Social Wi-Fi and Analytics to Deliver Dividends for Restaurants

| April 30, 2014

SALT: New American Table, a local farm-to-table restaurant has employed AirTight to give the restaurant a social media management service as well as guest Wi-Fi, retail analytics, social sign-in, and wireless PCI compliance – all from a single provider, with local support from Frontera.

Airtight Networks has cracked the code on how to deliver meaningful customer experiences specific to each individual through the delivery of personalized analytics in real time. Understanding individual customer behaviors can now be driven by actionable data. Businesses are always looking at ways to improve sales and efficiency. AirTight analytics provide answers to common questions like:

  • How long does each customer stay and shop?
  • How often do they come in?
  • How effective are my marketing campaigns?
All of this data can be collected and analyzed with just a few clicks of a mouse. Drew Lentz of Frontera Consulting, a systems integrator in McAllen, Texas, is building a new service business around AirTight’s analytics and platform, by packaging social media management and retail intelligence with his traditional integration services around Wi-Fi.

Big company analytics are now within reach of the little guy. Now any business, even one with a tight marketing budget, can validate the effectiveness of its marketing spend by gauging if it’s attracting more customers or more dollars per customer in real time. This is done non-disruptively through automated Wi-Fi collection of anonymous or customer opt-in analytics gathered via a customer’s smartphone or wireless device. The easy and automated manner in which this customer data is gathered is what makes it so effective – sample sizes of data are much larger and more representative than a business could secure via manually administered and otherwise disruptive surveys.

Small businesses could have only dreamed of such precise affirmation of their marketing programs before – and all of this is being done for them by Frontera’s team, so they do not have hire additional staff to conduct surveys, IT personnel to manage the system or number crunchers to analyze the data. The service packages run from $399 to $699 monthly and include social media updates and metrics, retail intelligence, and local 4-hour service guarantee (included in the $699 per month package).

Actionable Wi-Fi analytics drive business decisions
“We get to validate both our offline and online marketing. For example, by encouraging social sign-in into guest Wi-Fi, we can see effectiveness of our Facebook marketing –without interrupting our guests’ dining experience with a face-to-face survey or a paper questionnaire,” said Mark Garza of Roosevelt’s at 7, a celebrated restaurant and pub.

The potential of analytics is huge in a service business. Restaurants can customize menus based on what’s popular on a particular day, schedule staff properly based on high and low traffic data, conduct A/B testing and understand how promotions and events effect sales.

Garza explains: “We noticed that we had a slowdown in business on weekdays between 6-8 pm. By analyzing data provided by Frontera, we saw that we had a significant drop off in our key demographic, 24 to 35 year-olds, at that time. Assuming these were families or couples with children, we are evaluating a promotion geared towards families. We hope to see an increase in traffic during those hours and get a measurable return on our marketing effectiveness.”
On the social side, you can use the data to cater to your customers. For example, Frontera’s system and custom middleware application integrate favorite artist information gleaned from Facebook: when a user connects via a social plug-in, the soundtrack of the restaurant automatically adapts to include their favorite artists via a customized internet radio station on Spotify.

“Our Wi-Fi analytics data is telling us that customers are spending longer in the restaurant once we began monitoring personalized services three months ago. We’ve had a 10 percent increase each month in those customers staying longer than the average 45 minutes. We also saw a 20 percent increase in traffic on 30 to 45 minute stays,” says Garza. “This is just the type of data we need to continue to study effectiveness of our marketing programs, promotions, and visitor experience.”

AirTight delivers brand building and awareness through guest Wi-Fi services and visitor analytics; brand protection through security, WIPS (wireless intrusion prevention) and PCI (Payment Card Industry) compliance; and brand engagement through social Wi-Fi, customer promotions and loyalty programs.

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