How Smart WiFi Marketing Helps Pubs Drive More Footfall and Repeat Customers

WiFi marketing helps pubs attract more customers and keep them coming back by turning free internet access into a business tool. Here’s how it works:

• Collect Customer Data Automatically: Over 90% of visitor data is captured when customers log in to WiFi, compared to less than 20% with traditional methods.
• Boost Loyalty Program Success: Digital rewards like free drinks or discounts achieve redemption rates of up to 78%.
• Increase Repeat Visits: Automated campaigns can bring back 30-45% more customers.
• Save on Marketing Costs: Cuts promotional expenses by over £1,200 annually.

Pubs using WiFi marketing have reported a 63% growth in email lists within three months and a 22% increase in repeat visits with loyalty programs. By combining customer data with targeted offers, pubs can improve foot traffic, optimize promotions, and grow revenue.

Getting More Customers Through WiFi Marketing

Collecting Customer Data Through WiFi

To enhance your marketing efforts, focus on refining how you gather customer data through WiFi login options. The key is offering a fair exchange: customers provide their details in return for easy, hassle-free WiFi access.

Here’s how some pubs are optimizing their WiFi data collection:

Once collected, this data becomes a powerful tool for targeted marketing campaigns, helping businesses drive customer engagement and retention.

Turning WiFi Users Into Loyal Customers

The right offers can turn casual WiFi users into loyal patrons by catering to what motivates their visits. For example, research from Cloud4Wi shows that location-based promotions can convert 12% of sidewalk traffic into paying customers.

Here are some of the most effective first-visit offers:

A great example is The Alchemist bar chain, which used a WiFi solution to collect 60,000 emails in just three months. This effort resulted in 32% more repeat visits and a 17% increase in spending.

To maximize the impact of your promotions, consider segmenting them based on:

• Time of visit: Morning coffee specials vs. late-night drink deals.
• Group size: Offer table upgrades for groups of four or more.
• Customer type: Discounts for first-time visitors or bonuses for loyalty members.

“Bring-a-friend” offers are another effective strategy, increasing new customer acquisition by 19%. Remember to keep it simple: send only one promotion per visit and focus on location-based targeting within a half-mile radius.

Turning First-Time Visitors into Regulars

Digital Loyalty Program Setup

With modern tools, tracking and rewarding customer visits has never been easier. The goal is to create a smooth, hassle-free experience that encourages customers to join without feeling pressured. Rewards are triggered automatically once specific visit milestones are reached.

Here’s how pubs often structure their WiFi-based loyalty programs:

These systems integrate with CRM platforms to apply rewards automatically when customers meet the criteria. For instance, after a guest logs into your WiFi for the fifth time, they could instantly receive a digital voucher for a free drink.

This approach not only keeps customers engaged but also helps bring back those whose visits may be tapering off through targeted win-back campaigns.

Win-Back Campaign Strategies

Re-engaging customers who haven’t visited in a while is key to maintaining steady business. Automated systems can flag customers who haven’t returned within 30 days, triggering personalized win-back campaigns.

“We saw a 25% redemption rate on our win-back campaigns by sending personalized offers based on customers' previous visit patterns”, shares GoZoneWiFi’s latest case study.

Some effective tactics include:

• Personalized timing: Send offers during times they usually visited, like Thursday evenings.
• Order history references: Mention their favorite drinks or dishes to make the message feel personal.
• Time-sensitive deals: Include clear expiration dates to create urgency.

A great example is The Red Lion pub in Manchester. They introduced a loyalty strategy offering a free pint after every five visits. This initiative led to a 22% boost in repeat visits within three months, helped them gather data from 3,500 customers, and increased their overall revenue by 15%.

Segmenting lapsed customers based on their engagement history can further refine your approach:

Setting Up Your WiFi Marketing System

Choosing the Right WiFi Marketing Software

To make your campaign effective, pick a system that includes these key features:

Installation and Launch Steps

Once you’ve chosen your software, setting it up is straightforward, thanks to modern plug-and-play hardware. According to WifiData, most pubs achieve full coverage in under 2 hours.

Here’s a breakdown of the typical setup process:

Encourage your staff to highlight WiFi perks during greetings - for instance, offering digital menus right when customers arrive.

Three-Week Rollout Plan

To get the most out of your WiFi marketing system, roll it out in stages over three weeks:

• Week One: Focus on capturing emails and encouraging social media check-ins.
• Week Two: Add loyalty rewards, like a free drink after a certain number of purchases.
• Week Three: Use the data you’ve collected to send personalized offers.

This phased approach ensures your pub can smoothly implement the retention strategies you’ve planned.

Tracking Results and Making Improvements

Once your WiFi marketing system is up and running, keep a close eye on these key metrics to fine-tune your strategy:

Key Metrics to Monitor

Review these metrics weekly using your WiFi marketing dashboard to spot trends and identify areas for improvement.

Experimenting with Campaigns

Leverage your data to test and refine your campaigns:

Phased Promotion Testing
Try running different promotions for two-week periods to see which performs better. For instance, compare a “20% off drinks” offer with a “BOGO appetizer” deal.

Audience Segmentation
Divide customers based on how often they visit. Start by targeting occasional visitors (1-2 visits per month). According to WifiData, this approach can increase return rates by 23%.

Fine-Tuning Campaigns
Use your WiFi marketing platform’s analytics to adjust:

• Email Timing: Send emails when customers are most likely to visit.
• Offer Types: Focus on deals with higher redemption rates.
• Landing Pages: Track conversions to improve page designs.

System Maintenance
Ensure your system runs smoothly by focusing on:

• Network Availability: Keep WiFi accessible during busy hours.
• Data Accuracy: Maintain up-to-date customer profiles for better targeting.

Conclusion: Making WiFi Marketing Work for Your Pub

Key Benefits for Pubs

By using the strategies mentioned earlier, pubs can see measurable improvements, including a 28% increase in foot traffic, 22% higher redemption rates for digital coupons compared to print, and 18-27% more repeat visits through automated loyalty programs.

These numbers highlight how guest WiFi can shift from being just an expense to becoming a tool for generating revenue. The secret is using customer data effectively to create targeted campaigns while keeping operations smooth.

Steps to Get Started

To unlock these benefits, focus on three essential steps:

1. Create Branded Login Pages

• Design splash screens that reflect your pub’s style.
• Offer immediate perks, like welcome rewards, to encourage signups.
• Track how many guests are signing up.

2. Automate Loyalty Rewards

• Use your loyalty program to send automated rewards.
• Tailor offers based on how often guests visit.
• Prioritize quick-redeem rewards - 78% are redeemed within 3 days .

3. Fine-Tune Campaigns

• Keep an eye on recapture rates; aim for 41% of customers to return in 30 days.
• Experiment with different types of offers and timing.
• Adjust campaigns based on what works best for your audience.

FAQs

What is WiFi Analytics?

WiFi analytics uses public WiFi access points to monitor visitor behaviors and spending patterns. Here’s a breakdown of key metrics it tracks and how they impact businesses:

These metrics are crucial for refining loyalty programs and win-back campaigns, as discussed earlier.

To use WiFi analytics responsibly:

• Get explicit consent: Clearly inform users about data collection during WiFi sign-up.
• Protect privacy: Use encryption and secure storage to safeguard data.
• Prioritize relevant metrics: Focus on data that aligns with and supports business goals.
• Follow regulations: Adhere to local data protection laws like GDPR.

One standout benefit for pubs is the ability to measure campaign success in real-time. The system can track whether promotions lead to more visits or longer stays. By connecting these insights to specific campaigns, pubs can fine-tune their strategies for better results.

Want to find out more, let us know by hitting the Chat with Us button, we can even recommend wifi installers too.

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About The Author

Charlie is a freelance CMO providing services to a small number of clients in the UK.