Today’s customers demand a seamless retail experience, whether they shop on the Internet or on the high street and while most retailers invest a lot of time and energy providing online support for their multi-channel shoppers, many still lag behind when it comes to customers who actually walk into their bricks and mortar store.
In store WiFi closes the gap between online and in-person shopping
Combined with the right platforms and tools, in store WiFi provides a unique opportunity to offer customers a smooth shopping experience. Through a cloud platform with matching web applications, store owners can engage with customers in real time, which can lead to improved retention levels and increased loyalty, and by leveraging powerful analytics, advertising messages and push marketing, retailers can easily and quickly customise the user journey.
How else can retailers benefit?
Retail WiFi access points gather information about all WiFi users in range, regardless of whether they have logged in or not. This information is then transmitted to a cloud platform. Once they have collected this data, retailers are able to configure the user experience from any browser. They can create and display customised pages to their in-store customers, such as special offers, coupons, and any other kind of information or message that adds value to the shopping trip.
In-store WiFi boosts customer engagement
Besides collecting customer data, in store WiFi can also be used to deliver location-based content to specific customers. Customers can then see personalised and targeted content based on their user profile.
For example, when customers with known identities arrive at the store, they might receive a text message or an email offering a limited sale price or a customised promotion. Then, when they leave, they might receive a survey with questions asking about their shopping experience.
In-store WiFi sets the retailers’ creativity free
The opportunities for customer engagement provided by in store WiFi are limited only by the retailers’ creativity. Brands looking to maximise their multi-channel reach should seriously consider in store WiFi and learn to leverage its unique ability to create an in store digital experience, an experience that can drive engagement and gather actionable data on customer behaviour.
Retailers are increasingly dependent on mobile IT devices to keep track of stock, act as points of sale and perform customer service tasks. For these to function smoothly, promote business efficiency and customer satisfaction, the store needs a high-quality retail WiFi solution that can support the growing number of devices and users.
Creative use of digital services
Modern WLAN installations can also cope with HD video for security and customer tracking purposes, helping store owners create better layouts and monitor footfall. It can also allow departments or retail partners to operate connected services like virtual reality sales tools, or digital mirrors that let customers try different colour makeup or clothing without physically trying them all on.
With stores streaming more promotional material to digital screens, and as more retailers deploy beacon technology to track customers and make offers directly to their devices, the demand for bandwidth will only grow. To meet these needs, an Aerohive solution provides enterprise retail WiFi that offers high-quality wireless across the store.
Retail WiFi for the customer
A reality for retailers in the digital age is that customers will often come into a store and do some price checking or product research on their smartphone. With mobile signals often degraded in large stores or warehouse-style retail buildings, they may need to rely on WiFi to do this, and if they need to walk out the store to get a signal they might not come back in.
Another reality is that many public WiFi hotspots provide poor connectivity that rapidly frustrates users and will see them moving on. To avoid these situations, an accessible and easy-to-connect to WiFi solution is needed to ensure customers can connect and do their research or social media sharing. They also give the retailer the opportunity to connect with the customer, gain some details about them, and provide a way to share offers and information.
We can provide a wireless site survey and tailored installation that reaches all corners of the retail outlet with sufficient bandwidth to run any back office, customer service or promotional tasks. Get in touch to find out how we can help support your stores.