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.
In immediately’s experience-driven financial system, bodily venues are a goldmine. From boutique resorts to sprawling wineries, the chance to forge a long-lasting reference to a visitor has by no means been extra beneficial. 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 wonderful wine corporations, understands the artwork of expertise. With beautiful 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 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 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 have been important:
- Absence of Analytics: Boisset couldn’t seize behavioral knowledge or generate insights about customer site visitors and patterns at their varied properties.
- No CRM Integration: The visitor knowledge that was collected couldn’t be routinely despatched to their advertising 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 somewhat than the strategic asset it had the potential to be. Boisset knew they wanted to rework this channel into a robust instrument 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 start out from scratch. They’d already made a vital funding in a strong, 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 potential.
That is the place the Cisco and Cloud4Wi partnership shines.
Cloud4Wi’s platform is designed to layer seamlessly on high 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 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 may immediately deploy a complicated advertising answer, remodeling their community from a price heart 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 a wonderful, 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, electronic mail, and ZIP code and comply with obtain advertising communications.
- They’re then supplied a ten% low cost on their subsequent order in trade for his or her telephone quantity, offering a transparent worth trade.
Probably the most vital piece is what occurs subsequent. Because of 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 prospects, 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 interact with our visitors, 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 have been fast and spectacular. In simply the primary six months, the lean inside workforce 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 prospects.
- 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” visitors who’re already heat to the model, turning a optimistic 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 capability to reinforce our visitor expertise. What as soon as required a number of instruments and handbook processes is now seamless and automatic. We gather and act on customer knowledge 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 “straightforward win,” significantly as a result of it crammed a vital visitor want in an space with unreliable cell service. “Most spectacular was the excessive conversion fee,” she says, “proving the instrument successfully ‘primed’ visitors 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.
Their journey is way from over. Boisset plans to develop 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 correct technique and the correct companions, it may be your handiest instrument for bridging the bodily and digital divide, fostering loyalty, and uncorking new streams of income.
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