How PerDormire turns one-time store visitors into brand ambassadors

PerDormire specializes in the artisanal production and distribution of mattresses and beds that are 100% made in Italy. It’s rapidly becoming one of the most notable players in the market, with a significant presence both locally and abroad. With over 120 stores across Italy, PerDormire operates through two main wholesale and retail business units. Founded in 1971, the company leverages superior craftsmanship and technology to produce premium bedding merchandise that’s loved by customers around the globe.

PerDormire wanted a simple way to get to know the customers shopping in its brick-and-mortar stores — bridging the gap between online and offline retail with meaningful, holistic customer insight.

Specifically, PerDormire needed a solution that would let it:

• Grow the brand’s database and collect customer data in compliance with GDPR
• Create comprehensive, 360-degree views of customers that included online and offline data
• Interact with customers in exciting ways and provide personal shopping experiences
• Transform in-store visitors from unknown to known customers and turn them into brand ambassadors

Paolo Luchi, PerDormire’s Sales & Marketing Director, discovered Cloud4Wi at the Dreamforce Innovation Tour in San Francisco, and saw how it could connect the dots across channels to create a personalized shopping experience. PerDormire knew it needed a digital transformation to stay competitive, and identified Cloud4Wi as the best fit — putting the customer at the center of its efforts. Cloud4Wi also integrates easily with existing infrastructure and with CRM and marketing-automation systems, giving PerDormire a tightly integrated ecosystem.

On the hardware side, Cloud4Wi recommended Cisco Meraki — cloud-managed networking suited to a lean-IT approach — making the WiFi rollout easier.

In March 2019, PerDormire deployed Cloud4Wi across 76 stores. It launched a WiFi initiative promoting its in-store rewards program, with customers signing up through the captive portal — collecting personal data and preferences in full compliance with GDPR.

The portal offered multiple login options — social and email — which lifted the opt-in ratio. Customers who signed in by email could add details (name, gender, birthday) that enriched their profiles. Cloud4Wi also assigned a digital identity to each customer’s device on first login, so PerDormire could “remember” visitors and understand their in-store behavior (shops visited, visit dates and duration) — all GDPR-compliant. Finally, out-of-the-box marketing tools let PerDormire offer a coupon to customers who joined the brand’s “world” via WiFi, creating a compelling shopping journey.

“Thanks to Cloud4Wi, our customers — existing and potential — can join PerDormire’s world and share their information while being assured that their privacy is respected. Cloud4Wi enables us to get to know our customers better and has set up an infrastructure that lets us optimize the shopping journey of each individual customer.”
— Paolo Luchi, Sales & Marketing Director, PerDormire

PerDormire’s WiFi project delivered strong results — collecting data from 1,400+ customers in just three months, with engagement rates well above average:

• 81% opt-in rate
• 82% email open rate — well above the industry average
• 53% coupon redemption rate

And that was just the beginning: promoting the rewards program was phase one of a longer-term plan to enrich customer profiles and personalize experiences across online and offline stores.

Beyond rolling out to more locations, PerDormire planned to use APIs to feed customer data into Salesforce Sales Cloud — enriching Salesforce profiles with in-store behavior (which stores customers visited and when). By combining data across sources, PerDormire would build an updated 360-degree profile of each customer, including online and offline preferences and habits — enabling personalization across every touchpoint (sales assistants, in-store tablets, customers’ devices) to simplify the purchase.

PerDormire also planned to use the collected data for social-media look-alike campaigns — reaching people who resemble existing customers to scale marketing and sales efficiently and cost-effectively.