Do you offer free WiFi access in your public building?
Whether it’s a cafe, a supermarket, a bowling alley or a cinema, you’re missing out on valuable user data if you’re not using WiFi analytics to assess the preferences and behaviors of your customers.
Allowing a customer to log-in to your in-store WiFi network gives you a glut of data. And that data can be monitored, helping you ascertain optimal store layout while understanding customer engagement patterns.
Building a detailed and personalized customer profile helps you understand how your customers interact with your venue; helping you develop strategies to improve customer engagement and maximize profit.
Read on for ideas that will help you develop your customer engagement using in-store WiFi analytics.
What are WiFi analytics?
WiFi analytics tools can be enabled over an existing network.
Accessed via cloud services that help maintain the operability of your network, in-store WiFi networks can help you glean salient information from your service users that helps build an extraordinarily detailed customer profile.
Just like website analytics that provide data regarding web traffic and visitor engagement, WiFi analytics offers a platform that invites customer data in real-time.
Gather personal details such as name, age, and gender from login splash pages and watch customers interact with your premises; offering insights into footfall, frequency of visits, and even a customer’s social interests.
Cloud-based WiFi analytics tools introduce a centralized reporting dashboard that help you make sense of collated data.
WiFi analytics allow you to:
- Reinforce your marketing channels
- Tailor your marketing based on customer behaviors
- Glean customer feedback
- Run promotions and sponsorships
Encouraging customer engagement with your in-store WiFi puts your business in a unique position to send direct promotional deals to your customers.
Direct your clients to web pages that offer additional services or products. And, based on previous data for returning customers, send personalized promotions based on past interactions.
Hotels, for example, might send WiFi users to room service splash pages or create an additional revenue stream through third-party sponsorships.
Gather customer feedback
Direct your customers to feedback splash pages during their visit, accurately gathering information about their experience.
You can also integrate surveys into your WiFi management dashboard, helping you to monitor feedback and resolve any issues.
Tailor your marketing
Gathering customer data helps you to understand client needs.
By location-tracking your customers while on your WiFi network, you gather valuable insight into the parts of your store that get used the most.
You can recognize individual behaviors by footfall, while ascertaining the frequency of customer visits.
An understanding of how customers are engaging and interacting with your services provides a tremendous amount of information regarding a customer’s marketing preference, helping you fine tune your sales strategies.
Reinforce and strengthen your marketing channels
Your marketing efforts are only as good as the data and communication technology your team use to analyze and learn from.
When customers give you their email addresses and/or mobile number during the login process, they hand over a direct means of contacting them to follow-up their visit.
For example, if you found that they lingered in a specific section of your store – say, for example, in the training shoe aisle – it provides a clear indication that they’re on the market for new shoes.
Having their email address or phone number gives you a channel to push product-specific special offers to them.
Linking real-world in-store experience with online platforms
If you have an online presence as well as a physical store, you have a real opportunity to maximize customer engagement by combining data from both environments.
If you know that a customer has explored specific products in-store, you can offer online discounts that are likely to convert that investigatory browse into a sale.
Interactive technologies have found themselves almost seamlessly integrated into our lives – presenting distinct new possibilities for marketing and client profiling that were previously impossible.
Scenes like this one in Minority Report seemed like a fantastical pipe dream just a couple of years ago.
But making use of the smartphone in your customer’s pocket can make every visit to your store a personalized experience; allowing you to develop a relationship with each and every customer.
Don’t waste the valuable opportunity to understand your customers more thoroughly.