Over the past several years, we have seen an increase in demand for indoor, location-based technology by retailers nationwide as the number of consumers with WiFi capable devices reaches saturation. Online shopping has put the hurt on many brick-and-mortar businesses, but they’re not down and out yet. In fact, many retailers and shopping centers are giving their stores a tech makeover, making them more attractive to consumers by providing a more personalized experience with the use of proximity marketing.
I’ll get right to in. Below are five reasons why WiFi marketing is a location-based marketing solution for brick-and-mortar retailers.
When a consumer connects to a mall or store’s WiFi that engages in WiFi marketing, they automatically and immediately learn more about their consumers’ shopping patterns, purchases and habits. Data captured from consumers using WiFi marketing, can be used make more effective and targeted marketing decisions. In addition to shopping patterns and habits, a retailer can use data to streamline store layouts, measure advertising campaign effectiveness and enhance reward programs.
WiFi marketing enables retailers to integrate other marketing channels together while keeping the consumer at the heart of the strategy. For example, by just offering free in-store WiFi, retailers are providing their consumers with an omni-channel experience. Once connected, consumers can receive targeted marketing messages, coupons, promotional info, and info on upcoming events or sales. Retailers can direct consumers to social media sites or their mobile site for more interaction and engagement.
Walk into any brick-and-mortar store and you’ll find consumers (probably many!) using their Smartphones to look up more information about a product, price compare or read reviews. Retailers can leverage in-store mobile usage by helping to direct a consumers online activities while in the store via WiFi marketing. Retailers must make sure their consumer’s in-store online activities are beneficial to them and not to a competitor.
There are an endless number of ways to personalize a consumer’s experience using WiFi marketing. No matter the goal (i.e. drive sales, increase traffic, promote a specific product or event, etc.), retailers can customize marketing messages and send highly targeted, location-based notifications to consumers while they are connect to their WiFi network.
WiFi has become a universal standard. WiFi has a reach that other indoor, location-based technologies have a hard time competing with. WiFi is everywhere—even many airlines offer WiFi services on flights. It is a no-brainer to use WiFi as a marketing channel that is beneficial to both retailers and consumers.
I have connected to countless public WiFi networks while out and about—but it’s only now and then do I experience retailers engaging in WiFi marketing and leveraging a free WiFi network to capture analytics, provide omni-channel marketing, bridging the gap or really personalizing my experience. To keep their head above water in the New Year, brick-and-mortar retailers must use WiFi marketing to their advantage.
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