Designing tomorrow’s customer experience with Proximity Marketing and WiFi?
According to a Microsoft study, the average attention span of users is now shorter than that of a goldfish, at less than 8 seconds. Against this backdrop, it is vital for brands to differentiate themselves and offer a memorable user and customer experience.
To achieve this, the shift from mass marketing to personalised marketing is essential. Brands have every interest in getting to know their users so that they can address them in the most engaging way possible. Behind this strategy based on customer experience, the challenge is crucial: to reappropriate data in order to conduct an optimal marketing policy.
Creating a unique and personalised user experience
In contrast to mass marketing, proximity marketing enables companies to focus on personalisation and develop a unique user experience, which is a driver of loyalty, sales and retention. In a highly competitive economic climate, the deployment of such a strategy is essential for brands.
Indeed, the introduction of interactive and educational content, such as online games, can provide significant added value in reducing excessively long waiting times in museums, airports and retail outlets.
To achieve this, it is in the interests of businesses to focus on Wi-Fi proximity marketing.
Wi-Fi proximity marketing: an asset for the customer experience
Wi-Fi proximity marketing allows thousands of people to connect simultaneously via different devices (computers, tablets, smartphones). To identify themselves, users can choose between a traditional login with username and password or a faster connection via social networks. The latter is an essential added value for brands, as it gives them access to a wealth of information about the user. This enables them to precisely define consumer profiles.
The data collected is integrated directly into a secure database, complementing the CRM used by companies. As each connection is made, the profiles are refined and enriched with the user data collected via the connection.
In this way, Wi-Fi, once seen as a cost centre, is transformed into a genuine asset in the user journey. Via a personalised portal offering free access to Wi-Fi in public places or in-store, brands are reappropriating data to deploy a personalised user experience that can make all the difference in the race for attention.
Wi-Fi is an essential element in the implementation of a strategy based on customer experience. Its ease of access and the fact that it is free make it a channel with real added value for the user and, ultimately, for the brand. While one user can benefit from exclusive information, promotions and advice, for the other, the stakes are higher in terms of conversion, loyalty and brand visibility.
