In-Store WiFi: Beyond Connectivity, Fueling Customer Engagement

In bricks and mortar retail today, a simple guest internet connection is no longer enough. Customers expect a seamless omnichannel experience, and in-store WiFi plays a crucial role in bridging the gap between physical and digital shopping. Savvy IT and network teams recognise that in-store WiFi can be a powerful tool for enhancing customer engagement and driving revenue growth. 

Unlocking the Power of In-Store WiFi

Traditionally, in-store WiFi has primarily been viewed as a means to offer internet access to customers and employees. While this remains a fundamental function, the capabilities of WiFi networks have evolved significantly in recent years. Retailers are now harnessing the power of WiFi to gather valuable customer insights, deliver targeted marketing messages and create seamless omnichannel experiences. Here we explore two use cases for taking your in-store WiFi to the next level:

Location-Based Marketing and Personalised Promotions

One of the most compelling features of in-store WiFi is its ability to enable location-based marketing. By leveraging WiFi access points strategically placed throughout the store, retailers can accurately determine the location of individual customers in real-time. This granular understanding of customer behaviour allows retailers to deliver hyper-targeted promotions and personalised offers directly to customers' smartphones based on their specific location within the store.

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For example, a customer browsing the electronics section might receive a notification on their device offering a discount on headphones or a special promotion on the latest gadgets. By tailoring promotions to match customers' interests and preferences, retailers can increase the likelihood of conversion and foster stronger customer loyalty.

Enhanced Shopping Experiences

In addition to personalised promotions, in-store WiFi can be used to enhance the overall shopping experience for customers. Retailers can deploy interactive digital signage, augmented reality displays and mobile apps that leverage WiFi connectivity to provide shoppers with relevant product information, reviews, and recommendations in real-time.

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For instance, a clothing retailer could implement a virtual fitting room experience where customers can try on different outfits virtually using their smartphones or tablets. By integrating WiFi-enabled devices with the physical shopping environment, retailers can bridge the gap between online and offline channels and create immersive experiences that drive engagement and satisfaction.

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SD-WAN: The Backbone for a Powerful WiFi Network

To support these innovative use cases, retailers need a robust WiFi infrastructure that can deliver reliable performance and ensure the security of customer data. This is where advanced technologies like Software-Defined Wide Area Networking (SD-WAN) come into play. 

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• Reliable connectivity: SD-WAN intelligently routes traffic across multiple internet connections, ensuring consistent performance even if one link fails. This eliminates downtime and frustrations for both customers and staff.
• Improved security: SD-WAN provides advanced security features like centralised policy management and application control. This safeguards sensitive customer data and protects your network from potential threats.
• Simplified network management: SD-WAN offers centralised control and visibility, allowing network managers to easily monitor network performance, troubleshoot issues, and optimise resource allocation across all store locations.

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By implementing a strategic in-store WiFi solution coupled with SD-WAN technology, WiFi can be transformed from a simple utility into a strategic asset. This empowers retailers to:

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• Boost customer engagement: Create a more interactive and personalised shopping experience that keeps customers coming back for more.
• Gain valuable customer insights: Leverage anonymized WiFi analytics to understand customer behaviour patterns and optimise store layout, product placement and marketing campaigns.
• Increase operational efficiency: Streamline network management and improve resource allocation across multiple stores.

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In-store WiFi offers far more than just internet connectivity – it represents a valuable opportunity for retailers to engage customers, drive sales, and differentiate themselves in a competitive market. 

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The TIEVA team will be joined by leaders in Wi-Fi solutions for retail, Aruba Networks, in an upcoming webinar titled "Leveraging Efficiency in Retail for Competitive Edge" on April 19, 2024. For full details and to register, please click here.

Note: THIS WEBINAR IS IN THE PAST.

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