Social WiFi provider, Purple WiFi, has been selected by Admiral Taverns as a supplier of WiFi solutions for its pub estate. The service will enable customers to login for free but will also deliver valuable analytical data back to the individual pubs, around customers’ online activity and profile, allowing much more targeted and relevant promotions to be created and shared.
Purple WiFi recently carried out a survey of more than 3500 venues, which uncovered that while 82% believed they were legally compliant, most surveyed were either running completely open networks, meaning anyone could access the network, or handing out a password, which indicates the venue has no way of tracking internet access back to the user. This leaves the network open to criminal or terrorist use without fear of tracking implications. The data also revealed that 58% of the venues surveyed had no content filtering in place or didn’t know if they did, meaning explicit content can be accessed directly through the WiFi connection.
Commenting on the new relationship with Admiral Taverns, Gavin Wheeldon, CEO of Purple WiFi said: “WiFi traditionally offers very little in the way of value for the venues that provide it to customers, and people expect free guest WiFi wherever they go these days. Purple WiFi gives something back, enabling pubs to better understand and target their customers and this is ideal for a group like Admiral, where the units vary in style and location and as a result need a marketing tool that can be easily customised to each business. We are delighted to be working with Admiral Taverns and look forward to hearing how our solution is helping the licensees engage more effectively with their guests, from generating Facebook likes’ to directing them towards great promotional offers.”