Challenges
McDonald's wanted to enhance the dining experience through digital transformation. This included being able to capture customer data, advertise and promote current campaigns and encouraging visitors to download and engage with the brand's App. Additionally, they had several issues with the existing solution including poor connections that dropped off the networks
- Improve the dining experience
- Capturing customer data
- Driving App downloads
Solution
The infrastructure, equipped with Purple’s WiFi analytics solution, gives diners access to a fast and secure WiFi connection whilst also allowing McDonald’s to collect key demographic and behavioral data – ultimately transforming the network into a revenue generation tool for the McDonald’s brand.
When accessing the network, customers have the option to login via ‘OneClick’, or Facebook. They are then redirected to a language specific online splash page using Purple’s automated marketing tool, LogicFlow. McDonald’s Belgium has also used Purple’s custom splash pages to advertise a number of promotions and encourage app downloads.
- Fast and secure WiFi connection
- Custom splash-pages
- Key demographic and behavioral data
Return on Investment
Since the installation in May 2017, the hamburger giant has seen over 8 million visits to their restaurants, and have collected over 2.5 unique visitor records, assisting them in improving the visitor experience and driving digital transformation.
Crucially, with an enterprise class captive portal in place, the number of WiFi related, on-site visitors from IT engineers has reduced by 90%
- 8 million visits to the restaurant
- Sharp increase in app downloads linked to specific campaigns
- 90% reduction in the number of on-site IT visits required
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