Purple is working in partnership with Networxs Software to provide a guest WiFi and analytics solution for malls in Australia. One such installation is at Waterford Plaza, a mall in Perth, Western Australia. Networxs installed Purple’s content filtering, enabling Waterford Plaza to become the first venue in Australia to achieve the Friendly WiFi accreditation, which ensures that inappropriate material cannot be accessed at any time.
Waterford Plaza are primarily using Purple to improve the customer experience and influence dwell time in the mall. This is being achieved by identifying patterns of footfall, analyzing demographic information about visitors and pinpointing which zones they spend most of their time in.
All of this information is helping Waterford Plaza’s marketing team to personalize their campaigns, increase dwell time and communicate with customers effectively.
Another factor in Waterford Plaza’s decision to choose Purple was the ability to cater for its student visitors using an array of social login options. The management team were delighted to discover that we also offer Weibo (the most popular Asian social networking platform) as a login option, which was perfect for the mall’s high proportion of Asian visitors.
For every minute a customer spends at the mall, retail sales equate to 75 cents, according to recent Australian shopping mall research undertaken. It’s therefore encouraging to see that the average time a WiFi user spends on the network at Waterford Plaza is a staggering 1.37 hours, which works out at an average spend of $61.65 per customer per visit.
In just four months Waterford Plaza has recorded 1895 users; if we multiply the average spend of $61.65 by the number of users, the additional revenue stream is potentially worth $116,826.
The number of profiles collected from December until March (including those users accessing WiFi on multiple devices) has increased by 450%, whilst the number of unique users has increased by 441%. Waterford Plaza have been able to identify that their most popular users are females between the ages of 18 and 34.
Looking at the mall’s presence data, we can see that on an average day, 106 male visitors and 157 female visitors log in to the WiFi. We can also see that at the mall’s busiest recorded time, 4872 male visitors and 7331 female visitors logged in.