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The DATA On WiFi

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August 22, 2017

Following The Data

What Do Airports, Libraries, and Shopping Centers Know That You Don't?

More and more airlines are offering in-flight WiFi. Libraries do it. Shopping centers are getting into the act offering public Wi-Fi access to gather data to “provide insight to retailers for that will create future engagement opportunities”. For them, “how shoppers spend their time and other valuable customer behavior” is a “comprehensive retail Wi-Fi solution” they can charge tenants for. That makes their shopping center locations worth more in the lease market.

WiFi is about data.

It always has been. From the "user" side, it made getting information we wanted - data - exponentially easier. In the same way that "the web" freed us from having to "go look it up" in books, wifi freed us from the wired connection. We were no longer chained to the desktop. Then, some enterprising individual(s) decided to use it in a business environment. (Mind you, it was "invented" by NCR and AT&T to connect wireless cash registers. But somebody - and I don't yet know who - decided to make it available to customers.)

What most of us don't think about is that data goes both ways.

It always has.

For centuries, buyers and sellers have traded information.

With the advent of "the web", buyers and sellers began trading even more information, electronically. DATA.

17 years into the 21st Century, the "customer journey" (as we call it now) is no longer "linear". It’s described as "touch points" where audiences hop around to different steps across devices.

Customers are looking for products and services - and where to get them - in real time, with "near me" searches. Brick-and-mortar businesses finally have ways to catch their attention at the moment it's most focused.

"Hyperlocal" targeting is moving to the forefront.

There's nothing more "hyperlocal" than WiFi.

If you offer *FREE WIFI*, grudgingly, like it’s just another “cost of doing business”, here are a few things to think about:

WiFi can build your marketing list automatically.

WiFi can ATTRACT new customers, as customers come in and happily trade their information in exchange for FREE WIFI.

WiFi PROMOTES your business.

WiFi is RADIO. It broadcasts up to 300 feet (the length of a football field) to CONNECT with customers, before they're even there.

YOUR NAME appears whenever their smartphone or mobile-device WiFi is running (or they open their wifi list).

WiFi generates LOYALTY.

Overlimit data cost a total of $600,000,000 from 7/2015 to 7/2016.

74% of American say access to WiFi is VERY important. Customers consistently use it, and return to a business to ENGAGE more than 50% of the time.

And DATA shows they're 14% more likely to spend when they do return.

See you on social WiFi

  A New Age In Free WiFi - May 9, 2017   WiFi Reported Dead - May 16, 2017   WiFi: Growing By Leaps & Bounds - May 23, 2017    WiFi: Analytics Offer Opportunities - May 30, 2017    Killing the Mall - June 6, 2017    Bringing A Knife To A Gunfight - June 13, 2017    MONETIZE YOUR WIFI - June 20, 2017    Poking The Hornet's Nest - June 27, 2017    The Age of Big Data - July 4, 2017    Stroking Out - July 11, 2017    Restaurant Wars - July 18, 2017    Go Boldly - July 25, 2017    Retail_Executives_Are_Killing_Sales - August 1, 2017    Moving Forward - August 8, 2017    Dark Hotel Is No Joke - August 15, 2017

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