The influence of WiFi networks has completely shaken up the retail sector. They have unleashed a revolution by offering new and effective ways to connect with customers and get to know them better, completely transforming their experience and catapulting sales. Get ready to discover in this article 5 ways in which WiFi networks have positively disrupted the marketing of these businesses.
WiFi networks have transformed the way businesses interact with their customers. In the retail sector, they have opened up a range of opportunities to improve customer experience and enhance marketing strategies.
In this article, we explore five ways in which WiFi networks have changed the marketing and customer experience in retail, offering benefits for all parties involved.
1.- Internet access as an added value to the experience
One of the most obvious ways in which WiFi networks have impacted marketing and customer experience is through free and fast internet access. Many businesses, such as cafes, restaurants and retail shops, offer free WiFi to their customers as an added value.
This allows customers to conveniently access the internet while enjoying the services or products on offer. Thus, they will spend more time on the premises and are more likely to buy more.
In addition, fast internet access via quality WiFi networks means that customers can browse, check reviews, compare prices and share their experiences on social media efficiently.
2.- Collection of demographic data and preferences
Another significant benefit of in-store WiFi networks is the ability to gather valuable customer information.
Through authentication on the WiFi network via a captive portal, merchants can ask customers to provide basic data, such as their name and email address. This data can be used to send personalised promotions, newsletters and special discounts.
In addition, WiFi networks can also track users’ surfing behaviour, which provides valuable information about which products or services customers are most interested in and helps businesses to adapt their marketing strategy accordingly.
3.- Location-based marketing
WiFi networks have also enabled the development of location-based marketing strategies.
Using technologies such as indoor positioning, businesses can send notifications and special offers to customers in or near their shop.
For example, a customer who has been to a clothing shop in the past could receive a notification when he or she approaches the shop again, informing him or her about the latest promotions or discounts.
This improves the relevance of marketing communications and can increase the likelihood that customers will return.
4.- Real-time interaction
WiFi networks have also enabled more direct and real-time interaction with customers in the retail environment.
By offering a stable and fast connection, retailers can implement solutions such as online surveys, live chat and customised mobile applications that allow customers to interact and provide instant feedback.
This real-time interaction not only enhances customer satisfaction, but also provides valuable real-time data for retailers.
Through these interactions, businesses can gather feedback, resolve customer problems or queries immediately and offer a more personalised service.
5.- Enabling mobile payment and a frictionless shopping experience
The expansion of WiFi networks has facilitated the enablement of mobile payment in shops, transforming the way customers transact and significantly improving their shopping experience.
By connecting to a stable WiFi network, customers can use their mobile devices to make payments quickly and securely, without the need for cash or physical cards and speeding up checkout queues.
On the other hand, for merchants, mobile payment reduces reliance on traditional point-of-sale terminals and lowers the costs associated with cash handling.
In short, WiFi networks have transformed marketing and the in-store customer experience in a number of ways. These networks have opened up a world of possibilities for both, which you can access through Galgus technology.
With it, your WiFi network will be prepared for situations of high connection demand, without affecting the browsing experience, regardless of whether you want to visit a website or upload multimedia content to social networks, for example.
In addition, we offer businesses our Presence and Location Analytics solution, which will count and analyse the movements of mobile devices that are connected to the network and those that are not, with an accuracy of up to 95% by avoiding the distortions of MAC address randomisation.
As technologies continue to evolve, we’re likely to see even more advances in the way WiFi networks impact marketing and the in-store customer experience. And, of course, we’re going to tell you about them.