How Cloud4Wi unlocked in-store customer data for Guess

Guess is an American clothing brand and retailer that also specializes in accessories such as watches, jewelry, bags, and shoes. Conceived by the Marciano brothers in 1981, it was among the first companies to create designer denim jeans. Today Guess is one of the leading fashion retail brands worldwide, with over 14,000 employees and a strong global presence — 700+ stores across Europe and the Middle East, 400+ across the Americas, and another 400 in Asia and the Pacific.

Guess understood that staying relevant in fashion retail means adopting the right technology to create personalized experiences. It sought deeper insight into who its customers are and how they behave in-store — fueling its AI strategies with high-quality, up-to-date customer data for full personalization. Specifically, Guess wanted to:

• Provide seamless connectivity services in its stores
• Identify customers visiting its stores and understand their preferences
• Analyze in-store behavior to enable personalized interactions
• Reveal real-time moments to reach customers at the right time and place with personalized messages

Guess identified Cloud4Wi as the ideal way to build on its Cisco wireless infrastructure — providing seamless connectivity and digital services in stores while helping marketing create a 360-degree customer view. Cloud4Wi’s AI-powered martech integration framework was essential to deploying effective, customer-centric experiences.

Guess took a three-phase approach: (1) use multiple channels to promote marketing programs in-store; (2) build 360-degree profiles for all customers; (3) offer personalized experiences both physically and online. It began with a pilot across 90+ stores in Europe, then extended to the US. Cloud4Wi is now active across 700+ stores worldwide, collecting 30,000+ profiles per month.

To promote programs in-store, Guess launched branded, localized WiFi onboarding that incentivizes customers to connect and subscribe through a 100% consent-based approach. In-store data (email, phone, demographics, behavior) is activated through native integrations into the AI-powered martech stack. Cloud4Wi also checks in real time whether a customer already subscribed, presenting a different onboarding accordingly — avoiding duplicates and keeping data clean and actionable. The result: actionable, comprehensive profiles that fuel Guess’s AI strategies and personalized experiences.

In just months, the in-store data project showed strong, positive impact on Guess’s AI-driven marketing. Guess was able to:

• Deploy across 700+ global stores
• Collect 30,000+ new customer profiles per month across enabled stores
• Reveal 1M+ real-time moments per year

To boost impact, Guess planned to also sync Cloud4Wi data to Salesforce Marketing Cloud — using real-time moments to target customers at the right time and place. By joining 360-degree profiles with real-time triggers, Guess could send a welcome message the moment a customer enters an enabled store, incentivizing a purchase or service. It’s a powerful way to create context-aware, personalized interactions tailored to each customer.