Thu, March 28, 2024

Free Access: Free Wi-Fi offers marketing gateway for businesses

Wi-Fi Marketing

We have all been to the local coffee shop, restaurant, or business office that has Wi-Fi available to its customers. “This is known as a hotspot,” states Captain Obvious.

Technically, a hotspot is a physical location (read: business, retailer, hotel, etc.) with a Wi-Fi device that gives free wireless internet access to anyone who wants it. This is done by connecting a wireless router that the business owns to an internet service provider.

In this case, the business is responsible for setting up the network, maintaining the Wi-Fi devices, and ensuring that it is always on!

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And in many businesses, this service is free to customers without having to even provide an email address. Simply get the network ID, the password and your customer is surfing.

This is a missed opportunity for retailers. Today, retailers who provide wireless internet access to shoppers can also use this service as a channel to communicate messages and promotions, a practice known as Wi-Fi marketing.

How Does Wi-Fi Marketing Work?

Wi-Fi Marketing is simply providing a gateway for your customers when they join the in-store Wi-Fi network. Their phone (or computer) will redirect to a screen with a message from the store that is created on software that is managed by a third-party provider. This is a great marketing and advertising tool for your business.

You’ve probably all seen this in stores like Panera or Starbucks. This page will also have more information about the network and its terms of use and may even ask you for your email address.

Effectively, your customers are trading their email for free Wi-Fi and you, as the retailer, get a channel to market to them every time they join your network. If you collect their email, you build out a relationship with them through marketing automation.

Benefits of Wi-Fi Marketing to Your Business

1. Increased customer loyalty – According to Cisco’s data, 96 percent of shoppers prefer to shop at stores that offer free Wi-Fi access. Also, they are more likely to return to these types of stores. How often do you return to your favorite business to use their Wi-Fi and their services?

2. Increased customer engagement – Offering free Wi-Fi to your customers is a great way to keep them connected and engaged with your business.

3. Increased customer data and analytics – By personalizing your marketing efforts and providing bespoke experiences, you can really make the most of this powerful tool.

4. Increased consumer spending – according to OnDevice Research, 60 percent of respondents use their mobiles in-store to research products and prices before purchasing. Customers are more likely to spend money at businesses that offer Wi-Fi access. It’s more convenient for them and saves on data usage. Make your network faster than the one they pay for and you’ll open their wallets even more.

5. Build your email list – If you want your customers to opt-in for email marketing, providing them with guest Wi-Fi is a great way to make that happen. From there, you can nurture the relationship through strategic emails, content, and product offers.

What does it cost?

If you use a basic Wi-Fi marketing plan, you can get started for as low as $99 per month for a basic plan to acquire customers. If you want to up the game a bit with retain, build, and engage functionality, the price can go up from there.

So what does it all mean?
Wi-Fi marketing is an inexpensive method to grow your email list and provide a great service for your customers. Is it right for you? If you have customers that linger, loiter or lounge in your business, it probably is.

Want to learn more about this, check out our Wi-Fi Marketing at GroupRB.com.

Until next time, remember that you deserve marketing that actually works.

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