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.

Guess was originally conceived by the Marciano brothers in 1981, and eventually grew to be among the first companies to ever create designer denim jeans.

To date, Guess is one of the leading fashion retail brands worldwide, with over 14.000 employees and a strong global presence, with over 700 stores across Europe and the Middle East, more than 400 across the Americas and another 400 stores in Asia and the Pacific.

Guess understood that to remain relevant in today’s fashion retail world, adopting the right technology solution to create personalized customer experiences would be key. The company sought to gain deeper insights into who their customers are and how they behave in-store, fueling their AI strategies with high-quality, up-to-date customer data to enable full personalization.

Specifically, Guess wanted to:

• Provide seamless connectivity services in their stores
• Identifying customers visiting their stores and understanding their preferences
• Analyzing in-store behavior to enable personalized interactions
• Reveal real-time moments to connect with customers at the right time and place with personalized messages

Guess identified in Cloud4Wi the perfect solution for ramping up their Cisco Wireless IT infrastructure, allowing them to provide seamless connectivity and digital services in their stores, while also helping marketing create a comprehensive 360-degree customer view. To make this happen, Guess understood that Cloud4Wi’s AI-powered martech integration framework would prove essential in deploying effective customer-centric experiences.

With Cloud4Wi’s support, Guess adopted a three-phase, step-by-step approach, to help offset the intrinsic complexity of the project: 1) phase-one contemplated leveraging multiple channels to promote marketing programs to customers in-store; 2) phase-two required building 360-degree profiles for all their customers; and 3) phase-three aimed to offer personalized experiences to customers, both in the physical world and online.

Guess kicked off the project with a pilot deployment across 90+ stores in Europe, which helped them identify the most impactful winning elements of their digital strategy right off the bat. Thanks to the initial learnings from the pilot, the project was then extended to stores in the US.

The Cloud4Wi solution is currently active across approximately 700+ stores worldwide, collecting more than 35,000 customer profiles per month.

To promote their marketing programs in-store, Guess launched perfectly branded, localized WiFi onboarding experiences that incentivize customers to connect and subscribe through a 100% consent-based approach. The in-store customer data revealed with Cloud4Wi (email address, phone number, demographics, and in-store behaviors) is then managed and activated with native integrations, allowing Guess to sync this data seamlessly to their AI-powered martech stack. In fact, Cloud4Wi also checks in real-time whether a customer has already subscribed to the company’s marketing programs, presenting a different onboarding experience accordingly. This process is essential to avoid contact duplication, and thus maintain clean and actionable data-sets while also contextualizing in-store digital journeys to specific customers.

The invaluable in-store customer data revealed with Cloud4Wi enables the marketing team at Guess to build actionable, comprehensive customer profiles, including in-store customer behaviors, preferences, opinions, and much more. With this data Guess is then able to fuel their AI strategies and deliver personalized customer experiences.

The in-store customer data project launched by Guess has already demonstrated outstanding potential and continues to show strong signs of positive impact on the company’s AI-driven marketing activities. In just a matter of months Guess was able to:

• Deploy across 700+ global stores
• Collect over 35,000 new customer profiles per month across all enabled stores
• Reveal 1M+ of real-time moments yearly.

To boost the impact of this initiative further, Guess plans to sync Cloud4Wi data also to Salesforce Marketing Cloud. This will allow the company to leverage real-time moments revealed with Cloud4Wi to target customers at the right time and place with the perfect message. For example, by joining the 360-degree customer views with real-time triggers pushed to the marketing cloud, Guess will be able to send welcome messages as soon as customers enter an enabled store, incentivizing them to purchase or to take advantage of a specific service. With the wealth of insights Cloud4Wi helps Guess acquire about their customers, experiences can be personalized to align with the specific habits and behaviors of targeted customer segments.

This integration is a powerful tool for creating personalized interactions that are both context-aware—based on real-time customer locations—and tailored to the unique attributes of individual customers.