Young’s enlists Wireless Social to uncover customer behaviour

Multi-site pub operator, Young’s has contracted Wireless Social to help realise their goals set around understanding their customers better and delivering a seamless digital customer journey, through utilising the guest data provided by its industry-leading guest Wi-Fi platform.

The installation, taking place across 200 venues including Smiths of Smithfield and The Naturalist, will allow Young’s to segment their customer base and determine individual preferences, to inform its ongoing marketing strategy for more direct targeting. Wireless Social will also push the pubco’s presence through personalised login pages across the platform.

Wireless Social’s login platform uses a venue’s Wi-Fi to collect an accurate source of customer data, including detailed information on the guests entering the venue. With consumers now expecting personalised marketing, the data provided from the social login is proving pivotal for operators, helping them to understand their customers and tailor their strategies accordingly.

Gillian McLaren, Director of Marketing from Young’s, said, “As we look to improve the guest experience across all of our venues, it’s extremely important that we have an in-depth understanding of who they are and what they like, to inform our strategy moving forward. We were very impressed with the personal and responsive service from Wireless Social, from initial trials through to implementing digital user journeys.”

Julian Ross, managing director, Wireless Social, commented, “We are thrilled to be working with a company as well renowned as Young’s to help them gain a clearer understanding of their customers. Through the installation of Wireless Social, they will be able to support their marketing by seeing when their customers are most likely to visit each venue, and whether it’s a campaign that has driven them there. We look forward to working with them closely to help achieve this goal.”