Following a successful trial in seven of its Las Iguanas branded outlets; Casual Dining Group (CDG) has made the decision to move forward with a full rollout of the hospitality Wi-Fi and guest analytics platform from industry specialists, Wireless Social. The deal, which runs until 2023, and covers all brands and outlets is set to ensure that CDG will remain at the cutting edge of data-driven guest engagement and digital experiences for some time to come.
There were several important considerations for the CDG marketing teams when choosing the right solution. Namely, the solution should enable data capture for more detailed and complete guest profiles, allow better customer segmentation for a more targeted approach to their marketing, and deliver additional insights into guest behaviour. The CDG team also wanted to be able to measure the success of the ongoing marketing campaigns across a number of different marketing channels, whilst integrating the data directly with their existing CRM, guest feedback, and other critical technology platforms.
The CDG marketing team, known for being a progressive force for the advancement of technology in the sector, elected to implement Wireless Social’s complete service, which includes social login, Presence Analytics, and data integrations with their existing marketing technology stack, an arsenal comprising of Fishbowl, Feed It Back, and Eagle Eye.
By using the data gathered from the Wi-Fi service to feed into their wider digital services, CDG can now segment data into very specific audiences for email and social media marketing. In addition, the data integrations allow for automated guest feedback requests, the sending of vouchers and rewards in real-time to guests when they are in the venue, and provide reports to measure guest’s visit frequency and loyalty over time and as a direct result of their marketing efforts.
Celia Pronto, CDG’s Chief Customer and Digital Officer, commented, “We have been aware of the work Wireless Social have been undertaking with other operators in the sector and we were keen to test out the service for ourselves. We noticed an increase in data collection volume and a marketing opt-in rate of over 75% very early on in the trial. This alone is huge for us but the icing on the cake is the presence reports. They provide us with valuable and actionable insights and an unparalleled set of reports, highlighting trends in guest behaviour during and following our various campaigns.”
CEO of Wireless Social, Julian Ross added, “We are just thrilled to be working with CDG. We have built our solution to help operators like Casual Dining Group to delight their guests. It’s a real testament to our mission that they have recognised that we are the provider to support them in realising their goals, now and for the long-term.”