TECHNOLOGY | Staff Reporter, UK

Wok&Go collaborates with Purple, Smarter WiFi to provide seamless WiFi

Purple, the intelligent spaces company, Smarter WiFi and TP-Link partnered with Wok&Go.

Wok&Go, the popular noodle bar franchise, sought the services of Purple and Smarter WiFi to give diners free WiFi access and supply their marketing team with a key source of CRM data. Smarter WiFi deployed Purple’s cloud based solution across seventeen of their UK branches using TP-Link hardware.

Charli McCann, Marketing and PR Manager for Wok&Go, said: “During the initial demonstration by Smarter WiFi, we found Purple’s platform to be very easy to use. All customer data and analytics were presented in a really straightforward layout, which puts the marketing team at ease when using it.”

Since the installation in late September, Wok&Go has collected over 7,000 lines of active customer data, which allows the marketing team to personalize their campaigns, increase dwell time, reward loyalty and communicate with diners both in real time and post visit.

Purple’s platform has also allowed the firm to identify that the majority of their customers are aged between 16-30 years old, meaning they can now develop more marketing messages suited to this age range, promoting offers such as student discounts.

McCann said: “Purple is what we specified that we needed from the outset, it offers great guest WiFi and provides us with meaningful insights, so it’s a real win-win.”

Going forward, Wok&Go is set to ramp up its digital marketing activity. They plan to transform their existing loyalty scheme into a digital format that syncs with Purple and explore SMS marketing, similar to the likes of Dominos. The brand is also looking to increase its presence in the UK by opening up a new site every six weeks throughout 2017, with each site offering free guest WiFi.

Commenting on the contract with WOK&GO, Gavin Wheeldon, CEO of Purple, said: “It’s fantastic to learn that Wok&Go has already achieved some great results that will positively impact the business. Not only have they connected diners, obtained a wealth of CRM data, and significantly grown their social following, but they have some interesting plans on the horizon that will be easily achievable by effectively utilising Purple’s solution. It will be exciting to see what Wok&Go achieve in 2017.”

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