WiFi: Convenient for customers, a boon for marketers

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Offering free Wi-Fi is much more than an extra service for customers. By serving them with a good internet connection, they stay longer in the store and you gain more insight into their behavior and preferences. Insights that make a valuable contribution to achieving business objectives and strengthen your marketing strategy.

Mobile engagement and the role of wifi
In recent years, market leaders in retail and hospitality have learned that the use of Wi-Fi is an interesting addition to their traditional set of marketing tools. We have already seen some examples of this. The reason behind this success? The mobile channel is more important than ever before and also highly personalized!

Mobile devices such as smartphones, tablets and laptops have become an important source of information for consumers. A personal channel through which they can request information and keep in touch with their social environment anytime and anywhere.

Stimulus for interactions
This behavior makes that lithuania telegram number list establishing and maintaining contact with consumers increasingly takes place via the mobile channel ( mobile engagement ). Think of newsletters sent via e-mail, mobile apps, mobile payments, promotions, location-related advertisements and loyalty programs. The use of Wi-Fi stimulates these types of interactions and they become even more relevant through the location-specific use.

More and more retailers are investing in WiFi for their guests.
More and more retailers are investing in WiFi for their guests.

5 Ways to Get the Most Out of Your WiFi Network
What can you do with your Wi-Fi network to get the most out of it? I will name five points that you can apply to ensure that Wi-Fi is worth it for your guests.

1. Collect and analyze data
When a visitor is connected to your wifi network, you can immediately start building profile information (such as gender or age) or creating contact details (an email address or telephone number). By analysing this information, you will get a more complete picture of your visitors and you will be better able to adapt the offer to the target group. The more you know about your visitors, the more targeted you can set up online promotions and advertisements, whereby more relevance for the visitors ensures a higher conversion rate. In addition, you can measure which communication expressions are the most successful and expand on these.

2. Draw strength from location-relevant communication
By adapting the communication expressions to certain zones (geo-locations) you can even reach consumers who pass by or are in the immediate vicinity. Zone-specific banners (or advertisements) that point passers-by to your location contribute to a higher visitor ratio. You can also work with different zones within your own location, whereby a customized message can be used per zone. In addition, measure the number of visits to gain more insight into conversion ratios.

3. Reward loyal and returning visitors
Recognizing returning or purchasing visitors is of great importance for marketing and sales purposes. These insights form the basis for a good loyalty program with personalized and relevant promotions. By linking loyalty programs to the wifi network, it is easy to identify visitors, collect visit and purchase data and offer relevant information. A personal welcome for your most loyal visitors!

4. Extend the online experience and expand opportunities
Consumers don’t think in terms of online and offline, so why would you? A consistent experience across multiple channels often seems difficult to achieve. The mobile channel and the Wi-Fi network can function as a connecting factor for guests. By giving visitors a good internet connection, you give them the opportunity to use online information. In this way, they continue the orientation process in a familiar environment, such as your website or webshop.

In addition, offer different delivery methods (such as click & collect). This will reduce no-sales to a minimum and give customers the choice of the fulfilment channel they prefer. A combination of the best of both worlds!

5. Be aware of the number of devices with wifi in 2020
The number of devices with wifi is still growing strongly every year. Gartner announced that by 2020 there will be more than 25 billion active wifi devices. Now this number is still around five billion. We can expect a strong growth! The chance that your guests will look for a wifi connection is therefore increasing every day.