Why Your Brick and Mortar Business Needs Free Guest WiFi

WiFi access is becoming ubiquitous. Tablets, smartphones, and laptops are everywhere and most businesses see the demand for free wireless access to the internet.

The issue, however, is understanding or even measuring the return of investment on having a free guest WiFi program. There is a way to get a better understanding of the ROI (which we’ll get into later) but also some very good immediate reasons to invest in free WiFi for your customers.

Attract New Customers

Offering free WiFi has become a perk for many businesses. If given the choice, customers prefer a retailer that offers wireless connections to the internet than one without and anyone who has sat alone at a cafe understands why. A simple sign on the door announcing free WiFi can go a long way.

One type of customer this profoundly affects are tourists who are looking for access to the internet– especially for restaurants, cafes, or other hospitality businesses. Roaming charges can run a significant extra cost outside of a native country so tourists are more likely to visit a guest WiFi enabled business than not.

Customer Dwell Time

Dwell times are incredibly important for businesses since there’s a correlation between how long customers spend in a retail store or restaurant and how much they spend. Put simply, the longer someone stays at a store, the more they are likely to spend. This also gives the retailer to upsell shoppers with offers that result in higher sales.

How does this all relate to guest WiFi? Typically, when a customer decides to log onto a free WiFi service it encourages them to stay longer. A good way to encourage users to sign in is to create an atmosphere in your space that promotes sharing something on social media platforms like Instagram. It gets their devices into their hands and encourages them to connect to the WiFi.

Encourage Repeat Visits

Many businesses make the mistake of focusing too much acquiring new customers rather than fostering their current customers. While growing a new customer base is very important, the costs tend to be 7 times or more when compared to retaining your current shoppers. It is far more cost effective to encourage repeat visits among your audience than it is acquiring new customers.

Free WiFi is a great way to offer a perk or bonus to customers that encourages them to return again and again. There is another way offering guest WiFi encourages repeat visits and we’ll get to that in the next section.

Collect Demographic and Interests Information

As alluded to earlier, there is a great way to understand and measure the return on investment for guest WiFi. It also helps actively improve customer dwell time and encourage repeat visits. Aislelabs Connect transforms your WiFi network from just offering free WiFi to getting a better understanding of who your customers are and marketing to them.

The platform uses social login to gain actionable demographic and interests information such as their age, gender, location, interests, and what they like. It also collects contact information allowing you to create multi-channel marketing campaigns including social, email, surveys, and online advertising with a clear understanding of the ROI and traffic each campaign drives to your venue.

Providing WiFi access is just the tip of the iceberg. The basic advantages of offering guest WiFi to your customers can be revolutionized into a digital marketing machine that allows you to leverage machine learning and monetize your guest WiFi.

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Aislelabs is the leading global provider of enterprise software for marketing automation, location analytics, predictive intelligence, and combining online and offline customer touchpoints. The company serves customers across verticals including retail, transportation, hospitality, venues, and F&B.

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