Our best practices for an efficient Phygital Strategy
Proximity marketing establishes a direct communication channel with the end user. It delivers a powerful messaging based on the user’s location and preferences, to strategically engage with him. Nevertheless, it is critical to facilitate and encourage the access of all user profiles to the Wi-Fi network. Indeed, why would users connect to Wi-Fi when they are already logged in to a mobile network? The answer is user experience, which is vital to achieve Wi-Fi preference and, subsequently, an efficient phygital strategy.
#1 Support changing requirements
Hyperconnectivity is not only a reality for Millennials, but is also common across all and any age group, including seniors, who have reached technology maturity. The ubiquity of Fiber, 4G, mobile networks and technology devices – smartphones, PCs, IoT, etc. – is a powerful driver for change. Retailers, as well as MarCom agencies, should design exclusive offerings to attract customers and visitors to Proximity Wi-Fi services.
#2 Providing free services
Wi-Fi services, if to be preferred over 4G, must meet a set of essential requirements: free access; value-added services made available to the largest audience; ease of use; and protection of personal data. Without these key pillars, deploying an effective phygital strategy proves to be complex
#3 Personalized offering
Premium content such as quizzes, discounts or goodies are ideal for encouraging users to connect to a neighboring Wi-Fi service. This connection must allow users to engage into a personalized path: the login page must be simple and secure with an opt-in consentment option. Furthermore, it must also be personalized to the user’s profile – origin, language, etc. This is the key to engaging with the audience and earning their commitment.
#4 Interactivity as a key success factor
Social networks and chatbots have given a whole new dimension to customer experience. Today, users discard one-way communications when they use services. Giving voice to the audience has become essential to optimally engage with it and encourage loyalty.
#5 Leverage geolocation
Wi-Fi proximity marketing enables users to collect and analyze user data via geolocation and geofencing (heat and density maps). In the case of brands, having a precise view of the visitor flows makes it possible to redirect such visitors when required, and to provide them with value-added services, such as delivering no-queue passes that will avoid spending too much time in lengthy queues.
Wi-Fi, when leveraged in a consistent way, can turn into a powerful marketing tool. In order to carry out an effective phygital strategy, retailers and agencies must therefore learn to integrate it into their ecosystem. For this, user experience remains essential in triggering and supporting the phygital journey of visitors.