The Growth of Mobile
Mobile connectivity is a must for today’s consumer, whether they are at a retail shop, ballgame or spending the day at a public park. Hand in hand with that, free Wi-Fi has become table stakes for businesses looking to retain customers, attract new ones and generate additional revenue. By enabling customers to catch up on their email, surf the web and update their social networks, they are likely to spend more time and money in that venue.
But how can businesses capitalize on their Wi-Fi investment while also enriching the customer experience? The answer lies in leveraging all the customer data that is now being generated on their network.
Enter Wi-Fi Analytics
The growth of smartphones, tablets and other mobile devices have transformed retail purchasing behavior. Customers compare prices, review products and check for digital coupons before they buy in-store. While guest Wi-Fi addresses these demands for the consumer’s shopping experience, Wi-Fi analytics can enable retailers to better manage the Wi-Fi experience on the shopper’s mobile devices, creating deeper customer engagement.
Additionally, by incorporating a social media log in as part of the analytics solution, businesses are able to find out detailed demographic and preference information about customers, such as age, gender, interests and geographical location. Based on this information, they can send customized offers and communications to customers, generating new revenue.
What’s the value of analytics to MSPs?
The return on investment (ROI) for a Wi-Fi analytics solution becomes clear once you dive into the numbers. PwC conducted a global retail survey in 2015 with some revealing results:
- 62 percent of respondents said their interactions on social media with a brand had led them to buy more
- 45 percent said that promotions and coupons are what drove them to engage via social with a particular brand
- 31 percent of Millennials —the 18-24 year-old “digital native” set of survey participants— selected Wi-Fi as a favorite in-store technology
With consumers expecting uninterrupted connectivity 24/7, managed service providers and enterprises should look to implement new ways to better monetize network services. A Wi-Fi analytics solution enables network providers and businesses to translate customer data into actionable business strategy, whether through targeted promotions, engagement on their social media channels or having someone download their app.
