By Sam Darwish, Skinny IT
Customers today are intertwined with digital
ecosystems. From Gen Z to Baby Boomers, every demographic segment is at least
familiar with their mobile device, and it’s highly probable they are using devices
in their retail customer journey. Therefore, companies that are utilizing
in-store WiFi for their customer’s satisfaction have a significant advantage
over their competitors.
Some do not see the value in offering free in-store
WiFi to customers as they don’t understand it can be used as a business growth tool.
Speaking as an executive, not providing a service that your customers expect is
a quick and dangerous route to missed opportunities.
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For those executives who do see the value within
free in-store WiFi, they have the opportunity to reap a multitude of business
benefits.
Enhanced
Experience And Loyalty
According to a Hughes
Europe report, 46% of surveyed consumers stated that if faced with a store
that offers free WiFi and one that wasn’t, they would choose the store with
free WiFi. It’s becoming an expectation and by not providing WiFi, a retailer
could actually be harming their brand reputation.
Additionally, when customers log on to a retailer’s
WiFi they are strategically brought to that retailer’s homepage as a starting
point for their online journey. This allows the store to position itself as a
helpful aid to the customer while shopping, enhancing their experience and
building their loyalty to the brand.
Big Data
Big Data is one of the most popular selling points
for IT providers because businesses can increase sales from the insights
revealed in large amounts of customer data. Beyond online engagement with the
brand’s website and loyalty programs, big data can also be accessed through
analytical software that can be installed on top of the WiFi.
When customer’s log on with in-store WiFi, the
accepted terms of use include access to data points associated with their
online journey. From the web pages they visit to the marketing and promotions
they respond to, companies will be able to view their preferences, habits and
key strokes. By correlating this data with buying personas, retailers can
predict which products will have a higher selling rate in store.
These two standout advantages of in-store WiFi help
retailers build sales and customer relationships. The retailers that choose to
ignore these competitive standouts create a huge chasm and major contrast
compared to those that do offer WiFi – a gap that customers notice.
Sam Darwish is the President, CEO and co-founder of Skinny IT. Based in
Frisco, Texas, Skinny IT delivers a wide range of customizable information
technology solutions to more than 150 enterprises worldwide, helping them
optimize operational efficiencies and increase the bottom line. The company
offers a wide array of IT services for converged solutions providers,
large-scale national retailers, small and medium-sized businesses and
value-added resellers across the country. For more information, please visit www.skinnyit.com.
