PDF_Concept_2.pdf

Tapping Into The Power of WiFiGetting inside the minds of your customers and influencing them at the right moment during their buying journey is no newchallenge for marketers. However, as technology becomes more sophisticated, business marketers who are tapping into dataon consumer preferences, timing and other key buying factors are making significant strides in consumer engagement.Mobile is clearly a disruptive force in the retail and consumer market as buyers are tied to their smart phones 24/7, andresearch shows them actively using their devices while shopping or visiting onsite at Events, venues, stadia and brick-and-mortarretail stores.Harnessing the power of mobile, however, requires much more than just sending sale alerts or creating an app for download.We know that consumers are looking for low-investment, high-return tools to help them find what they’re looking for, at the rightprice, and in the immediate vicinity to quickly make a purchase.They may be looking for particular products, they may have a brand in mind or they simply want to purchase. Either way, theyare open to guidance.All businesses can leverage this opportunity by tapping into the power of Wi-Fi. How?Picture this scenario, which has likely happened to you at some point. You try to send a text or email, access Facebook or searchfor a deal on your phone whilst in at the place you’re visiting, only to find that it is next to impossible due to terrible connectivity.Many developers now offer free Wi-Fi to consumers, in part, to ensure they still feel connected while shopping or enjoying theexperience. But this amenity has more to offer shoppers — and retail marketers.As an example, once consumers sign onto a business Wi-Fi network, they may be able to access resources such as a directoryof stores, mall events and key promotions, all of which add value to their immediate experience.As this delivery method eliminates the need for consumers to download apps or complete registration pages, consumers aremore likely to engage. It becomes a gateway for shoppers to pull information as they need it.Shoppers who sign onto mall,venue,event- or store-based Wi-Fi networks have reason to stay on the premises longer, providingretailers an extended opportunity to connect with more customers and clinch further sales — both by developing their customeracquisition pipeline as well as strengthening existing customer loyalty.On the customer acquisition side, many retailers are finding that shoppers are often entering their shops because they’velearned about a promotion while onsite — not necessarily because of an email or direct mail piece they received from thebrand. They may have even had a specific retailer in mind but didn’t find what they were looking for and decided to peruse acompetitor’s promotion instead because they saw it was available once they were at the places of interest.