Through the installation of Wifi analytics, in just four months, Mall Las Brisas have collected data on over 5,000 unique individuals, and plan to use this data to personalize customer engagement.
In February 2017, Purple was expertly installed by network provider, InCloud, across a number of access points throughout Las Brisas.
The analytics solution offered by Ubiquiti that Las Brisas were previously using had limited reporting and dashboard functionality, which made it increasingly difficult to analyze the data collected on customers.
Not only this, but the WiFi network was patchy at best and connectivity often dropped off. Without seamless login for guests, customers would have to login back into the WiFi every time they stepped out of range of an access point.
Lucas Lizza, CTO at Las Brisas, said: “The lack of seamless login was a huge pain point for us. Guests would get disconnected every time they moved away from an access point, and would have to go through the whole login process again to reconnect. This really limited the amount of data we were able to collect.”
Through installing Purple, Las Brisas hoped to deliver a widespread and secure guest WiFi network to enhance the customer experience, whilst also collecting valuable demographic and behavioral data to support marketing campaigns and personalize customer engagement.
Marcia Raldes, CMO at Las Brisas commented: “We hoped to gather as much data from our customers as possible, and use this data to build better marketing and sales strategies tailored towards key customer demographics, like, dislikes etc. We also hoped to resolve the technical challenges we faced with our previous network.”
Lizza said: “During our initial research phase, we found that Purple had a lot more features than other Wifi Analytics providers. The analytics and reports from Purple were far more advanced than any others we had seen, and a significant improvement on what we had in place”.
Since the installation, Las Brisas has seen over 5,000 unique users connect to the WiFi, with this figure slowly increasing as more people become aware of the new WiFi infrastructure.
Lizza said: “The number one benefit of having Purple in our shopping mall is that the solution affords us the opportunity to get to know our customer base. We want to enhance the customer experience, and to do this we need to understand our customers preferences and expectations.
“Around 6,000 people visit the mall each day and Purple has enabled us to start capturing their data. We’ve so far been really impressed with the solution, and it is great to see that the number of people connecting to the WiFi is increasing each week. We put this down to awareness, but also the ease of access for customers and the seamless login.”
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