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 and marketing.
In in the present day’s experience-driven financial system, bodily venues are a goldmine. From boutique accommodations to sprawling wineries, the chance to forge an enduring reference to a visitor has by no means been extra priceless. However how do you bridge the hole between a memorable in-person go to and an enduring 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 modern 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 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 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 important:
- 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 routinely despatched to their advertising and marketing platforms, resulting in handbook work, delays, and missed alternatives.
- Restricted Customization: The platform supplied no technique 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 fairly than the strategic asset it had the potential to be. Boisset knew they wanted to rework 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 begin from scratch. They’d already made a important funding in a sturdy, 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 and marketing 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 one of the best 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 current Cisco funding, Boisset might immediately deploy a complicated advertising and marketing answer, remodeling their community from a value 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 whole visitor WiFi expertise. When guests join, they’re now greeted with an attractive, 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 applied a frictionless, two-step knowledge assortment course of:
- Guests present their title, electronic mail, and ZIP code and comply with obtain advertising and marketing communications.
- They’re then supplied a ten% low cost on their subsequent order in trade for his or her cellphone quantity, offering a transparent worth trade.
Essentially the most important piece is what occurs subsequent. Due to a real-time integration with Dotdigital, Boisset’s CRM platform, new contacts are immediately obtainable 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 actually know them higher—not simply as guests, however as people with preferences, pursuits, and tales. This deeper stage of understanding has reworked the way in which we have interaction with our friends, 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 quick and spectacular. In simply the primary six months, the lean inside crew at Boisset achieved:
- Over 6,500 guests onboarded through the brand new visitor WiFi expertise.
- 3,000 new electronic 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 probably 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 means to boost our visitor expertise. What as soon as required a number of instruments and handbook processes is now seamless and automatic. We accumulate 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, 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 fee,” she says, “proving the software 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 presents 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 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 and marketing.
Their journey is much 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 correct technique and the correct companions, it may be your best software for bridging the bodily and digital divide, fostering loyalty, and uncorking new streams of income.
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