How Boisset Collection unlocks the power of guest WiFi to elevate customer engagement and CRM effectiveness

The Boisset Collection is one of the world’s most innovative and diversified family-owned fine wine companies. With estates in Napa Valley, Sonoma, and across France, Boisset brings together centuries-old heritage, a bold entrepreneurial spirit, and a deep appreciation for design, sustainability, and storytelling. The company doesn’t simply craft wines—it curates immersive experiences that connect visitors with the soul of each location.

Before partnering with Cloud4Wi, Boisset was using a third-party WiFi solution across its locations. While the solution offered basic WiFi access, it lacked the depth of insight needed to support meaningful customer engagement. The primary limitations were:

• Absence of analytics: The existing solution didn’t allow Boisset to capture behavioral data or generate location-specific insights.
• No CRM integration: Data could not be automatically funneled into the company’s marketing platforms, creating delays and gaps in outreach.
• Limited customization: The platform didn’t allow for differentiated branding and messaging across Boisset’s various properties.

As a result, WiFi was seen as a commodity rather than a strategic asset. Boisset knew there was an opportunity to transform this channel into a powerful engagement and data collection tool.

Boisset Collection turned to Cloud4Wi to help reimagine the guest WiFi experience across its venues. The solution needed to be easy to implement over the existing network infrastructure, while offering the flexibility and intelligence that existing solution lacked.

Boisset’s venues were already equipped with Cisco hardware, a robust and cloud-managed network that allowed Cloud4Wi’s solution to be layered on top seamlessly. No hardware upgrades or replacements were needed— Cloud4Wi integrated natively into the existing setup.

In addition, Cloud4Wi stood out against the existing solution for several reasons:

• Its rich analytics capabilities
• Real-time CRM integrations
• A flexible platform that allowed location-specific configuration and branded experiences
• A clean, user-friendly dashboard that gave Boisset’s marketing and IT teams full control

Boisset implemented an English-language captive portal, with a consistent flow across all locations. Each portal was tailored to match the visual identity and experience of the specific venue—whether a winery or their gourmet grocery store.

Boisset Collection simplified data collection in two phases:

• Step 1: Visitors provide their name, email address, ZIP code, and agree to marketing communications.
• Step 2: They are asked for their phone number to receive a 10% discount on their subsequent order.

This simplified flow offered a frictionless user experience while ensuring compliance and capturing high-quality data. Thanks to real-time integration with Dotdigital, Boisset’s CRM platform, new contacts were instantly available for follow-up communications and nurture campaigns.

Boisset Collection launched the solution in December 2024 at their eight locations, which include seven wineries and a boutique grocery store and wine merchant. Unlike previous deployments, this project did not require third-party resellers or partners—Boisset managed the process internally, leveraging Cloud4Wi’s intuitive platform and support resources. Despite being a lean deployment team, the results came quickly and clearly:

• Over 20K visitors onboarded in one year
• 73.7% marketing opt-in
• 7% conversion rate (% new contacts who purchased)

Cloud4Wi has transformed WiFi from a background utility into a strategic channel for the Boisset Collection. It now serves three major functions:

• Enhanced Guest Experience: Visitors enjoy fast, branded, and seamless WiFi access that reflects the premium nature of Boisset’s venues. The onboarding journey is elegant and straightforward, encouraging engagement rather than creating barriers.
• Strategic Data Collection: Boisset now captures essential first-party data, including email, ZIP code, and mobile numbers, along with marketing consent. This data fuels more relevant and timely outreach, improving the ROI of email campaigns and increasing repeat visits.
• Marketing Automation and Personalization: The CRM integration allows Boisset to deliver welcome emails and targeted campaigns almost instantly after a guest connects. The team can now segment audiences by location, ZIP code, or frequency of visit, enabling advanced marketing use cases.

Boisset Collection is embarking on the second phase of its WiFi initiative, a strategic undertaking designed to extend the wireless network’s coverage to encompass every property within their esteemed portfolio. This expansion is not merely about providing connectivity; it’s a fundamental component of a broader vision to significantly enhance the guest experience through tailored digital interactions. Furthermore, this phase aims to unlock deeper levels of customer understanding by leveraging the data generated through network usage.

Key strategies include:

• Location-based messaging: Proactively engage on-site guests with
  targeted digital coupons and promotions to encourage visits to other
  Boisset Collection locations and enhance brand engagement.
  
• Local initiatives promos: Promote sponsored initiatives, special events
  across properties, and local events like the Festival Napa Valley.
  
• Wine Passport: Introduce a gamified loyalty program rewarding guests
  who connect to WiFi at four designated locations with an exclusive gift,
  encouraging exploration of the Boisset Collection portfolio, repeat visits,
  and stronger loyalty.