Purple gets to wok on noodle bars wi-fi link

Gavin Wheeldon

WI-FI internet and analytics firm Purple has announced a major new programme of work with a noodle bar franchise.

Purple was founded in Saddleworth by Gavin Wheeldon and recently set up its new HQ at Hollinwood as part of a £5.4million investment plan, as reported in the current edition of Oldham Business Edge magazine.

Purple's products and services allows businesses to monitor physical spaces such as shopping malls or restaurants, to actively promote their brands and gain valuable insights into customer behaviour within venues.

The company is working with other technology firms, Smarter WiFi and TPLink, on the project for noodle chain Wok&Go.

The noodle business sought the services of Purple because many restaurant diners now expect free wi-fi during their visits. Following the refurbishment of a number of restaurants last year, Wok&Go wanted a wi-fi system that also captures detailed analytics about restaurant visits and eating habits.

The data provides marketing teams with an important source of customer relationship management (CRM) info. This allows firms to personalise their promotional campaigns, increase 'dwell time' in restaurants or shopping malls, reward loyalty and communicate with diners during and after their visits.

Smarter WiFi deployed Purple's cloud-based technology system across 17 noodle branches using TP-Link's hardware.

Charli McCann, marketing manager for Wok&Go, said: "During the initial demonstration by Smarter WiFi, we found Purple's platform to be very easy to use. All customer data was presented in a really straightforward layout.

"Purple's platform has also allowed the firm to identify that the majority of their customers are aged between 16-30 years old, meaning they can now develop more marketing messages suited to this age range, promoting offers such as student discounts."

Wok&Go is set to increase its UK presence by opening up a new site every six weeks throughout this year, with each site offering free wi-fi.

Gavin Wheeldon, chief executive of Purple, said: "It's fantastic to learn that Wok&Go has already achieved some great results that will positively impact the business. They have connected diners, obtained a wealth of CRM data, and significantly grown their social media following,. It's will be exciting to see what Wok&Go achieve this year."

* The current Oldham Business Edge magazine, published by the Oldham Evening Chronicle, reports how Purple has chosen Hollinwood over south Manchester for its new UK head office.

In the interview, Mr Wheeldon says Oldham's improved transport links, especially the Metrolink trams, were among the factors behind the decision to return to Oldham. He also says the area is ideal for other firms.