Company overview

Headquartered in Sesto San Giovanni, Italy, Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands.
The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas.

The challenge

At a time when third-party cookies are being phased out, and campaigns that rely on third-party databases for mass targeting are on the brink of obsolescence, Campari Group understood that a first-party data approach was the only way to craft personalized experiences. To achieve their goal, the company decided to collect consumer data at diverse events and create a comprehensive 360-degree view of their consumers. This would include using multiple sources to support the entire consumer journey across all touchpoints, both online and face-to-face, creating real-time moments that build long-lasting consumer relationships.

For this, Campari Group turned to WiFi as a complimentary offer to their consumers visiting its Brand Houses and office locations. The company needed an enterprise WiFi platform that could onboard consumers seamlessly, distinguish new consumers from existing ones, and also collect data from bartenders depending on the nature of the event. How this WiFi platform integrated with its current martech stack would be crucial in every aspect of the company’s consumer omnichannel experience.

The solution

To revamp their existing WiFi initiative, Campari Group was looking for a platform that would not only support branded WiFi services leveraging their Cisco Meraki WiFi infrastructure but also gather consumer location data while maintaining privacy on a global scale.

Through consulting with market research firm Gartner, engaging with WiFi manufacturer Cisco Meraki, and seeking the valuable insights of other prominent retailers like Valentino, a clear frontrunner emerged: Cloud4Wi. Hence, Campari Group strategically selected Cloud4Wi as their technology partner. This decision proved to be a masterstroke, as Cloud4Wi seamlessly aligned with Campari Group’s multifaceted requirements – from both the IT and marketing teams’ perspective.
Campari Group began to deploy Cloud4Wi in December 2018, when it immediately became apparent to the IT teams involved that rolling out WiFi in more than 51 locations was much less complicated than had been anticipated.

Cloud4Wi made it easy to create the beautiful, branded captive portals for their offices and their brand houses, including Camparino and Galleria Campari in Milan, Appleton in Jamaica, Forty Creek in Canada and Terrazza Aperol in Venice. The captive portals were customized in terms of brand visual identity, style, and language, but – crucially – they could also be tailored in terms of policies (privacy, terms of use, marketing, and profiling). Campari Group was also able to offer consumers multiple login options, including social media, email, and phone number sign-up. Consumers who decided to sign in had to verify their age in accordance with local data protection and legal drinking age regulations, which could vary depending on the geographical location. For instance, in the USA only consumers aged 21 and up were permitted to subscribe to Campari Group’s newsletter and marketing communications.

Using Cloud4Wi, Campari Group was also able to send an enticing email upon consumers’ departure from the location, asking for their valuable feedback on their on-premises experience.

Offering WiFi services paved the way for Campari Group to know who consumers are, how they find out about the on-premises experience and how they interact with their locations, including the locations visited, the date of the visits, and the average dwell time.

Thanks to Cloud4Wi’s easy integration, all consumer data is fed into Campari Group’s Microsoft Dynamics 365 Customer Insights platform. This allows Campari Group to gain a more in-depth knowledge of its consumers granting a true 360-degree consumer view by also leveraging the following data sources:

  • AnyRoad, used to capture consumer data – especially bookings – related to live experiences and events.
  • Constant Contact, used for email marketing and containing contact profiles.
  • Sprinklr, supporting social media monitoring and enabling search profiles.
  • Splash, an event marketing solution for events.

Results

Thanks to its partnership with Cloud4Wi, Campari Group is now able to collect actionable consumer location data, all synced seamlessly with the company’s CDP. Here are the main KPIs:

  • Active locations: 51
  • New contacts in the last three months: 9K+

Next steps

This is only the beginning for Campari Group, as the company plans to roll out Cloud4Wi across more locations including the “light houses” – those are the locations of key local partners where consumers can live the quintessential experience of our brands.

Campari Group has also a plan to streamline the WiFi access. This is why they are launching a pilot project to leverage Wi-Fi CERTIFIED Passpoint and enable onboarding through a QR code. Passpoint will create an automatic, secure, and portal-free WiFi experience to consumers on their arrival, making data collection even more seamless.

The company finally plans to unlock the true potential of location-based marketing, delivering hyper-personalized consumer journeys that can outperform even the most carefully curated digital marketing. By feeding consumer location data into the company’s Microsoft Dynamics 365 Marketing, Campari Group will be able to send personalized messages at the right time and place to consenting consumers based on their real-time actions at key locations.

Campari

51

locations

9,000+

new consumer contacts