Success story: Gaucho
Specialising in premium Argentinian steaks and wines, Gaucho opened its first restaurant in 1994 in London, with a dedicated vision of bringing the world’s best steak to the UK.
They now have 20 restaurants across the UK and have won a number of awards for their steak - premium Black-Angus cattle bred at hand-selected farms.
Challenge
Like any other operator, the Gaucho marketing team has a lot of exciting news and offers to share with their customers. In order to effectively communicate, they needed to maximise the opt-in rate for their in-venue guest Wi-Fi. Their marketing opt-in rate sat at 56%, which was under the 70% average that Wireless Social customers usually see.
Our insights
Our Wireless Social’s Customer Success team have tried and tested a lot of different opt-in messages throughout the years, and the results have always proven the same - a simple and short opt-in message encourages more guests to opt-into marketing. It turns out at at the time, Gaucho’s message was quite long and descriptive, which we suspected was the cause of their lower opt-in rate.
Our solution
Our team suggested a temporary test to see if a simpler opt-in message would boost Gaucho's opt-in rate. The new message was simply "agree to receive marketing material?", which is Wireless Social's recommended message.
Results
In the 2 months prior to the change, the Gaucho opt-in rate sat at 56.4% with 7104 lines of new marketable data collected. In the 2 months after the opt-in message had been changed, the opt-in rate increased to 63.6% and they collected 9815 lines of new marketable data. That’s a 7% increase in the amount of guests who signed up to receive communications from Gaucho, and much more data being pushed into their email database every day!
