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allows shoppers to log-in via social
media, providing retailers access to
those profiles.
“How much do retailers really know
about the people who walk through
their doors?” asks Baker. “They know
they have some connection or interest
in the product they are selling, but they
don’t know what type of music they
listen to, the personal relationships they
value, other interests or any number of
things they might be able to learn from
someone’s public social media profile.”
Armed with such information, retailers
not only are prepared to build a profile
around who is coming into their stores,
but it also allows marketers to better tailor
direct marketing, such as SMS messages
or email offers, personalized to individual’s
interests or demographic profiles.
“Maybe I want to encourage
them to come back with a coupon or
information on a special event that’s
really targeted at what I know their
interests are based on their social
media profile,” explains Baker.
For those who might be creeped out by
what they could consider a form of “social
media stalking,” Beyond Wi-Fi also allows
users to login through the more-standard,
just-give-us-your-email option. Armed
with just that information, a store manager
could run a report, see who was in the
store that weekend, for example, and
trigger a comeback offer, depending on
what a customer did or did not buy.
Analytics Usage among Stores withWi-Fi
(Retailers and Hospitality)
Source: IHL Group
Traffic counting
Guest Wi-Fi session duration
What devices customers use
Hot spots in store
Loyalty/repeat visits to store
Time in store
Social media conversions
Times of use
Sales conversion by Wi-Fi
Demographics
56%
49%
49%
41%
39%
39%
37%
32%
27%
17%
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Outdoor
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