The Asian fusion cafe, known for uniting people with their passion for food, wanted to take their service to the next level by using guest WiFi to connect customers to more than just social media. Midway through 2017, Sugar On Top rolled out WiFi analytics with Purple, TP-Link and Ungguh Holdings Sdn Bhd across their network of restaurants in Malaysia.
By gathering key demographic customer data, such as name, email, age, gender, hometown and frequency of visits, Sugar On Top have been able to personalize their interaction with customers and deliver highly targeted marketing campaigns. The impact? A significant increase in returning customers and an increase in sales.
Within the first few months of installation, Sugar On Top have seen a 160% increase in customers connecting to WiFi, thanks to the user friendly social login page, and a 30% increase in Facebook page likes. After running several campaigns through the Purple platform promoting new dishes and vouchers, Sugar On Top have also reported that 60% of new customers are now returning for second and third visits with membership applications increasing by 40%.
Commenting on the results achieved with Purple, Derek Tan, Sugar On Top Co-founder said: “The numbers really speak for themselves when it comes to measuring our return – the results are incredible for such a short time with Purple. Marketing to our different customer segments has never been easier, and has made Purple a key part of our engagement strategy across all our stores!”
Sugar On Top installed Purple across all four outlets in Johor Bahru and used the data gathered via their safe and secure network to conduct email marketing campaigns for their new products, store openings and meal promotions.
Customers can log onto the WiFi network via either a short form or through social media. The customizable splash pages and login journey can be changed at any point depending on the campaigns the marketing team want to run through Purple’s intelligent LogicFlow marketing tool.
Commenting further, Tan said: “Purple really amazed me with the insights we can now gain through our WiFi. I didn’t realise how important the information we are gathering through the Purple platform could be to my business until I saw the real-time results.
“We pride ourselves on bringing something new to our customers with our different and creative foods. Now our customer experience can truly highlight our unique offering across Malaysia to each customer who enters the cafés.”