Wi-Fi proximity marketing: What are the benefits?

The mobile revolution has transformed habits, offering brands great opportunities to revamp their customer relationships, using digital tools to make them more personalized, relevant and targeted. Now that convergence between online and offline business has become the means to offer a 360-degree customer experience, Wi-Fi is a powerful instrument of phygitization, and a bridge to ultra-personalized marketing strategies that boost sales. Here are 3 good reasons why this type of strategy should be implemented.

 

  • Wi-Fi: a mass communication channel

Now accounting for 71% of all mobile communications, Wi-Fi is the prime means of access to the web by popular demand, since 63.1% of consumers favor using a Wi-Fi hotspot over mobile data.

Wi-Fi’s popularity and wide coverage give brands a leverage to distribute customized content directly to users’ mobile devices.

This competitive asset helps deliver information without harming the customer relationship: 68% of consumers favor receiving ads in exchange for free Internet access.

Wi-Fi proximity marketing enables simple, secure connections for hundreds of thousands of users simultaneously and their variety of devices. Users can sign in using social login – a significant plus that allows brands to better define their consumers’ profiles and address their preferences.

The information collected is automatically inserted into a secure database linked to the corporate CRM.

 

  • Banking on user experience

While Wi-Fi proximity marketing enables companies to reach consumers with targeted advertising and quality information, the strategy aims, above all, to enhance the customer experience, driving loyalty, sales and brand preference.

Wi-Fi makes it possible to design unique user experiences with interactive, educational content. It can be used across all sorts of locations, such as shops, restaurants, entertainment venues, and even airports and museums can also benefit from using it. It can direct and guide visitors in order to improve customer flows and the overall shopping experience, while offering online games to shorten waiting time as well as special “no-queue” deals.

 

Wi-Fi may have been viewed merely as a cost up to now, but all its benefits have turned it into an asset, an integral part of a marketing strategy where it can actually pay for itself and generate ROI.