Elena Briola is VP of Advertising and marketing at Cloud4Wi, driving world GTM technique and positioning for the corporate’s AI-powered WiFi and site intelligence options. She has over 15 years of expertise in SaaS product advertising and marketing.
In right this moment’s experience-driven financial system, bodily venues are a goldmine. From boutique inns to sprawling wineries, the chance to forge a long-lasting reference to a visitor has by no means been extra invaluable. 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 corporations, 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 fashionable problem: their digital visitor expertise didn’t replicate the premium, customized nature of their model. The offender? A generic visitor WiFi service that was practical, 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 help significant buyer engagement. This created a irritating disconnect. Friends 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 answer had been vital:
- Absence of Analytics: Boisset couldn’t seize behavioral knowledge or generate insights about customer visitors and patterns at their varied properties.
- No CRM Integration: The visitor knowledge that was collected couldn’t be mechanically despatched to their advertising and marketing platforms, resulting in handbook work, delays, and missed alternatives.
- Restricted Customization: The platform supplied no method 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 slightly than the strategic asset it had the potential to be. Boisset knew they wanted to remodel this channel into a robust device for engagement and knowledge 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. That they had already made a vital funding in a sturdy, 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 and marketing 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 most effective 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 present Cisco funding, Boisset may immediately deploy a classy advertising and marketing answer, reworking their community from a price middle right into a wealthy supply of first-party buyer knowledge.
From Easy Connection to Strategic Dialog
With the joint Cisco and Cloud4Wi answer, Boisset reimagined their complete visitor WiFi expertise. When guests join, they’re now greeted with a gorgeous, English-language captive portal tailor-made to match the distinctive visible identification of the particular venue they’re in—whether or not it’s a historic vineyard or a connoisseur grocery retailer.
Boisset carried out a frictionless, two-step knowledge assortment course of:
- Guests present their title, e mail, and ZIP code and conform to obtain advertising and marketing communications.
- They’re then supplied a ten% low cost on their subsequent order in alternate for his or her cellphone quantity, offering a transparent worth alternate.
Essentially the most vital piece is what occurs subsequent. Because of a real-time integration with Dotdigital, Boisset’s CRM platform, new contacts are immediately out there 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 clients, 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 best way we have interaction with our friends, permitting us to ship extra customized, memorable experiences that replicate 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 speedy and spectacular. In simply the primary six months, the lean inner workforce 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 clients.
- A 7% conversion fee, with new contacts making a purchase order after signing up.
This final statistic is essentially the most highly effective. It proves the answer does extra than simply seize knowledge; it identifies and “primes” friends 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 reworked our skill to boost our visitor expertise. What as soon as required a number of instruments and handbook processes is now seamless and automatic. We acquire and act on customer knowledge in actual time, enabling focused communications and smarter, extra dynamic advertising and marketing methods.”
Diana Breashears, Director of Ecommerce and Digital Advertising and marketing, known as it an “simple win,” notably as a result of it stuffed a vital visitor want in an space with unreliable cell service. “Most spectacular was the excessive conversion fee,” she says, “proving the device successfully ‘primed’ friends for post-visit engagement and long-term relationship-building.”
Your Community Is Your Subsequent Nice Advertising and marketing Channel
The Boisset Assortment’s story provides 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 high of a strong 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 and marketing.
Their journey is way from over. Boisset plans to broaden 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 pondering of visitor WiFi as simply an amenity. With the suitable technique and the suitable companions, it may be your only device for bridging the bodily and digital divide, fostering loyalty, and uncorking new streams of income.
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