A café chain in Malaysia grew its business by rolling out a WiFi-based CRM solution. It captured valuable customer behavior data and turned that into revenue through targeted ads and promotions sent by email and SMS.

Here’s how it works: WiFi-enabled smartphones constantly broadcast a unique device ID. The solution’s hardware picks up these IDs, strips out anything personally identifiable, adds time and location data, and stores it all in a database. An analytics engine then processes that data into customer insights for the café owner. A central hub pulls everything together into charts and visualizations the owner can check from anywhere, at any time.

With this kind of retail analytics in place, the café chain could build highly targeted campaigns, ones designed to pull in new customers and keep loyal ones coming back.

The client was struggling to get sign-ups and build a real customer database for their loyalty program. They also had no visibility into how customers actually engaged with their outlets: how long people stayed, how much they spent, how often they came back, or who they even were demographically.

A retail analytics solution rolled out across all the client’s outlets, built around a guest WiFi captive portal. It collected customer data and doubled as advertising space for the client. WiFi sensors picked up mobile device data, which the platform’s algorithms turned into shopping behavior insights: walk-bys, visitor counts, new versus repeat visitors, retention rate, visit frequency and recency, average dwell time per customer, and how dwell time was distributed across visitors.

Working from that data, the service provider built out highly targeted campaigns. A first-time WiFi sign-up campaign pulled in new customers with a 15 percent discount on cake products. A loyal customer campaign brought existing customers back with a 20 percent discount on coffee at specific days and times. A new products campaign kept existing customers engaged with the client’s latest launches.

The solution built a database of more than 3,000 names in just three months. The client also got detailed visitor trends across every outlet: demographics, visit counts, average dwell time, and visit frequency. That data fed directly into targeted campaigns designed to boost sales.

Once the campaigns launched, the client could measure ROI down to the detail, tracking email open rates and coupon redemption rates for each one. The result: stronger returns per campaign and a 3% revenue increase overall.

In-store Analytics: A 360-degree understanding of the Client’s store performance through insights like walk-by traffic, visitor traffic, capture rate, average visit duration and customer retention

The client decided to introduce more targeted campaigns based on customer visiting behavior, like rewarding a customer on their fifth visit in 30 days, or sending a message to someone leaving the café for the second time in a week.

They also chose to integrate the retail analytics solution with their point-of-sale system. That enabled seamless coupon claiming and brought sales data directly into the CRM platform.