Leading leather brand rolls out Purple’s WiFi and analytics solution across Colombian stores

High-speed WiFi is now available to CUEROS VÉLEZ S.A.S shoppers in Colombia thanks to the installation of Purple’s advanced WiFi and analytics solution by MAAKAL S.A, which also allows the retailer to capture detailed customer insights.

CUEROS VÉLEZ S.A.S owns more than 230 stores across Colombia and more than 20 stores across Costa Rica, Guatemala, México, Panamá, and Perú, selling quality leather goods for men, women and the home. In July 2017, the retailer received a demonstration of Purple’s solution by MAAKAL S.A after expressing an interest in public WiFi that could simultaneously allow them to learn more about their customers.

CUEROS VÉLEZ S.A.S was highly impressed by the platform, the team recognized that it would allow them to make a return from their WiFi infrastructure by capturing data such as their customers’ name, age, email address, gender, location and frequency of visits to their stores. WiFi analytics is a reasonably new concept in the region so the brand also liked the idea of being a pioneer of the technology and gaining more knowledge about their in-store shoppers in comparison to competitors.

Commenting on the decision to implement Purple in selected stores across Colombia, José Gregorio Marín Buitrago, IT Director for CUEROS VÉLEZ S.A.S, said: “Technology has been a key ally in the development of our communication strategy with customers throughout the last 30 years of trading. We constantly analyze the specific needs of the company by utilizing technological platforms like Purple as it allows us to make informed decisions in new markets and explore different lines of business.”

Throughout the last month, Purple and Cisco Meraki hardware has been rolled out across a select number of Velez, Velez Home, and Velez Outlet stores in Colombia by Certified Purple Partner, MAAKAL S.A. The retail brand wanted to initially install Purple’s solution in stores near their main headquarters in Medellin and hope to gradually introduce it to other shops in their estate.

Primarily, CUEROS VÉLEZ S.A.S is using Purple for data capture and once a large volume of customer information has been captured their marketing team plans to use it to develop targeted customer campaigns. Through learning who their visitors actually are, where they come from and how loyal they are to the brand, they can develop offers and emails accordingly. The team will also start to measure the return they get from distributing more tailored communications and promotions.

Purple’s Micro Surveys feature has also been activated, which allows CUEROS VÉLEZ S.A.S to collect customer feedback from anyone that accesses the network. When a customer logs in, they are asked to rate their experience and leave a review. So far, 100% of their WiFi users have answered the short survey, with 74% of people rating their in-store experience as 5 stars, the highest rating available.

Through utilizing this feature, CUEROS VÉLEZ S.A.S is now capturing feedback from customers with ease and can act upon all responses. This will not only help them to improve the in-store experience for shoppers but it also saves time and money as staff members won’t have to distribute paper surveys and enter feedback manually, which can often lead to inaccurate data due to human error.

Commenting on the partnership with CUEROS VÉLEZ S.A.S, Gavin Wheeldon, CEO of Purple, said: “As Purple expands its presence across South America it is fantastic to welcome on board retail brands like CUEROS VÉLEZ S.A.S. The retailer has already seen positive results from our Micro Survey feature, and looking ahead the brand will be able to make strategic business decisions and develop informed communications based on the detailed customer information and feedback all collated in the Purple portal.”

Share this post

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Privacy Preference Center

Performance

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site. We don't track user IP address.

_ga, _gid, _gat

Optimazation

_biz_*, calltrk_landing, calltrk_referrer, calltrk_session_id, site_identity

Personalization

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site. We don't track user IP address.

_ga_, _gid_, _gat_

LiveRamp

LiveRamp cookies allow advertisers to display on the websites you visit, relevant offers based on your consumption habits as well as measure the performance of their advertising campaigns. To work, this service is based on the deposit of a cookie on your browser when opening an email or when you visit to the site of one of Liveramp’s partners. These cookies only share your encrypted email address in an irreversible way thus allowing Liveramp to create a technical key associated with these cookies. By depositing these cookies some technical information can be automatically collected (such as your IP address, your operating system or your browser type). These cookies do not track your navigation. Liveramp do not store any information related to your connection. You can at any time easily oppose the deposit of these cookies by clicking: https://liveramp.uk/privacy or http://www.aboutads.info/choices

a