Purple WiFi, the cloud-based social WiFi software company, has partnered with Molson Coors, one of the UK's biggest brewers to create a solution called Molson Coors Cloud.
As part of a new trial, Molson Coors is offering a secure gated access point for a pub's WiFi where Molson Coors brands are stocked. The access point also enables the licensees to engage with their customers directly to build loyalty and provide them relevant information and offers.
The licensed venue can also use the Molson Coors Cloud to achieve social media engagement, customer interaction and loyalty, data collection and ROI from additional food and beverage sales.
Alpesh Mistry, Molson Coors Customer Marketing Director, said: "Being a significant On Trade supplier that continues to have a direct relationship with our customers, we know publicans are looking for new modern ways to drive sales.
"The idea of having a resource that would capture customer data and then use this to attract these pub-goers back would have historically been left to those with significant time and budget. By creating Molson Coors Cloud, our hope is we are enabling any of our customers to have this ability."
Daniel Dearlove, General Manager, Backyard Bar & Backyard Comedy Club added: "The Molson Coors WiFi portal is already driving more traffic to our free WiFi service and the marketing opportunities it enables are easy to implement and helping us to engage in new ways with our customer base.
"With a better understanding of our customers we can also identify new markets for our events and improve the service we offer, resulting in increased numbers of returning customers."
Gavin Wheeldon, CEO, Purple WiFi, said: "The drinks industry was one of the first to recognise the demand for free WiFi. Over the past few years there has been a noticeable increase in the number of pubs that provide a WiFi hotspot for their customers. But the supply still isn't meeting demand and WiFi is often unsecured, while offering little or no benefit to the venue.
"Molson Coors is paving the way within the drinks industry, turning that situation on its head by providing free WiFi and getting something tangible in return."
Following a successful trial across 20 venues throughout the UK for a period of six months, Molson Coors will be looking to launch the service to all outlets across the UK.