Why would you offer in-store Wifi to your customers ?
Well, there are many reasons for that. Free Wi-Fi in your business will not only attract new customers but also keep them in your store longer! Moreover, the data you collect, thanks to this operation, will help you build your business strategy.
Over the past couple of years, retailers who have used Wi-Fi in their stores have found new tactics to engage with customers with product promotions, customer loyalty programs, targeted ad campaigns and offers. If this was quite rare at first, it is now expanding quickly due to the popularity and use of mobile devices. And retailers taking advantage of Wi-Fi have a huge advantage compared to their competitors!
5 Reasons Why You Should Offer Free Wi-Fi to Your Customers
1.Collect & Analyse Data
Once a customer is connected to your Wi-Fi, you immediately collect data about their profile – such as gender or age – or the way you can engage with them – mail, phone number. This data will help you understand your customers better. If you get more visits in your shop from a certain type of profile, you can design offers that will be more appealing to them.
The more you know them, the easier it is to tailor offerings and highlight specific products or services via online promotional banner for instance. Targeted promotions for in-store customers will more effectively convert them into buyers! And, as a retailer, it will be easier for you to track if the promotions have been successful.
2.The Power of Geolocation and In-store Location
Thanks to Wi-Fi geolocation, it is now possible to attract nearby customers in a shopping center with a specific offer. A banner promoting a discount in a store located close to the passer-by is a great way to get more traffic in a shop. Customer engagement measurement is facilitated – knowing how many times a customer visited a store or looked at a product are precious data that can help retailers to engage with their clients or prospects.
3.Reward Loyal and Returning Customers
To be able to identify a customer that already visited a store or made a purchase is highly valuable information. This data is key to providing loyalty rewards that are personalized and effective. Via Wi-Fi, it is easy for a retailer to build a loyalty rewards program to returning customers and communicate it to their mobile devices. Specific offers can be communicated to them through dedicated landing pages so they will feel rewarded and eager to promote the brand around them!
4.Multi-Channel Customers but Same Purchasing Experience
If a retailer has an online store and has customers purchasing either online or in-store, it is valuable for customers to get the same shopping experience whatever channel is used. Some customers prefer online shopping because it allows them to make specific searches based on color, size or brand instantly.
In-store Wi-Fi allows the shoppers to have the same experience on site that they have at home. And retailers benefit from allowing customers to search on mobile devices for items, place an order and have it shipped right on the spot if it isn’t currently available in the store. This is a powerful tool, providing optimal customer service that creates loyalty in a highly competitive marketplace.
5.Last but Not Least: 25 Billion Wi-Fi Connected Devices by 2020!
Gartner, Inc. forecasts a tremendous growth for The Internet of Things* (IoT). 4.9 billion connected “things” will be in use in 2015 and will reach 25 billion by 2020. IoT will become powerful and, for retailers, it is a huge opportunity to enhance business.
Every day, people are using mobile technology and more and more customers are engaging with their favourite brands online and in retail locations around the globe. That is why retailers need to focus on Wi-Fi as a business strategy to improve brand loyalty and enhance the customer experience, but also to maintain their competitiveness in the future. Indeed the future for retail and business will be based on data and on the way it is used.
Retailer, invest in Wi-Fi and start monetizing it!
Learn more about our solution for retail industry and discover our Connected Shop Infographics!
*http://www.gartner.com/newsroom/id/2905717
