RaiaDrogasil teams with Cloud4Wi to unlock location-based marketing in stores

Cloud4Wi has been selected by RaiaDrogasil, the largest drugstore company in Latin America in revenue and market capitalisation, to deploy location-based marketing technology across its 2,500 Brazilian stores.

Cloud4Wi’s solution has thus far enabled RaiaDrogasil to achieve 1.1 million customer sign-ups and a 235% uplift in revenue in three months.

The retailer can now present customers with a branded captive onboarding portal when they connect to any store’s guest WiFi network.

Through this portal, customers share their personal information such as full name, email address, phone number and CPF (personal training account) – to sync with the company’s Salesforce CRM platform.

They then receive an SMS with a link to their special offers that can be activated in the mobile app and bought either online or in-store.

To prevent duplicate records, Cloud4Wi also checks in real-time whether a new WiFi sign-up is a new or existing customer.

In the first three months after deployment, the campaign achieved an SMS opt-in rate of 75% and generated 2,200 individual transactions. The average revenue generated was R$ 390.45 for every 1,000 SMS messages sent.

Andrea Calcagno, CEO and Co-Founder, Cloud4Wi, comments: “Our mission at Cloud4Wi is to help physical retailers leverage the benefits of digital marketing, either to compete with the online world or to fill in the offline gaps in their digital customer journeys.”

“This is precisely what RaiaDrogasil set out to do, and Cloud4Wi proved the perfect solution to help level up their marketing campaign efforts.”

Aretha Cursino Rodrigues, Digital Marketing Manager at RaiaDrogasil, comments: “We knew that before any campaigns could be designed, we first needed a mechanism to effectively onboard customers and get them to share their data.”

“We also needed to do this in a way that complied with LGPD and with the consent of each individual customer. Now, upon entering one of our stores, an existing customer will automatically join the local guest WiFi network, allowing us to identify them and send perfectly timed deals based on their past purchases or online browsing activity.”

“We can also present new customers with a tailored onboarding experience so they can opt in to receive the same offers. We simply couldn’t have achieved this without Cloud4Wi’s close partnership and guidance.