New system helps Walkabout improve digital marketing

Walkabout Customers

Walkabout bars have increased bookings and interaction with customers through a new digital marketing system, including a 9,100% increase in visits to its website from emails.

Since introducing the customer relationship management (CRM) system in November, revenue from pre-booked parties has increased, with a 203% year-on-year rise for Christmas.

The CRM system was implemented by digital customer experience specialist Airship working in partnership with Sky’s The Cloud, Walkabout’s WiFi provider.

This has seen email traffic to the Walkabout website grow by 9,100% and driven a 2% increase in the open rate of Walkabout’s marketing emails to its 360,000-strong customer database.

The number of triggered emails for birthdays is up by 9% and the number welcoming new customers rose by 17%.

Owned by leisure operator Intertain, the 24-site Walkabout brand features big-screen sport, live music and other entertainment seven days a week.

Airship was set the challenge of linking Walkabout’s CRM programme to the data gathered through The Cloud, the Sky-owned service that provides free customer WiFi, to increase footfall and improve overall customer loyalty.

Dan Brookman, commercial director of Airship, said: “Walkabout’s customer visits are event-driven, so mapping the events taking place to the time customers are connecting to WiFi gives a clearer understanding of the behaviour of their most loyal customer types.

“Once we’d ‘cleaned’ their existing customer database by removing duplicates, standardising the entries and completing missing data, we then integrated the database far more closely with Walkabout’s website and party/table booking platform.

“We were then able to link with Sky to collect data on a daily basis from customers using the WiFi connection, both for the first time and every time they re-connect.”

Segmenting the data by session of the day and day of the week helped build a better picture of each customer and the type of events that bought them to Walkabout.

By integrating with The Cloud, Airship was able to make use of Knowledge Repeat, which records every customer WiFi session as it happens and reconnects the customer automatically on their next visit, removing the need to sign up again or remember log-in details.

As just one example, this means that if the customer’s visit coincided with rugby union being on the big screen, Walkabout can automatically notify the customer via email of upcoming rugby matches, and reward their loyalty with special offers.

Walkabout now has around 30,000 WiFi sessions a week with 13,000 unique users.

John Bettinson, market and customer insights manager at Sky, said: “Knowledge Repeat gives The Cloud’s commercial users a far greater and deeper understanding of the frequency of visits of their own customers, enabling them to see who’s visiting and returning to venue.

“Working with Airship’s analytics and segmentation platform, brands can compare WiFi analytics across multiple venues, as well as proactively market to WiFi users to drive more revenue or extend loyalty and customer feedback initiatives.

“Together, The Cloud and Airship are at the forefront of delivering the understanding businesses need into how WiFi data can deliver incremental revenue.”

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