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    Home > News > Installing An In-Store Wi-Fi Network For Digital Marketing Purposes

16^th Dec 2011 | Author: James Knight

Installing An In-Store Wi-Fi Network For Digital Marketing Purposes

The growing use of smartphones has resulted in the development of new digital marketing technologies, which retailers can use to improve customer experience. One of these includes the placement of an in-store Wi-Fi wireless network that is specially configured for the mobile phones of customers. All customers are first registered with a membership programme, and are signed-in to the wireless network when they walk into the retail store. The store should also offer a digital marketing app through which customers can scan barcodes, to access detailed information about a product.

As the entire shopping process of a customer can be linked to the wireless network of the retail store, the company will be able to get detailed information about the browsing preferences of the customer (from the barcodes they scan), and their activities on social networking sites (Facebook/ Twitter). This digital marketing information can be collected over a period of time, and then used to optimise the store’s marketing programme.

Also, customers may visit stores in different areas (thus connecting with Wi-Fi networks of different retailers). This will allow digital marketing specialists to collect location-specific data, which they can later use to fine-tune their communication messages and enhance their promotion plans.

Through these in-store Wi-Fi networks, retailers should attempt to answer some of the following questions:

• Was the customer interested in learning more about the product?

• How many steps did the customer go through, before considering their next action? These steps are similar to stages in the consumer purchase funnel.

• How long was the customer present at a specific store? Can a digital marketing pattern be identified, regarding locations and times that can bring better sales?

• What did the customer do after scanning a barcode or finding out about a digital marketing promotional offer? Did they make a purchase or decline?

• If the customer declined to make a purchase, what were the reasons behind this decision?

• What time of day did the customer visit the store – morning, afternoon, evening or midnight?

For instance, customers who continuously visit a certain store at lunchtime are probably out on their lunch break. If digital marketing specialists use this data in combination with demographic and occupational information, they will be able to define a specific market segment. This segment can later be targeted with suitable digital marketing strategies to influence buying behaviour, and generate more sales.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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