The Wellington Centre: A social shopping experience

The Wellington Centre: A social shopping experience
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The Wellington Centre in Aldershot has chosen Wireless Social to provide free, family-friendly and secure WiFi for visitors, powered by Purple WiFi technology. The partnership means that the Wellington Centre will benefit from detailed customer insights and analytics, whilst visitors will get more value from their shopping experience.

About The Wellington Centre

The Wellington Centre is a multi level indoor mall located in the heart of Aldershot’s bustling town centre. With more than 50 stores selling everything from high street fashion to electronics, and a fantastic selection of food outlets, The Wellington Centre is the perfect destination for some retail therapy or a bite to eat.

Why did the Wellington Centre want WiFi?

The Wellington Centre have always ensured that their customers’ shopping experience is a priority, and recognised that free WiFi is not only needed, but expected. Management were also aware that competing shopping centres were already offering a free WiFi service. Wireless Social were able to offer a solution that allows The Wellington Centre to see a tangible return on their investment in the WiFi infrastructure.

How did Wireless Social make it possible?

Wireless Social discussed The Wellington Centre’s requirements in detail, and decided that UBIQUITI equipment running Purple WiFi’s custom firmware would be the best solution. This also meant that remote management and monitoring was easily enabled.

One aspect of the solution that was very important to The Wellington Centre is social login, which Wireless Social specialises in. Using Purple WiFi, customers simply select the WiFi network, or they are prompted to log in using a social media account or a short form. The Wellington can also choose to ask customers for a Facebook ‘like’ or a Twitter ‘follow’, boosting their exposure on social networks and creating a real buzz about the centre.

Each customer logging in to the free WiFi gives their consent to allow data capture during the login process. This data is then securely stored in line with all current legislation and best practise.

The result

The Wellington Centre can now offer guests a WiFi solution that’s free and easy to use, whilst being able to access a built-in reporting and insights platform.

The data will be used to build on the centre’s current database and communicate more effectively with customers through their e-newsletter, promotions and offers. This will increase time spent in the venue and give visitors more reasons to shop at The Wellington Centre.

Jemma Fern, Centre Manager, The Wellington, commented: “We are delighted with the use of the Social WiFi system within the Centre. Now we are able to capture data from our customers and use this platform to communicate more effectively.”

Aimee Smith, Copywriter, Wireless Social, added: “Wireless Social is a fantastic fit for retail customers such as The Wellington Centre,  providing a perfect example of return on investment being possible from a WiFi infrastructure spend.

We are delighted to have helped The Wellington Centre install their new social WiFi and look forward to seeing the results of this brilliant solution in the coming months.

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