Director of Performance Networks Will Evans looks at how retailers can improve their customers in-store experience by offering free WiFi to customers
The “crisis” on the high street is dominating the media, with online giants taking over and offering cheaper, easier-to-get products.
In an ever-competitive world, shoppers want more from their retail experience, and the high street needs to cater digital into their customer experience.
In fact, 30% of people would actually choose a retailer that offers free WiFi over one that doesn’t and that same number of shoppers won’t purchase a product if they can’t access it online first.
Many retailers still do not have good-quality WiFi in their stores. Don’t rely on your customers having 4G.
When we talk about user experience (UX), often it’s mostly associated with online stores.
But bricks and mortar retailers can use the internet to improve their customers’ physical user experience while in store.
The fact that users can use your WiFi to check for reviews online and receive real-time promotions and offers while in store boosts their experience and makes it more efficient.
In fact, 60% of retail shoppers want to receive real-time promotions and offers in-store.
By connecting to your WiFi, it saves the customer on their data plan.
Through this opt-in, transparent way of gathering data, retailers can draw conclusions from data to help them to deliver a more engaging user experience.
You might not want your customers to stand around scrolling through Facebook, but you can take advantage of going more digital by engaging with your customers on socials.
By connecting with them on Facebook, for example, you can get full guest demographic reports and access to captured data.
This can also drive traffic to your website with custom redirects and real-time offers which are sent directly to your customers when they are in store.
Make the investment
Ultimately, the financial benefits of offering more digital to both your staff and your customers far outweigh the investment costs.
Not all stores have WiFi – but you will. Not all stores will be remembered – but you will. Not all customers have good experiences in stores – but yours will.
And if that doesn’t tempt you… Cisco found t 96% of consumers prefer to shop at stores that have free WiFi.