Communications carrier MetTel and Carlo’s Bakery — of “Cake Boss” fame — have partnered to launch MetTel WiFi Analytics. The solution is designed to elevate the customer experience with access to a deeper view of customer preferences across Carlo’s Bakery’s 21 locations in the U.S. and Brazil.
The MetTel technology collects customer data from shoppers who are using WiFi-enabled devices in-store. The data includes browsing behavior and purchase choices. Insights gleaned from the data help Carlo’s make better-informed future product recommendations. In short, to the technology mimics the digital shopping experience in physical stores.
“We can measure and enhance the customer experience in physical stores just as we do online,” said Max Silber, Vice President for Mobility & IoT for MetTel in a statement. “Companies can now manage brick-and-mortar stores as if they were web sites by calculating conversions, continuous monitoring and optimization, piloting new offerings, zooming into shopping paths and behavioral patterns, segmenting based on behavior, and so on. This will open new tactics and techniques for better check-out line management, adjusting staff allocations based on actual customer needs, tracking and managing assets like shopping carts, and triggering marketing messages based on customer location.”
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Carlo’s Bakery was founded in 1910 in Hoboken, NJ. When Buddy Valastro, CEO of Carlo’s Bakery started to notice consumers shifting to online shopping and using mobile devices to browse before they purchased, he pivoted the company’s focus to building a digital foundation. The digital effort also helped Carlo’s reach a larger target audience.
“We wanted to give our customers the best possible experience through a digital in-store approach,” said Valastro in a statement. “It’s no secret that more and more people are shopping online but many of our customers also like the look and feel and human touch of our bakeries. This technology can help uncover hidden opportunities to bring us closer to our customers while giving them the customized benefits of online shopping — the best of both worlds.”
