Do you know WiFi marketing? This concept designates all of the techniques that make it possible to use a WiFi guest network as a communication or data acquisition channel. As the digitalization of point-of-sale networks continues, WiFi marketing is positioning itself as an unmissable phygital marketing tool. In fact, 21% of consumers have access to free WiFi in stores (according to a study by Ruckus).
Customizable captive portal and redirection
The captive portal is the page through which network users pass to proceed with their authentication. It is a compulsory passage and therefore the ideal place to highlight your brand.
WiFi solutions offer more or less advanced customization features ranging from simple adaptation of the background to the introduction of editorial messages.
During authentication, the choice of the redirection page is possible. The user can thus be redirected to web pages relating to your brand: website, social networks, contest organized by your company, etc.
Social WiFi
Social WiFi aims to exploit the social login (authentication on social networks) to simplify the access route to a WiFi network but above all to collect data on users (in accordance with the GDPR). Indeed, when a user connects to the captive portal via a social account (Facebook, Twitter, etc.), he agrees to transmit the public data of his account.
Social WiFi thus makes it possible to have valid email addresses (unlike the fictitious addresses on the forms) and demographic data (gender, age, interests, etc.) on visitors to the point of sale.
Marketing departments and/or point-of-sale managers are able to use this information to better understand their business and guide their marketing strategies.
Push marketing
WiFi marketing is an ideal medium for carrying out push marketing operations. Indeed, current solutions allow direct communication with users. This offers a wide range of actions to implement: calls to action, improvement of customer knowledge, loyalty, etc.
Some examples :
- Redirection to a dedicated web page to promote engagement
- Promotional advertisements (couponing) to encourage purchases
- Satisfaction survey to know your level of customer satisfaction
- Invitation to join your loyalty program
- Proposal for subscription to the newsletter to facilitate acquisition
- Contest to stimulate the customer experience
Customer journey analysis
The in-store WiFi network is an analytics tool in its own right. It aggregates a lot of data on the journey of your customers and the frequentation of your points of sale. The analysis of the customer journey via WiFi is also a common practice in the context of the digitization of shopping centers.
Regarding the in-store customer journey, WiFi provides counting and indoor geolocation information in the form of a heat map. Geolocation can thus be the basis of in-store push marketing scenarios. WiFi marketing solutions are thus able to provide you with statistics such as average time spent in the point of sale, recurrence of visits, store traffic vs. non-store traffic, conversion rate (number of buyers out of number of visitors)
The network also offers counting functionalities thanks to the connections of visitors’ mobile devices. From this device identification come additional statistics: average time spent in the point of sale, recurrence of visits, in-store traffic vs. out-of-store traffic, etc.
While customer knowledge is a major issue for points of sale, WiFi marketing takes on its full meaning. The adoption of WiFi in point-of-sale networks is already strong, in the form of a network for business needs or as guest WiFi. A WiFi marketing solution thus makes it possible to exploit the existing network to transform it into a real business tool in the store.
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