Case Study: Hitting the sweet spot with customer engagement

Whilst not solely used for the restaurant and hospitality industry, the Guest Wifi and Customer Engagement Solutions we provide serve businesses in the sector well. Improving both the service you provide to your customers and allowing you to make more savvy marketing decisions, just like Sugar On Top. The café has recently implemented the same system that Genius provides and has seen an impressive ROI. Our Guest Wifi partner shared this case study following their work.

THE OBJECTIVE

The Asian fusion café, known for uniting people with their passion for food, wanted to take their service to the next level by using WiFi to connect customers to more than just social media. Sugar On Top also wanted to personalize their interaction with customers to encourage loyalty.

Without the ability to analyze data from their WiFi network, the marketing team had little visibility over how often people visited, what their favourite choices were from the menu, when they were due special loyalty offers and how they interact socially with the Sugar On Top brand.

THE SOLUTION

Prior to using the system, Sugar On Top had their own WiFi network infrastructure in place, but no means of gathering data on their customers.

Now, by gathering key demographic customer data such as name, email, age, gender, hometown and frequency of visits, Sugar On Top have been able to personalize their interaction with customers and deliver highly targeted marketing campaigns. The impact? An increase in returning customers and an increase in sales.

RETURN ON INVESTMENT

Sugar On Top have seen a 160% increase in customers connecting to WiFi, thanks to the user friendly social login page, and a 30% increase in Facebook page likes. And after running several campaigns through the platform promoting new dishes and vouchers, Sugar On Top have reported that 60% of new customers are now returning for second and third visits and that membership applications have increased by 40%.

Commenting on the results achieved with the system, Derek Tan, Sugar On Top Co-founder said: “The numbers really speak for themselves when it comes to measuring our return – the results are incredible for such a short time… Marketing to our different customer segments has never been easier…”

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