understand who is visiting their physical stores.

Understanding how consumers engage with your brand means collecting demographic data, social interests, movement and behavior data, dwell times, and frequency of visits. Physical venue insights make up a huge proportion of any industry customer base, and the importance of capturing this kind of data should not be ignored going into 2018.

The shift we are seeing in actioning consumer insights is using favored methods of data capture, such as website analytics, social media and e-commerce statistics, and including physical data capture methods, like point of sale, location and presence analytics, and social WiFi and guest WiFi analytics.

Download the free Customer Algorithm guide to use personalization and increase customer retention by 24%

For example, when a consumer visits a retailer website there are tools and tactics for tracking their journey through the website, how long they dwell on particular product pages, and send an email from the CRM database reminding consumers there is an un-purchased product in their shopping basket.

Retailers can have this same example acted upon in real-time from when a consumer walks into their store, what zone of the shop they lingered in the longest to when they leave, and how to use this behaviour data to send hyper-targeted customer segment and product marketing to not only prompt their purchase, but also improve their future experiences in store.

Purple have introduced the Customer Algorithm, a concept that highlights this combination and action of both the online and offline worlds of data in order to achieve a high level of personalization.

Where online metrics aren’t available to paint a picture of customers’ demographics, likes or dislikes, transforming your venue to capture the data already available is the future of the customer experience.

Download the free guide below and find out how using consumer insights to personalize communication can increase customer retention by 24%.

Click here to download

3rd April 2018

Register your 1:1 with Purple at HITEC Amsterdam 2018

Are you attending this years HITEC event in Amsterdam? If so, make sure you book in some time to visit stand 176. Purple will be on hand over the course of the three day conference to talk you through how you can increase customer retention by 24%.

Intrigued? You should be. Here’s a brief overview.

It starts with customer data.

Efforts to engage with customers and make the most of revenue opportunities fall flat when you can’t identify who is in your venue. So, taking a proactive approach to identifying your customers is crucial. Why? Because if you know who your customers are and what they want, you can then engage with them on a more personalized level and drive retention.

How do we do it?

Through the installation of WiFi analytics, you can provide a high-speed and secure wireless connection for guests whilst also collecting valuable data and demographic insight.

Unlike many digital forms of data capture, WiFi analytics enables you to paint a full picture of your guests; from key demographic data such as name, DOB and gender, to contact information, social interests, footfall, dwell and frequency of visits.

Couple this data with a centralized reporting dashboard and cutting edge integrated marketing tools, and you can begin to understand and engage with your guests like never before.

Key features

  • Social login – connecting to the WiFi is simple and flexible, using either social media authentication or a short registration form that is fully customizable, enabling you to collect the guest data you need
  • API access – quickly and easily integrate the data collected with your internal CRM system
  • Webhooks – there’s no need to poll for data every few minutes to find out if new information has hit your system, with Webhooks enabled you can get new data in real-time, enabling you to engage with guests in the right place and the right time
  • Logic Flow – set-up complex, and multi-staged marketing campaigns in minutes. Trigger an action such as an email, SMS, webhook, website redirect or splash page and personalize this engagement based on specific guest demographics and behaviors
  • Reviews – increase the number of reviews for your hotel with our TripAdvisor connector that allows you to send ‘leave a review’ reminders to guests when they leave your venue
  • Multilingual – customize your splash screens and landing pages and promote offers in different languages to ensure an exceptional experience worldwide. Purple is available in 24 languages

Contact details

HITEC Amsterdam will be held at the RAI Amsterdam Convention Centre on April 11–13, 2018. You can visit the Purple team at stand 176 or if you would like to book a meeting, please use the contact information below.

James Radcliffe, Enterprise Sales Manager – james.radcliffe@purplewifi.com or view calendar.

James Dale, Regional Sales Manager, EMEA – james.dale@purplewifi.com or view calendar.

About Purple

Purple is a cloud-based platform that focuses on turning WiFi networks into revenue generation tools for businesses through social media integration, intuitive analytics and profile-based remarketing.

With over 50 million users worldwide across 34,000 venues, Purple works with a number of leading hotel brands, including the W Hotels, Mercure, Hyatt, Choice Hotels Europe, and Radisson.

27th March 2018

Purple appoints new Director of Sales – US and Canada

Global WiFi analytics provider, Purple, has named Amy Horowitz as their new Director of Sales – US and Canada.

The appointment comes shortly after Purple announced a whirlwind 2017. During this time the company demonstrated a 367.2% increase in revenue compared to the previous year in America alone.

Horowitz has more than 15 years leadership experience in the technology sector, and a history of leading high-performing sales teams in the software space, that drive market and profit growth.

Gavin Wheeldon, CEO at Purple commented: “Amy brings a wealth of knowledge and experience that will be essential in building on and accelerating the growth of our business in the US and Canada. We have a number of exciting developments planned and Amy will play a crucial role in supporting the execution of these plans, and ensuring the Purple message is heard on a global scale.”

Wheeldon continues: “The US is our largest market. Investing further in our presence is a logical decision that will really help drive the business forward. We’re excited to have Amy on board to steer our sales strategy.”

“WiFi analytics is an emerging market, one that I am very interested in. With Purple, companies can begin to gather key demographic data on their customers and understand how they interact within their venue. This kind of data is invaluable and allows our customers to analyze and respond to customer behavior, which in turn helps with overall customer retention,” explained Horowitz.

“I’m excited to help the company build on its prior success across North America, to grow and remain a definitive leader in the market”.

Horowitz will operate out of the company’s new office in Austin, Texas, creating and implementing high growth strategies and cultivating key client and channel partner relationships.

Purple made the move earlier this year to TechSpace, a vibrant and creative shared office space, enabling the company to execute plans to build on the existing team.

In addition to the appointment of a new Director of Sales, Purple have also hired two Partner Success Managers, Shelly Parker and Katie Elston, and are currently recruiting an Enterprise Sales Manager and two Account Managers.

America is Purple’s largest market and having already collaborated with a number of businesses across the region including Miami Heat, Legoland, LifeWay and Michael Kors, the number of US customers is expected to soar in 2018.

The Purple platform now has 50 million users worldwide across 34,000 venues, and with offices in the UK (headquarters), US, Chile, Spain, Singapore and Australia, Purple’s growth shows no sign of slowing.

23rd March 2018

How our end users have absolute control over their data

End users of WiFi should have control over the data they are willing to share with companies. The General Data Protection Regulation (GDPR) comes into full force on 25th May this year, the biggest revision to data privacy and security in 20 years by the European Union parliament, but there is no reason end users around the world shouldn’t also benefit from more transparent terms of use.

We were proud to unveil our new Profile Portal in July 2017, as the first WiFi provider to give end users complete transparency of the data collected about them. GDPR outlines that individuals have a “right of access” to the information a company holds on them, and if requested the firm must supply the individual with their data within one month.

At Purple we’ve gone one step further by providing users with ongoing access to all personal data captured after signing up for WiFi, as well as providing the functionality to update their marketing preferences and export data, via our Profile Portal. This was not a mandatory part of the EU’s GDPR legislation, it’s a differentiating level of transparency we wanted to achieve for our end users around the world, as well as the users affected in the EU.

Individuals logging into WiFi at a Purple venue have ‘unambiguous consent’. This means they are fully aware of the terms they are agreeing to. When a guest WiFi user ticks the consent box on the WiFi splash page, they will be presented with a “Terms Overview” screen explaining exactly how their data will be used.

Our Privacy Policy within the login journey has also been reduced from 1600 to just 260 words, which means no more tedious legal jargon, just simplistic language that clearly outlines what we collect, why we collect it and what we do with the data.

At Purple, we know all too well how end users fail to read terms and conditions when signing up to guest WiFi. In July last year, we carried out an experience by adding a spoof term to our terms and conditions of logging into WiFi. Shockingly, 22,000 people agreed to 1,000 hours of community service to clean festivals toilets, paint snail shells and scrub gum off the sidewalk, just for free WiFi access. This two-week experiment proved why it was necessary to improve transparency for our global network of Purple WiFi end users, while meeting GDPR compliance.

More details about the Purple Profile Portal

The Profile Portal aggregates all of the information collected on the user when accessing WiFi at any Purple supported venue and is split into 3 main areas:

My Personal Information

This area allows the user to view all of the personal information that has been collected about them, which can include their first name, surname, email, date of birth and gender.

My Activity

Users can access a breakdown of their activities, including the venues they’ve visited, marketing communications received, surveys completed, devices used to login to the WiFi and the method used to connect to the network.

end user purple

My communication settings

We’ve given users the ability to view their marketing preferences and choose which companies are permitted to send them future marketing communications in this area of the Profile Portal.

The Profile Portal eradicates the big brother element of data capture and instead opens the doors and invites users to find out exactly what data is collected, how it will be used, and by whom. We have received overwhelming feedback from our partners and customers on how beneficial the early changes have been as the GDPR deadline looms (it’s only two months away!) and are proud to be leading the way in transparent WiFi data collection.

 

 

Read next: Top 10 Tips for GDPR

23rd March 2018

Purple takes home the Judges’ Award for International Success at Northern Tech Awards

Purple, global WiFi analytics providers, were last night presented with the Judges’ Award for International Success at the Northern Tech Awards, hosted by GP Bullhound.

The awards, held at The Hub in Edinburgh, recognized key players in the region’s digital sector and celebrated the fastest growing and most promising technology companies in the North.

Purple took their place at the top amongst a number of other leading innovators including Touch Networks, Sykes, MusicMagpie and Peak AI.

Purple has been well established in the UK for over 5 years, however, in recent years they have seen significant global year-on-year growth, largely down to the success of their US and APAC regions.

Just this month, Purple expanded their operations in the US, appointing a new Director of Sales to drive further growth across the US and Canada. The appointment came shortly after Purple announced a whirlwind 2017; during this time the company demonstrated a 367.2% increase in revenue compared to the previous year in America alone.

Purple CEO, Gavin Wheeldon said: “It’s an absolute honor to take home the Judges’ Award for International Success. We have worked hard to raise our global profile over the last couple of years and this award is testament to those efforts. We’ve got a big year ahead, and we are working on a number of exciting new developments that will help take our solution to the next level.”

The Purple platform now has 50 million users worldwide across 34,000 venues, and with offices in the UK (headquarters), US, Chile, Spain, Singapore and Australia, Purple’s growth shows no sign of slowing.

22nd March 2018

All access WiFi lands at Miami HEAT’s AmericanAirlines Arena

As part of the Miami HEAT’s commitment to make the AmericanAirlines Arena the premier sports and entertainment venue in South Florida, a wide-spread and secure guest WiFi network has been introduced to enhance the customer experience.

In July 2017, Purple was expertly installed across over 350 access points throughout the AmericanAirlines Arena to help the HEAT elevate the fan experience and encourage return visits.

Matthew Jafarian, Vice President of Digital Strategy and Innovation for the Miami HEAT, said: “Fans want to see video replays and real time statistics, and they want to be able to share their experiences instantly with friends and family. We needed to introduce a WiFi network that could meet those expectations.”

Following a directive to make the Arena’s network “the best WiFi out there”, in early 2017, the Miami HEAT went through an RFP process that looked at WiFi gear providers. Jafarian said: “Purple has provided a platform that has helped us achieve our goal of elevating the fan experience. Not only do fans have easy access to the WiFi throughout the Arena, but with the customer data we are collecting, we are able to personalize our interaction with new and returning guests and send automatic updates and information based on specific demographic criteria.”

Jafarian continued: “Online ticket sales mean that we don’t have the ability to collect as much data as we’d like on our visitors. Whether that’s through one fan buying multiple tickets, or fans purchasing tickets through third party websites; not to mention ticket resales. We miss out on a lot of data. Through the installation of WiFi analytics, we have been able to start bridging that gap.”

Since the installation in July, the Miami HEAT has seen over 230,000 people connect to the WiFi, with an average of over 28,000 visitors connecting each month. The HEAT has also reported that on average, around 20% of attendees are connecting to the WiFi during an event, whether that’s for an NBA game, concert or other activity. These numbers have “far exceeded our expectations”, said Jafarian.

From the data collected, the Miami HEAT has been able to confirm that 90% of people who come to the Arena are singular visitors. The HEAT are using the data collected on these individuals to try and maximize spend through custom splash pages; offering discounts on various food and beverages and merchandise from The Miami HEAT Store.

Jafarian concludes: “The guest experience has been and remains our primary focus and we feel like we have found an organization with similar values in Purple. Their team has been responsive and collaborative and we look forward to continue working with them.”

Gavin Wheeldon, Purple CEO said: “People have come to expect personalized content and experiences, so it is crucial that venues are able to identify and engage with their fans. The amount of data that is being collected is really impressive and I’m excited to see the impact this will have on driving retention and revenue for the Miami HEAT.”

Click here to read the full case study.