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“It’s about marketing the right
thing to the right people,” say Baker.
(Messaging could even be delivered
in real-time, while a customer is inside
the store, although that would require
a staff member actively monitoring
the Beyond Wi-Fi portal in real-time to
send the message.)
Even when a customer chooses not
to opt-in but rather foregoes use of a
store’s free Wi-Fi, there is a pretty good
chance they are carrying a smartphone.
And if they are carrying a smartphone,
there is a pretty good chance their
Wi-Fi function is turned on, several
studies suggest. That’s all Beyond Wi-Fi
needs to provide valuable feedback on
customers’ in-store activity.
“If a Wi-Fi device comes through
the door, even if the user doesn’t
log-in, we’re still going to track it,”
explains Baker.
Since Beyond Wi-Fi tracks the
location and movement of every
Wi-Fi-compatible device on the floor,
retailers can compile and monitor
information such as footfall, traffic flow
or where folks are congregating, in
real-time or at any one point in time.
Through analysis of that data, a store
manager can gauge how well displays
or end caps are engaging customers,
at what times there are choke points
at check-out, if stimulus in one part of
the store is moving traffic to another
intended part or how well a promotional
or advertising campaign boosted
foot traffic. Product placement and
assortment can be improved based
on dwell time measurements; while
in a mall environment, the data can
be applied to measure and improve
store penetration rates. Watching for
repeat visits, meanwhile, can provide
better understanding of out-of-store
marketing campaigns or help estimate
product purchase cycles, while tracking
customers along a path through store
aisles can highlight optimal points to
coordinate engagement.
Traffic data also can aid with staff
availability, such as helping to match
staffing and breaks to customer
counts or better positon staff to
improve customer service. Ultimately,
depending on the amount of time given
and the gumption of the user, the
possibilities to impact store operations
seem almost limitless.
“You can really expand on the ‘put
the milk at the back of the grocery
store’ strategy,” says Baker.
56%
49%
49%
41%
9%
9%
Store Infrastructure Technology Adoption
(Retailers and Hospitality)
VoIP
WAN/LAN Network Security
WAN Bandwidth/optimization
Wi-Fi-Store Level
EMV Compliance
Loyalty-Mobile App
Beacon
49%
39%
27%
54%
54%
34%
6% 5%1%
46%
34%
12% 6% 1%
40%
36%
11% 13% 1%
1%
30%
49%
7% 13%
26%
40%
15% 4% 16%
7% 23%
22% 13%
35%
12% 3%4%
Currently Ready
Within 12 Months
12-24 Months
24-36 Months
No Plans
Source: IHL Group
Inside
Outdoor
|
Spring
2016
46