How Grupo Sanborns turned in-store WiFi into a media channel worth $88m+ MXN
Across its three core retail brands, Grupo Sanborns worked with Purple and partner Telmex to rebuild the multilingual WiFi journey into a high-conversion media channel and an insight engine.
Customer journeys
Scale achieved across the group's three core retail brands
New customers
Record database growth from friction-free, permission-based data capture
Credit card prospects
The share of connecting customers converted into high-value credit card leads
Combined ROI (MXN)
The total measured return across data capture and campaign engagement
The challenge
Grupo Sanborns wanted its in-store WiFi to do more than get customers online. The goal: optimize the multilingual WiFi experience so it works as a high-conversion media channel and an actionable insight engine across three very different retail brands.
- A multilingual customer base that needed the right journey in the right language, automatically
- A need for marketable records and customer insight to keep growing across the group's brands
- Campaigns, promotions and advertising with no owned in-store media channel to run them on
The solution
With Telmex, Grupo Sanborns deployed automated, tailored multilingual journeys on the Purple platform: LogicFlow automatically serves each customer a personalized sign-in experience in the right language.
The journey itself became the media channel. High-impact video and survey modules were integrated directly into the WiFi experience, running 19 campaigns that turned everyday connections into brand engagement and first-party data.
- Automated, tailored multilingual journeys personalized to each customer
- High-impact video and survey modules integrated into the sign-in journey
- 19 marketing campaigns run through the WiFi channel
The results
The program reached 11 million customer journeys across the group's three core brands and added 1.4 million new customers to the database, record growth from friction-free data capture valued at more than $57m MXN.
The campaign engine performed too: more than 1.7 million survey responses and over half a million video views across the 19 campaigns, valued at more than $31m MXN, while 71% of connecting customers converted into credit card prospects. Combined, the program returned more than $88m MXN.
- 11M customer journeys and 1.4M new customers across three core brands
- More than 1.7M survey responses and 539K+ video views across 19 campaigns
- More than $88m MXN combined ROI, with 71% of customers converted to credit card prospects
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