Inside Outdoor Spring 2016

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Things get even more interesting
when Wi-Fi and location-based data
is integrated with other data and
systems, such as point-of-sale, human
resource management or marketing
automation. Most Wi-Fi analytics
suites, including Powernet’s Beyond
Wi-Fi, offer Web APIs (application
programming interfaces) that allow
data to be exported and combined
with other systems.
“The sky and your programming
skills are pretty much the limit,”
says Baker.
Imagine, for instance, a customer a
retailer knows by name (or at least by
screen name) comes into a store and
is instantly greeted with a personalized
message or offer. Say that customer
comes in, lingers around the trail shoe
wall for some time but leaves without
visiting the cash register. A manager
reviewing the day’s traffic can see that
behavior and initiate the push a coupon
out to that customer offering 15 percent
off all footwear. Or say a customer
comes in and purchases a climbing
harness. As she walks out the door, a
digital display could flash information
about an upcoming in-store climbing
clinic or guest speaker on the topic.
Welcome to the future of retail.
“By 2025, we will be exposed to a
new shopping world in which the value
of a physical store will no longer be
measured in sales, queuing will not
exist, any surface will be a storefront,
customers will be able to find and buy
any item at any time, and clothing
will be shared, tried on virtually, and
printed at home,” says ABI Research’s
Connolly. “The path to the future
should start today for smart retailers.”
A basic Wi-Fi data analytics suite
provides retailers with a good first
step on this path, while at the same
time having an immediate positive
impact on customer experience and
in-store operations.
Not bad for something that’s
considered “free.”
% of respondents in each group
Ways inWhich US Internet UsersWould Be Likely
to Use In-StoreWi-Fi, by Generation
Source: Euclid Analytics; Harris Poll
Instant access to a gift, daily deal or same-day discount
Enroll in/access a loyalty program and its perks
Faster checkout via an exclusive VIP line
Exclusive lines for customer service, in-store pickup, etc.
Request the attention of a store associate
72%
69%
69%
69%
67%
60%
60%
53%
47%
42%
52%
47%
38%
38%
26%
Millennials Gen X Baby Boomers
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Inside Outdoor | Spring 2016 47