Armadale Castle, Gardens and Museum of the Isles, is acquiring detailed profiles about those who visit the 20,000-acre Highland estate thanks to a WiFi and analytics solution delivered by Purple, the intelligent spaces company, and 3DK.
The 5-star visitor attraction, located in South Skye, Scotland, previously had a basic open WiFi network but had no way of capturing data about tourists visiting the historic site. Managed service provider, 3DK, was tasked with finding a solution that would allow the team at Armadale Castle to learn more about visitors and grow their limited customer database. Purple’s WiFi and analytics solution plus Zyxel hardware was deemed to be the perfect fit for the estate.
Commenting on the decision to implement Purple at the site, Danny MacRae, Partner at 3DK, said: “We spent a lot of time looking at various WiFi products available and we were extremely impressed with Purple’s capabilities compared to other solutions on the market. The analytics captured by Purple equip Armadale Castle with all of the key visitor data that they required to expand their database and improve their customer marketing communications.”
3DK, a Zyxel Premium Partner, installed the solution at the castle in April and free connectivity is now available at the Stables Café and onsite museum. The estates marketing team is gathering detailed profiles about everyone that logs on to the WiFi and are then exporting the data into their CRM database. With Purple, the team can identify their target market and see where visitors are from, which is useful when developing segmented marketing campaigns for specific audiences.
Iain Farquharson, Finance Director for Armadale Castle, Gardens and Museum of the Isles, comments: “We have so many visitors from all over the world and we were looking for a solution that would allow us to successfully capture customer data so we can better understand our customers and where they come from. The team at 3DK implemented the new Purple system very efficiently and professionally. We can now use this data to target our marketing and promotional campaigns much more effectively.”
Since going live the venue has already captured almost 3500 lines of active customer data, with 40% of users selecting social media to login to the WiFi. Purple’s analytics have also identified that the castle attracts visitors from around the globe, with some of the most popular visitor locations including cities in the UK, the US, Russia, South America and Australia.
Iain added: “We’re only a couple of months in and we already have a great breakdown of who are customers are. Looking to the future, we feel that Purple will help our business greatly.”
Going forward, the team at Armadale Castle may start using additional features available on the Purple portal, including the TripAdvisor connector, which automatically prompts visitors to submit a review, and the Micro Survey feature that lets customers distribute surveys to their WiFi users.
Gavin Wheeldon, CEO of Purple, said: “We’re delighted to be working with Armadale Castle to help the team expand their customer database and improve customer engagement. Purple has proven to be an effective tool for tourist attractions around the globe as it helps them to discover where their visitors are actually from and develop targeted marketing accordingly. It’s great to hear that 3DK recognised the value of our solution for Armadale Castle and we are looking forward to working with them in the future.”