Resorts World Birmingham

Driving guest engagement and data capture while saving days of manual marketing effort

1.7 Million

Logins

Total logins across all venues since the July 2022 implementation

64%

Opt-in Rate

Marketing opt-in rate through the platform for tailored CRM campaigns

630,000

Unique Users

Individual guests captured across the multi-use national footprint

Challenge

Resorts World Birmingham operates a diverse portfolio including casinos, a hotel, a spa, and leisure spaces. Before implementing Purple, the team lacked the ability to tailor the WiFi experience for specific venues or audience segments. Content management was manual and time-consuming, and they were unable to capture high-quality marketing data in their CRM.

Capture quality marketing opt-ins
Create bespoke journeys for different audiences
Provide seamless access across all venues

Solution

By deploying Purple across 328 Cisco Meraki access points, Resorts World Birmingham unified their guest experience. The team now utilises LogicFlow to schedule and deliver targeted messages to different audience groups within a single venue at specific times of the day.

Setting up custom splash pages enables the marketing team to launch seasonal campaigns instantly. The data captured is automatically synced with a custom CRM, enabling highly segmented remarketing efforts that were previously impossible.

On-brand, frictionless WiFi experience
LogicFlow for automated audience segmentation
Direct integration with custom CRM

Return on Investment

Since the launch in July 2022, the platform has seen massive engagement with 1.7 million logins. In 2025 alone, the system managed 255,000 unique users. Beyond the numbers, the marketing team has seen significant operational ROI, saving several days of manual work when introducing new campaigns.

The customer experience has been equally impacted; guest complaints regarding connectivity have been virtually eliminated, and the brand now possesses a reliable, high-performing communication channel for real-time guest engagement.

630,000 unique all-time WiFi users
64% marketing opt-in rate
621,000 logins managed in 2025 alone

“Previously, our WiFi login was hard to manage, time consuming to change and did not have the ability for us to segment for our different audiences within one venue. Since we started using Purple we have not only gained a reliable and high performing opt-in channel, but we have also gained an additional comms channel to communicate our seasonal campaigns quickly, easily and reliably with different audience groups that visit our venues at varied times of the day.”

Sarah McHugh

Senior Digital Manager, Resorts World Birmingham

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