Latin America drugstore chain RaiaDrogasil is leveraging its in-store WiFi network to offer location-based marketing across 2,500 Brazilian locations.
The solution, which is powered by Cloud4Wi, presents customers with an onboarding portal when they connect to any store’s guest WiFi network. Customers share their details, such as full name, email address and phone number, all of which is synced with the RaiaDrogasil’s Salesforce-based CRM platform. Then these shoppers receive an SMS with personalized offers that can be activated in the mobile app, online or in store.
The integration of the Cloud4Wi and Salesforce systems allows the retailer to combine all in-store and online interaction data to create a 360-degree customer profile and enable relevant, personalized offers. Customers that already have profiles in the system will be automatically joined to the WiFi when they enter a store and receive deals based on their past purchases or online browsing activity.
In the first three months since deployment, RaiaDrogasil has logged 1.1 million customer sign-ups with a 75% SMS opt-in rate and a 235% uplift in revenue. Early results show that the chain is generating an average revenue of 390.45 reais (approximately $73.75) for every 1,000 SMS messages sent.
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“We knew that before any campaigns could be designed, we first needed a mechanism to effectively onboard customers and get them to share their data,” said Aretha Cursino Rodrigues, Digital Marketing Manager of RaiaDrogasil in a statement. “We also needed to do this in a way that complied with LGPD [the Brazilian General Data Protection Law] and with the consent of each individual customer. Now upon entering one of our stores, an existing customer will automatically join the local guest WiFi network, and we can also present new customers with a tailored onboarding experience so they can opt in to receive the same offers.”
