With the rise of mobile ordering for take-out and delivery, restaurants are working to get customers back in their dining rooms.
One way to achieve that goal is through personalized marketing. To help simplify and modernize a restaurant’s marketing solutions there is Adentro. Through their data capturing software Adentro provides owners and operators with the information they need to launch successful marketing campaigns that include personalization at scale.
Adentro was founded in 2012 and while they were formerly known as Zenreach, they rebranded to Adentro last year to more accurately represent the value they bring to brick-and-mortar businesses. “Adentro means ‘inside’ in Spanish, which gets us closer to the benefit we provide to physical businesses at the in-store level,” said Adentro VP of Marketing, Megan Wintersteen. “The company founders saw that ecommerce had an advantage when it came to customer visibility and data compared to the brick-and-mortar level. They sought to close this visibility gap for businesses with physical locations when it came to their in-store customers.”
The Adentro marketing platform helps businesses better understand and market to their customers based on customer visit behavior. While it’s typical to see WiFi portals that captures guest email addresses, Adentro takes it a step further.
“We are not only capturing the email address, we are also capturing the unique device ID of the guest’s mobile device. That unique combination is then associated with an individual guest profile in your customer database, allowing operators to get a better understanding of a customer’s visit behavior and how they respond to your marketing,” said Wintersteen. “So now instead of measuring emails and ads with clicks, you’re measuring performance based on real customer visits to your restaurant.”
The other benefit of leveraging WiFi for visit data is that it gives the restaurant operator more modern visit data than traditional loyalty programs. In addition to understanding how many times a guest visited or how recently, it’s also possible to understand dwell time, walking in versus walking by, and what time of day and day of the week they visited.
For example, operators can use a feature called Labels to tag guests that visit during certain days and times. Labeling guest profiles with lunch guest versus happy hour guest allows marketers to develop different segments for communication, which is only going to make it more effective.
Access to Adentro simply requires a subscription and that a working guest WiFi network with compatible hardware in the restaurant location. From there, Adentro can simply log in remotely to make a few configuration changes and the system is set up in minutes. “Other than that, the only time additional investment is needed is if your existing WiFi access points are outdated,” explained Wintersteen. “In that case you would need to update them to make them compatible with the Adentro platform. We will assist the restaurant or operator in finding up-to-date access points and systems.”
With the connection to a location’s WiFi, the Adentro platform is then able to track to the visit behavior of a restaurant’s customers seamlessly and automatically. Previously the only way to do that was for a customer to be enrolled in a loyalty program.
Whether a restaurant has two locations or 200, Adentro is built to accommodate the needs of both independent and multi-unit operators. “We understand how busy the hospitality professional is, so we built this so that it doesn’t require daily or weekly management,” said Wintersteen. “Our system is built to enable personalization at scale, and we understand how important automation is for our audience.”
For those looking to take their marketing to the next level with modern customer visit data, Adentro offers a unique solution. By simply connecting the Adentro marketing platform with your in-store guest WiFi, you can reinvigorate your restaurant’s marketing efforts and better understand customer visit behavior.
Discover how hundreds of restaurants are tracking guest visit behavior and fueling their marketing efforts through Adentro by visiting their website.
