How Clinton Street Bakery Recaptured Lost Customers With Targeted WiFi Marketing
Introduction:
This case study explores how Clinton Street Baking Company transformed its approach to customer retention by implementing Affinect's visitor engagement platform. By intelligently targeting lapsed loyal customers, the restaurant achieved an impressive 825% ROI on its technology investment while generating valuable customer feedback and immediate revenue.
The Challenge:
Disappearing Loyal Customers
Despite offering exceptional dining experiences, Clinton Street Baking Company faced a critical business challenge: loyal customers were silently disappearing. The restaurant identified several pressing issues:
Without a data-driven solution to identify and re-engage these lapsed customers, the restaurant was continuously losing valuable relationships and the significant lifetime value they represented.
Regular patrons stopped visiting without any indication of why
Invisible Customer Churn:
Wasted Marketing Resources:
General promotional campaigns weren't specifically reaching at-risk valuable customers
Previously loyal customers who had visited 3+ times were slipping away
Lost Relationship Value:
Feedback Vacuum:
No systematic way to understand why formerly loyal customers had stopped returning
- Single, high-impact email campaign combining feedback gathering and incentive
- Customer satisfaction survey to collect valuable insights about the reasons for absence
- A compelling 50% discount offer valid at any location to motivate immediate return
- Clear redemption window (1 week), creating urgency while providing flexibility
Dual-Purpose Campaign Strategy:
Smart Audience Segmentation:
- Identified customers who had visited 3+ times (demonstrating loyalty)
- Filtered for those not seen in the past 90 days (indicating potential churn)
- This precise targeting identified 9% of their total customer base as high-value recovery opportunities
Leveraging Affinect's WiFi marketing platform, Clinton Street Baking Company implemented a precisely targeted win-back campaign:
Strategic Lapsed Customer Recovery
The Solution:
The Results:
Exceptional Engagement and Revenue Impact
The targeted recovery campaign delivered remarkable performance metrics:
Beyond these impressive metrics, the campaign provided invaluable qualitative feedback about why customers had lapsed, enabling operational improvements to prevent future customer attrition.
38% Campaign Engagement Rate: Nearly 4 in 10 lapsed customers responded to the outreach
18% Coupon View Rate: Strong interest in the promotional offer
3.5% Redemption Rate: Successful conversion of lapsed customers back to active status
825% ROI on Technology Investment: Exceptional return on the Affinect platform subscription
$950 in Direct Revenue: Immediate financial impact from reactivated customers
This successful customer recovery initiative demonstrates powerful insights for hospitality businesses:
Key Takeaways:
Data-Driven Customer Identification: WiFi tracking enabled precise identification of high-value lapsed customers who would have otherwise remained invisible
Feedback + Incentive Strategy: Combining a survey with a substantial offer created dual value for both business and customer
Location Flexibility: Allowing redemption at any location removed barriers to customer re-engagement
Targeted Efficiency: Focusing exclusively on the most valuable 9% recovery segment maximized campaign ROI
Technology ROI: 825% return demonstrates the exceptional value of strategic customer data activation
This recovery campaign showcases how Affinect's platform transforms guest WiFi into a powerful customer retention tool. With strategic guidance from Affinect's account management team, this implementation demonstrated how WiFi marketing can specifically address customer churn through:
This case study illustrates how transforming passive WiFi connections into strategic marketing assets can recover at-risk customer relationships, generate immediate revenue, and deliver an exceptional return on technology investment.
Implementation Insights:
Automated Customer Identification: Using visit history to pinpoint high-value recovery opportunities
Intelligent Segmentation: Focusing on the precise 9% of the database representing the highest recovery potential
Strategic Offer Design: Creating compelling incentives calibrated to customer value
Performance Analytics: Measuring engagement, redemption, and revenue impact to calculate precise ROI