Elena Briola is VP of Advertising and marketing at Cloud4Wi, driving international 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 in the present day’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 useful. 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 revolutionary family-owned wonderful wine firms, understands the artwork of expertise. With gorgeous 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 trendy problem: their digital visitor expertise didn’t mirror the premium, customized nature of their model. The wrongdoer? 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 provided connectivity however lacked the intelligence to help significant buyer engagement. This created a irritating disconnect. Friends would have an unbelievable 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 current answer had been vital:
- Absence of Analytics: Boisset couldn’t seize behavioral information or generate insights about customer visitors and patterns at their numerous properties.
- No CRM Integration: The visitor information that was collected couldn’t be mechanically despatched to their advertising platforms, resulting in guide work, delays, and missed alternatives.
- Restricted Customization: The platform provided no strategy to create branded, tailor-made login experiences for every distinctive property within the Boisset portfolio.
In consequence, 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 strong software for engagement and information assortment.
The Basis for Success: The Energy of Cisco + Cloud4Wi
The great thing about the answer was that Boisset didn’t want to begin from scratch. They’d already made a important funding in a strong, cloud-managed community infrastructure from
Cisco. This highly effective basis supplied the safe, dependable, and scalable connectivity essential to deal with visitor 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 prime of current 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 anticipate 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 current Cisco funding, Boisset may immediately deploy a classy advertising answer, reworking their community from a price heart right into a wealthy supply of first-party buyer information.
From Easy Connection to Strategic Dialog
With the joint Cisco and Cloud4Wi answer, Boisset reimagined their whole visitor WiFi expertise. When guests join, they’re now greeted with a stupendous, English-language captive portal tailor-made to match the distinctive visible identification of the precise venue they’re in—whether or not it’s a historic vineyard or a connoisseur grocery retailer.
Boisset carried out a frictionless, two-step information assortment course of:
- Guests present their identify, electronic mail, and ZIP code and comply with obtain advertising communications.
- They’re then provided a ten% low cost on their subsequent order in trade for his or her telephone quantity, offering a transparent worth trade.
Essentially the most important piece is what occurs subsequent. Because of 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 actually know them higher—not simply as guests, however as people with preferences, pursuits, and tales. This deeper stage of understanding has remodeled the best way we have interaction with our company, permitting us to ship extra customized, memorable experiences that mirror the spirit of Boisset and our household assortment of locations. “
The Outcomes: A Classic 12 months for Information and Engagement
The answer was launched in December 2024, and the outcomes had been instant and spectacular. In simply the primary six months, the lean inside group at Boisset achieved:
- Over 6,500 guests onboarded by way of the brand new visitor WiFi expertise.
- 3,000 new electronic 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 information; it identifies and “primes” company who’re already heat to the model, turning a constructive 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 remodeled our potential to boost our visitor expertise. What as soon as required a number of instruments and guide processes is now seamless and automatic. We gather and act on customer information in actual time, enabling focused communications and smarter, extra dynamic advertising methods.”
Diana Breashears, Director of Ecommerce and Digital Advertising and marketing, referred to as it an “simple win,” significantly as a result of it stuffed a important visitor want in an space with unreliable cell service. “Most spectacular was the excessive conversion price,” she says, “proving the software successfully ‘primed’ company for post-visit engagement and long-term relationship-building.”
Your Community Is Your Subsequent Nice Advertising and marketing Channel
The Boisset Assortment’s story gives 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 answer like Cloud4Wi on prime of a strong Cisco basis, Boisset remodeled their WiFi from a background utility right into a strategic channel that enhances the visitor journey, collects invaluable first-party information, 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 appropriate technique and the appropriate 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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