Arara

About Arara

Arara, established in Santiago, Chile, in 2013, operates as a WiFi analytics and marketing platform. The company was co-founded by Cristóbal Aguirre, who currently serves as the CEO. Expanding its operations, Arara now has a presence in Peru, Colombia, and Mexico. In 2017, the MIT Technology Review recognized Arara as one of the 35 most innovative companies in the region, and it was also selected by Endeavor Global.

The core of Arara's business is to help brick-and-mortar establishments digitize the in-store customer experience. It serves a diverse client base, including hotels, restaurants, department stores, shopping malls, and airports. The business model is centered around providing a suite of services that leverage clients' existing WiFi infrastructure. By offering free WiFi access to customers, businesses can capture valuable data, which is then used for targeted marketing and to gain insights into customer behavior. Revenue is generated through this platform, which enables clients to increase sales and customer loyalty. The company reports that its clients see an average return on investment of ten times, primarily from the value of the customer database they build.

Arara's platform is composed of several modules. The foundational module, "Arara WiFi Analytics," provides a customizable WiFi welcome page, WiFi marketing capabilities, and a customer analytics dashboard. Additional modules include "Proximity Marketing" for sending real-time SMS messages, "TargetPro" for advanced campaign segmentation, "Data Engagement" for real-time data integration with CRMs, and "Location" to visualize customer movement within physical spaces. This allows businesses to understand foot traffic patterns, visit frequency, and customer demographics and interests, which can be used to personalize online and offline marketing strategies and even monetize their WiFi network by selling advertising space.