bake - January 2018 - 34

cakes

Fast Consumer Insights
An innovative new partnership with leading communications

MetTel Wi-Fi Analytics uses the signal strength to determine

carrier MetTel will allow "Cake Boss" Buddy Valastro to bring

the location and movement patterns of each smart phone.

fast, online insights and convenience to his Carlo's Bakery locations in the United States and Brazil.

Continuous monitoring helps to determine the extent of each
visit. Other variables that will be revealed are what parts of

The debut of MetTel Wi-Fi Analytics will give the bakery an

the store the customer visits, their path through the store, how

enhanced view of customer preferences in order to improve

much time is spent at each stop, and if they made a purchase

the shopping experience. Its technology learns in real time how

and what they bought.

consumers visit the bakery, where they browse, what they buy
and don't buy, and helps determine what products they may

Carlo's Bakery then gets a clearer view of how their stores are

want to try based on their established preferences.

performing at any time and allows them to react to and change
any aspect of the operation or experimentation with adjustments

"We wanted to give our customers the best possible experi-

to traffic ﬂow, product placement, merchandising, marketing or

ence through a digital in-store approach," says Buddy Valastro.

new concepts, all in the interest of continuous improvement.

but many of our customers also like the look and feel and

Carlo's Bakery was catapulted from a Hoboken, New Jersey-

human touch of our bakeries. This technology can help uncover

based neighborhood bakery to a household name through

hidden opportunities to bring us closer to our customers while

the public's fascination with the over-the-top cakes produced

giving them the customized beneﬁts of online shopping - the

by Valastro and the success of TLC's hit series, "Cake Boss."

best of both worlds."

Garnering attention from a variety of media outlets including
Brides, "The Rachael Ray Show," Huffington Post and "Good

According to MetTel, all Wi-Fi-enabled devices (like smart

Morning America," Carlo's Bakery has locations in Hoboken

phones) continuously transmit signals to detect and connect to

and six other New Jersey cities: Marlton, Morristown, Red

available networks several times per minute.

Bank, Ridgewood, Wayne, and Westﬁeld; Las Vegas; Dallas,
Frisco, and The Woodlands, Texas; Uncasville, Connecticut;

Through the Wi-Fi network, Carlo's Bakery receives the pings

Orlando; Atlanta; Bethlehem and Philadelphia, Pennsylvania;

from these customers. The service is anonymized and does not

Bloomington, Minnesota (Mall of America); New York and

collect personal or private information.

Westbury, New York; and São Paulo, Brazil.

34 < JAN 2018 | bakemag.com

SOSLAND PUBLISHING COMPANY

"It's no secret that more and more people are shopping online
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bake - January 2018

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