Over half of UK consumers now own a smartphone and almost one in 10 own a tablet– and the numbers are growing all the time. Whether downloading music and videos, shopping online or checking emails, as a nation we’re reliant on the internet for our way of life. This is a habit that extends to our high street shopping experiences too, so here are five reasons why bricks-and-mortar retailers need to embrace WiFi or risk losing out to the competition.
• WiFi helps to sell more
Retailers are always looking for new ways to engage with their customers, helping them to sell the right products at the right time. WiFi is enabling them to do this more accurately than ever before. Take Ted Baker for example: its WiFi facility allows visitors in-store to surf its website and order items not currently in stock at that venue. Not only does this make the in-store experience more worthwhile, but prevents the customer leaving empty-handed – so everyone’s happy!
• Competitive advantage
Many high street outlets have made internet access central to their proposition to attract customers into their venues. Walk into any of the well-known cafes, for example, and you can’t fail to notice the number of users tapping away on their smartphones, tablets and laptops. However, the knock-on effect is that many independent outlets who don’t offer WiFi are now lagging behind. A recent survey from The Cloud showed that 62% of respondents were more likely to go into one of the bigger brand coffee shops over smaller, independent stores because they offer WiFi. Over a third also felt that smaller coffee shops were missing out by failing to offer a WiFi connection, suggesting that internet access is becoming a critical factor in consumers’ retail choices.
• WiFi extends dwell time and inclination to buy
Customers are more likely to stay in a store longer than originally planned if they have a strong and reliable internet connection. WiFi can help the retailer attract a wider range of clientele from students and business professionals to mums wanting to keep the children entertained. More time in store can often result in extra sales or an up-sell from a coffee to a slice of cake!
• WiFi tells you what your customers want
WiFi is a great way for a retailer to learn more about its customers’ shopping habits and behavioural patterns, which in turn enable it to sell more. One look at the usage statistics can determine what times are busiest, how often people visit, how long they stay and whether they’re using smartphones or laptops to access the connection. This means retailers can ensure they’re targeting their customers with the right marketing messages at the right times and provide special offers accordingly.
• WiFi facilitates your digital strategy
The development of in-house apps is on the increase with retailers, restaurants and cafes making the most of rising mobile usage to enhance the customer experience and their own revenue growth. As savvy retailers like Pizza Express are realising, most consumers carry their smartphones everywhere they go. This habit is already pretty serious – Ofcom found that 37% of adults admitted to being “addicted” to their smartphones – so apps create a fantastic opportunity to reach out to consumers. However, for these to work retailers need Wi-Fi installed. The current 3G network is creaking under the strain of smartphone traffic and isn’t reliable enough for data-hungry apps that have to work straightaway when customers are in store.
Take the example of the Pizza Express app, which allows customers to pay their bill via PayPal on their smartphone or tablet. It not only means a swifter service for the customer but a faster turnaround for the retailer which has obvious financial gains too. The role of WiFi is fundamental in this process as without it the app loses value and the customer loses interest.
It’s clear that when implemented properly, WiFi adds exceptional competitive advantage to retailers of all sizes. Not only do Smartphones make it far easier for customers to search for products than having to browse through an entire website but, using apps, retailers can also advertise specific offers tailored to their mobile audience.
In truth, there has never been a better time to embrace WiFi. There’s a clear lesson to be learned that those retailers who innovate and look to capitalise on new technologies can benefit from consumers’ changing shopping habits, and with the uptake of high quality internet connections in store, the high street is becoming as productive a place as any online shopping experience at home.
