186% increase in customers connecting to guest WiFi
48% increase in facebook followers in first 3 months
Over 3,000 customers opted to login via Facebook
Over 7,000 lines of active customer data collected
Wok&Go is a popular noodle bar franchise, specialising in creating food inspired by Chinese, Thai, Indonesian, Japanese and Malaysian cuisine. The brand, originally formed in 2008, sought the services of Purple and Smarter WiFi to install a guest WiFi solution that captures detailed analytics about their diners. Purple’s solution was successfully deployed in seventeen of their twenty UK branches in September 2016.
Prior to September of last year, Wok&Go had no guest WiFi solution in place but their management team recognised that most diners now expect WiFi when eating out. Following the refurb of a number of outlets throughout 2016, the firm was keen to implement a seamless guest WiFi service for visitors whilst allowing their head office team to gather customer data and insights.
Wok&Go needed one stable solution that would allow them to collect data from those people who were actually visiting and eating at their restaurants. They wanted more than just email addresses, they wanted demographic data about as many of their diners as possible which would support the delivery of meaningful, targeted campaigns to both regular and disengaged customers.
Wok&Go looked at a number of WiFi and Analytics platforms but found that the package available from Purple and Smarter WiFi was considerably cheaper, plus very straightforward to use and install.
Commenting on Purple’s cloud based platform, Charli McCann, Marketing and PR Manager for Wok&Go, said: “During the initial demonstration by Smarter WiFi, we found Purple’s platform to be very easy to use. All customer data and analytics were presented in a really straightforward layout, which puts the marketing team at ease when using it. Purple is what we specified that we needed from the outset, it offers great guest WiFi and provides us with meaningful insights, so it’s a real win-win.”
Purple’s WiFi and analytics solution was installed by Smarter WiFi using TP Link hardware, with access points located in every branch. Each site is small to medium in size, which meant that the Smarter WiFi team was able to implement the whole package at 17 branches across a three-day period.
A Recipe for Success
Since the installation in late September, Wok&Go has collected over 7,000 lines of active customer data, which allows the marketing team to personalize their campaigns, increase dwell time, reward loyalty and communicate with diners both in real time and post visit.
In the first three months, the number of people accessing the WiFi in their restaurants has increased by 186% and the official Wok&Go Facebook page saw a 48% increase in followers compared to the same period the year before. A significant proportion of customers are using social media to access the free guest WiFi, with over 3,000 customers opting to login via Facebook since the solution went live.
Purple’s platform has also allowed the firm to identify that the majority of their customers are aged between 16-30 years old. This means that they can now develop more marketing messages suited to this age range, promoting offers such as discounts for students.
Taking into consideration the results already obtained by Wok&Go in terms of customer data and social interaction, the company could make a 23:1 return on investment based on the estimated value placed on a qualified CRM record, social follower and customer review.
Wok&Go are set to ramp up their digital marketing activity over the next year having implemented a brand-new website. The business currently has a card based loyalty scheme in place but it is looking at ways to translate this into a digital format that syncs with Purple.
The business is also keen to explore SMS marketing, similar to the likes of Dominos, so that they can push messages and promotions to those who have previously visited the Wok&Go restaurants.
As well as upgrading their technologies, the brand is set to increase its presence in the UK by opening up a new site every six weeks throughout 2017. Guest WiFi will be available at every new site that is opened, which means there is a huge opportunity for the team to increase their marketing output, encourage repeat custom and increase profits.