Case Study

Melrose Place Launches a Fresh Initiative to Connect with Guests



Lark Hotels


Increase the frequency of repeat guest visits



Statistics and Analysis

Engagement Overview

Repeat Guest Rate


Melrose Place showed an impressive
42% increase in repeat guest rate

Efficiency in gathering emails


Achieved a notable 56% efficiency
in collecting guest emails.

Revisit Rate


Witnessed a substantial 38%
rise in revisit rate


Melrose Place is a renowned restaurant located in the trendy West Hollywood neighborhood of Los Angeles, California. Known for its eclectic menu and inviting atmosphere, it stands as a popular dining destination in a vibrant culinary scene.

Challenge Overview


The primary goal was to rekindle relationships with guests and increase their frequency of visits through strategic communication and personalized email marketing.

Melrose Place implemented Routie Guest Wifi, allowing for the collection of customer contact information in exchange for free guest wifi access.

Implementation and Key Achievements:

  • Easy Wifi Access: A straightforward login process was introduced for wifi access, effectively capturing guests' contact details
  • Data Collection Success: Achieved a remarkable 56% efficiency in gathering customer emails and phone numbers.
  • Impactful Direct Marketing: The data-driven marketing approach led to:
    A 65% increase in customer email interaction.
    A 72% increase in positive feedback to SMS marketing efforts.
  • Increase in Customer Return Rate: Observed a 42% increase in the return rate of past customers within three months of the initiative's rollout.
  • Personalized Customer Experiences: Leveraged the collected data to offer personalized services, which resulted in:
    A 47% customer satisfaction rate due to customized menu suggestions.
    A 38% improvement in experiences when tailored to individual preferences.
  • Significant Engagement Uplift: Recorded a 34% overall rise in customer engagement levels.

Using Routie Guest Wifi at Melrose Place helped keep customers coming back and made them more loyal. This move improved the customer experience and made Melrose Place stand out from competitors. It showed how key digital tools are in managing customer relationships today.


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