When we think about growing a customer base, Wi-Fi signal is not usually a part of the equation though now it should be. Customers are connected to the internet all day and they have come to expect that level of access while visiting places of business as well. Studies show that 96% of consumers prefer businesses that offer free Wi-Fi.
This is reflected across various industries. A study conducted by Norton revealed that free Wi-Fi for business guests is the deciding factor for which hotel consumers choose to stay at, what method of transportation they decide on, where they dine and even which airline.
50% of businesses report that their sales increased after implementing a guest Wi-Fi system. Customers have been noted to stay in the location for longer periods of time, making more purchases and returning more often.
So what are customers doing that leads to these sales increases? They are using in-store Wi-Fi to get informed on products and special offers
- 41% of customers use their mobile devices in-store to look up coupons.
- 72% report using apps to find daily deals.
- 40% compare prices in-store with other locations.
- 36% reach out to friends for their opinion before making a purchase.
- 35% of customers use their device to look up reviews online.
It’s essential to stay ahead of the curve in your industry and one easy way to do that is to offer free Wi-Fi. Merely having it available is a big step in the right direction but you can get so much more out of offering free Wi-Fi to your clients.
Via your own Wi-Fi for business infrastructure you are able to set up Wi-Fi marketing systems to educate consumers on your offerings, highlight existing specials and reveal custom offerings based on user data.
Most customers check the internet in-store before making a purchase. According to one survey, 82% of shoppers check phones in-store before purchasing an item. By offering tailored marketing and useful information through guest Wi-Fi, you give them an engaging experience, and generate genuine loyalty.
Diving into Wi-Fi Marketing
Wi-Fi marketing happens on your guest Wi-Fi hotspot and begins with proper structured cabling, Wi-Fi infrastructure and a good internet connection. This should be installed by a professional with strong signal coverage for all customer-facing areas.
Some organizations have a simple set up where users just hit connect and they are immediately connected to the internet but this method robs you of a great opportunity to connect with visitors.
Separate Business Objectives with Two Networks
According to a recent survey, nearly 62% of businesses said their customers are staying onsite much longer since the introduction of guest Wi-Fi. This same survey also revealed that around 50% of customers who stayed longer also spent more money, which greatly benefits businesses. Of course this is good for everyone involved but with more users on your network it’s a good idea to be mindful of security.
The first thing about Wi-Fi for business is to have two different Wi-Fi networks. One will be used for the needs of the business and will be private, holding all file resources that employees require. The other, open to the public, will have monitored access to the internet and marketing resources.
With a segregated wireless network, the organization is also protected from any unwanted software or even malware as they cannot spread to the private network.
For added security and better management of wireless resources it’s a good idea to integrate log-ins and time limits for access on the free guest Wi-Fi.
That means that after a specified interval users will need to sign in again. This makes sure that there are no devices hogging Wi-Fi unnecessarily. It has the added benefit of revealing levels of customer engagement.
Some organizations will also implement bandwidth limits on certain internet protocols to keep them more readily available for internal company use.
Guest Wi-Fi Landing Page
It’s a good idea to have a landing page to greet customers when they first connect. From there they can quickly see any specials that may be available at the time and be directed to various points of interest.
The connection phase allows the organization to obtain valuable data on the type of customer (email, age, sex, geographical area, etc.) and their habits (visit times, number of connections, places, and destinations visited, tickets and time on our website, etc.).
The landing page can also have a log-in, as this is a great way to collect email addresses to maintain a connection with consumers even after they leave your location. Providing an opt-in for continued communication means they get up to date information on product and service changes, deals and reward programs. A OnDeviceResearch survey showed that 74% of consumers said they are happy to receive emails about promotions.
These off-site communications can be more personalized and will help nurture your relationship. Tailor offers based on previous purchases to foster higher conversion rates.
Direct and drive customers through sales funnels
You can advertise new apps when a customer logs in or use their email or phone number details to direct your customers to your online site to increase online.
There are various calls to action that are worth considering, based on your business objectives:
- Ask customers to check-in through social media
- To give your social media profile a like
- To sign up for a newsletter to stay up to date on your future offers and news
- To leave a review
- To take advantage of a current special offer
Get Social – Guest Wi-Fi and Social Media Integration
A good landing page is also an opportunity to connect via social media and improve engagement on various platforms.
Encourage visitors to check-in at your location or give a like. This allows the business to reach a wider audience via trusted connections. Your brand gets promoted to anyone on their friends list which provides new opportunities for starting more people on their customer journeys.
Targeted Ads and Offers
With social media connections comes custom messaging and ads. Tailor offers automatically based on the store location and user demographic. Tailored ads help carry each consumer further through their individual customer journey and improve brand loyalty.
Savvy companies then collect and use this data to create and distribute online advertisements tailored to each user. This is the so-called tracking advertising, addressed and displayed by specific groups of users who, in the recent past, have shown that they are interested in some products rather than others.
Request Those All-Important Online Reviews
We all know how critical reviews are to help grow your business. They are essential for building brand awareness, nurturing new leads, and generating that all-important social proof that makes customers want to visit you.
Wi-Fi marketing makes it easy to ask customers for reviews. How? You can send your customers SMS or emails while they are still in your business or immediately after the purchase. All you have to do is to make the Wi-Fi landing page accessible to anyone.
Remarketing Of Data
As mentioned earlier, customers more often than not check online before making a purchase. This provides another opportunity to customize offers but also an organization can monitor product searches carried out on their own websites stemming from store locations. Being able to gauge interest in products and services based on location and time of day is a big advantage for in-store marketing. To take it a step further you can use tracking cookies for remarketing campaigns.
Improve Customer Experience with Proximity Data
Besides using customer data to make your marketing strategy more effective, you can also use it to improve your business. Proximity data and beacon technology collected when your customer is online can be really helpful in identifying needed changes in your business operation or location design.
You can easily see how customers interact with certain areas of your business, for example, product stands, menu boards and display cases. This data will give you the tools to make informed changes to your small business, consistently creating the best possible experience for your customer.
Wrapping It All Up
Wi-Fi marketing is a valuable tool for businesses to grow the customer engagement. Retailers, restaurants, and other companies that provide free guest Wi-Fi to their customers can use the platform to interact directly with customers, offering tailored messages and promotions, and thereby improve their bottom line.
