Elena Briola is VP of Advertising and marketing at Cloud4Wi, driving world GTM technique and positioning for the corporate’s AI-powered WiFi and placement intelligence options. She has over 15 years of expertise in SaaS product advertising.
In at present’s experience-driven economic system, bodily venues are a goldmine. From boutique motels to sprawling wineries, the chance to forge a long-lasting reference to a visitor has by no means been extra beneficial. However how do you bridge the hole between a memorable in-person go to and a long-lasting digital relationship? For a lot of companies, the reply lies hidden in plain sight, powered by the very community they already personal.
The Boisset Assortment, one of many world’s most progressive family-owned high-quality wine firms, understands the artwork of expertise. With beautiful estates throughout Napa Valley, Sonoma, and France, they don’t simply promote wine; they curate immersive journeys that join guests to the soul of every location. But, they confronted a distinctly fashionable problem: their digital visitor expertise didn’t mirror the premium, customized nature of their model. The perpetrator? A generic visitor WiFi service that was purposeful, however nothing extra.
The Problem: A Disconnected Expertise
Earlier than partnering with Cloud4Wi, Boisset’s visitor WiFi was a easy utility. It supplied connectivity however lacked the intelligence to assist significant buyer engagement. This created a irritating disconnect. Company would have an unimaginable time touring a winery or having fun with a tasting, solely to depart with out establishing a transparent digital touchpoint.
The first limitations of their present resolution had been vital:
- Absence of Analytics: Boisset couldn’t seize behavioral knowledge or generate insights about customer site visitors and patterns at their numerous properties.
- No CRM Integration: The visitor knowledge that was collected couldn’t be mechanically despatched to their advertising platforms, resulting in guide work, delays, and missed alternatives.
- Restricted Customization: The platform supplied no approach to create branded, tailor-made login experiences for every distinctive property within the Boisset portfolio.
Consequently, their WiFi community was seen as a easy commodity relatively than the strategic asset it had the potential to be. Boisset knew they wanted to remodel this channel into a robust software for engagement and knowledge assortment.
The Basis for Success: The Energy of Cisco + Cloud4Wi
The fantastic thing about the answer was that Boisset didn’t want to start out from scratch. That they had already made a crucial funding in a strong, cloud-managed community infrastructure from
Cisco. This highly effective basis offered the safe, dependable, and scalable connectivity essential to deal with visitor site visitors throughout their eight properties in Napa and Sonoma. All that was lacking was an intelligence layer to unlock its advertising potential.
That is the place the Cisco and Cloud4Wi partnership shines.
Cloud4Wi’s platform is designed to layer seamlessly on high of present Cisco {hardware} with out requiring any upgrades or replacements. This highly effective mixture delivers the perfect of each worlds:
- IT groups are assured of the world-class safety, reliability, and community administration they count on from Cisco.
- Advertising and marketing groups are empowered with a user-friendly dashboard and a set of instruments designed to show connectivity into dialog.
By leveraging their present Cisco funding, Boisset may immediately deploy a complicated advertising resolution, reworking their community from a value heart right into a wealthy supply of first-party buyer knowledge.
From Easy Connection to Strategic Dialog
With the joint Cisco and Cloud4Wi resolution, Boisset reimagined their whole visitor WiFi expertise. When guests join, they’re now greeted with a fantastic, English-language captive portal tailor-made to match the distinctive visible id of the particular venue they’re in—whether or not it’s a historic vineyard or a gourmand grocery retailer.
Boisset carried out a frictionless, two-step knowledge assortment course of:
- Guests present their identify, e mail, and ZIP code and conform to obtain advertising communications.
- They’re then supplied a ten% low cost on their subsequent order in change for his or her telephone quantity, offering a transparent worth change.
Probably the most crucial piece is what occurs subsequent. Due to a real-time integration with Dotdigital, Boisset’s CRM platform, new contacts are immediately accessible for follow-up communications and nurture campaigns.
As Jean-Charles Boisset, Proprietor and President, says “Cloud4Wi has allowed us to create a compelling two-way dialog with our prospects, enabling us to really know them higher—not simply as guests, however as people with preferences, pursuits, and tales. This deeper degree of understanding has reworked the way in which we have interaction with our visitors, permitting us to ship extra customized, memorable experiences that mirror the spirit of Boisset and our household assortment of locations. “
The Outcomes: A Classic Yr for Knowledge and Engagement
The answer was launched in December 2024, and the outcomes had been quick and spectacular. In simply the primary six months, the lean inside crew at Boisset achieved:
- Over 6,500 guests onboarded by way of the brand new visitor WiFi expertise.
- 3,000 new e mail addresses acquired, offering a direct line to extremely engaged potential prospects.
- A 7% conversion price, with new contacts making a purchase order after signing up.
This final statistic is probably the most highly effective. It proves the answer does extra than simply seize knowledge; it identifies and “primes” visitors who’re already heat to the model, turning a optimistic on-site go to into tangible income.
As Patrick Egan, Senior Vice President of Advertising and marketing and Communications, notes, “Cloud4Wi’s integration with our CRM system has reworked our capacity to boost our visitor expertise. What as soon as required a number of instruments and guide processes is now seamless and automatic. We acquire and act on customer knowledge in actual time, enabling focused communications and smarter, extra dynamic advertising methods.”
Diana Breashears, Director of Ecommerce and Digital Advertising and marketing, known as it an “simple win,” significantly as a result of it crammed a crucial visitor want in an space with unreliable cell service. “Most spectacular was the excessive conversion price,” she says, “proving the software successfully ‘primed’ visitors for post-visit engagement and long-term relationship-building.”
Your Community Is Your Subsequent Nice Advertising and marketing Channel
The Boisset Assortment’s story affords a transparent lesson for any enterprise with a bodily location and a Cisco community: your infrastructure is a launchpad for a world-class buyer expertise. By layering a marketing-focused resolution like Cloud4Wi on high of a stable Cisco basis, Boisset reworked their WiFi from a background utility right into a strategic channel that enhances the visitor journey, collects invaluable first-party knowledge, and powers automated, customized advertising.
Their journey is way from over. Boisset plans to increase the community’s protection and introduce thrilling new initiatives like location-based messaging and a gamified “Wine Passport” loyalty program.
It’s time to cease considering of visitor WiFi as simply an amenity. With the best technique and the best companions, it may be your only software for bridging the bodily and digital divide, fostering loyalty, and uncorking new streams of income.
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