The Mexican food chain, Mad Mex, wanted to take their service to the next level through offering exceptional and secure guest WiFi to enhance the customer experience, whilst also collecting valuable demographic data to support marketing campaigns and personalize communications.
In November 2016, WiFi analytics was successfully installed across approximately 50 Ubiquiti access points in over 50 restaurant locations across Australia.
Ronan Alonzo, IT Manager for Mad Mex, said: “From our initial engagement with Purple, we confirmed that the product met a number of our requirements. We were keen to implement a scalable solution that mirrored our business growth and that would integrate well with our existing infrastructure. We were also looking for a solution that had a centralized reporting platform and API access so we could integrate the data collected with our own CRM.
“Purple’s dashboards, data visualization and reporting tools allow us to understand the data we have collected and identify key customer demographics. The solution has bridged the gap between our customers and our ability to reach out to those customers on a more personal level.”
Through personalizing their marketing, Mad Mex hope to encourage repeat visits, increase the number of customers signing up to their loyalty program, and increase their social following to elevate brand awareness.
Alonzo continues: “Initially, we were very surprised by the number of customers that were happy to provide their personal details when logging into the WiFi. In the last 12 months, close to 22,000 people have connected, 58% of which logged in via Facebook, Twitter or Instagram.
“Our CRM is near the final stages of being built, and it’s great to know that the data is there and ready to be used by the marketing team to personalize our communications, relevant to each of our customer groups.”
Since the installation, Mad Mex have seen over 25,000 customers connect to the WiFi. Over the past 12 months, Mad Mex have also seen a steady increase in the number of returning customers to their restaurants. When comparing the number of return visits, month on month, between January 2017 and January 2018, we saw that on average the number of return visits increased by 7.14 percent.
Commenting on the solution, Alonzo said: “Purple has provided a platform that has helped us achieve our goal of elevating the customer experience. Not only do customers have access to a strong WiFi network throughout our restaurants, but with the customer data we have collected, we will be able to begin personalizing our interaction with new and returning guests.
“I see a promising future with Purple and I am excited to collaborate on future projects to build on what is already a robust, secure, and valuable solution to guest WiFi”.
Gavin Wheeldon, Purple CEO said: “It’s fantastic that through offering guest WiFi, Mad Mex have seen a positive impact on customer retention. It will be really interesting to see how this figure changes when Mad Mex start to personalize their engagement with guests.”
Click here to read the full case study.