How Wi-Fi Marketing enhances Customer Engagement

Wi-Fi marketing is a game-changer for brick & mortar businesses.

Think! Have you ever spent a huge amount of money on a marketing campaign that yielded no results?

Any marketer who has sank thousands or millions of dollars into bulk email/distribution lists, or mailers that did not improve sales, get new clients, or generate new leads, knows first-hand how valuable marketing funds are. If you are a newbie marketer, you will do well to do your homework before running a campaign in order not to make the same mistake.

To be successful as a marketer, you must be able to tell where and how to spend your marketing budget to yield the most result. The same way business managers need to know how to efficiently spend their resources to make the most impact on their business.

It takes some time to master the ability to properly coordinate your business operations to perfectly align with your marketing efforts. Many business owners still haven’t found the balance between the two.

Over the years, marketers for brick n’ mortar businesses have had to make do with what they could find in terms of information. While online stores have had it easy reaching out to customers without being restricted by location, offline business could only communicate with customers when they visited the store or restaurant.

And because of this limitation, offline businesses have faced problems such as:

• Paying for staff they do not need
• Under-staffing during a sudden surge in customer traffic, leading to poor service and negative reviews
• Organizing events or promotional campaigns that yield zero results in terms of sales. Perhaps because they focused on the wrong customer, scheduled at the wrong time or on the wrong day, or perhaps it wasn’t in line with the customers’ preferences

These problems ultimately result in waste of resources, negative online reviews, loss of customers, and demoralization of staffs. This would not be the case if businesses understood their customers better.

To understand your customers better, you need the right amount of data. To get the right amount of accurate data, you need the right tool. Online businesses have had the upper hand because their platform makes it easy for them to collect, store, and use customer data.

But things have changed with the advent of Wi-Fi analytics and marketing tools.

Wi-Fi analytics involves the use of Wi-Fi networks to collect data on Wi-Fi devices such as smartphones and laptops and includes detailed information on the device behavior, both physically in the space covered by the Wi-Fi network, as well as the activity performed via the Wi-Fi network’s internet connection.

Wi-Fi Analytics is data captured through Wi-Fi access points that can be used to inform and improve business operations, physical layouts, and marketing initiatives. There are two types of data collected over Wi-Fi – presence analytics and marketing analytics.

Data reported may include any or all of the following:

• Wi-Fi Presence Analytics
  1. Location Data from your physical location, like footfall, heatmaps, and crowd size.
  2. Behavioral data including new and returning visitor patterns, dwell times, and traffic patterns.

• Wi-Fi Marketing Analytics
  1. Demographic data such as customer name, age, birthday, gender, hometown.
  2. Digital marketing data such as email addresses and social profiles.

Wi-Fi analytics collects anonymous data from Wi-Fi enabled smartphones and devices. All Wi-Fi enabled devices send out ‘probes’ looking for Wi-Fi networks. Wi-Fi analytics systems capture this data and report on it.

Some of the benefits of Wi-Fi analytics that empower Wi-Fi marketing include:

• Quick and easy setup performed in less than 30 minutes
• Can simply be installed on your existing Wi-Fi network
• Measures both in-venue and passing traffic outside the venue
• Can be set to exclude staff and other devices seen often
• Provides rich customer experience metrics well beyond a simple people counter
• Can be integrated with other data such as staffing, POS and marketing data

Thanks to the advent of Wi-Fi analytics and marketing tools, brick n’ mortar businesses can now enjoy the same privileges as their online counterparts. With Wi-Fi analytics, retail and restaurant businesses can now collect customer data and make on-going assessment about their customers in real time. This includes their buying behavior, their preferences, and who they are.

Knowing more about your customers helps you design products and marketing campaigns that are relevant to them. This way, you cut down on waste and improve sales.

Lets’ look at the 5 major insights Wi-Fi analytics provides about your customers that plays a strong role in Wi-Fi marketing.

• Who Your Customers Are

With Wi-Fi analytics, you can collect demographic data of your customers. Data such as age, location, gender, social status, occupation, social media engagements, interests, and more, will help you know who your customers are. Knowing who they are will make your communication with them more effective. You could segment them using the demographic data and communicate with each segment differently.

• When Will They Show Up?

If you do not know when your customers will show up, you cannot prepare for them. Many managers make use of sales receipts to try to project when they have the highest traffic. Wi-Fi analytics makes this process easier.

With it, you can know how many customers visited on a certain day, when they visited, how long they stayed, and when they left. You can’t know all that using sales receipts, can you? Wi-Fi analytics also helps you know your period of highest and lowest foot traffic. Armed with this data, you can adequately hire staffs to deal with the demand in peak periods.

• How Engaged Are They with Your Brand?

Do you know how long your customers stay in your store/restaurant? An engaged customer will spend ample time with and will interact with your brand. Wi-Fi analytics can let you know how long customers spend in certain sections of your shop or restaurant. This will help you make smarter stocking decisions.

In addition to that, Wi-Fi analytics will let you see how much purchase your customers make while they were in your store. If they stayed a long while and spent little, you may need to incentivize them with discounts to make them spend more on their next visit.

• How Many New Customers You Get

You may not be able to tell your first-time customers from your regular customers, except you run a very small business with less than 20 customers. Wi-Fi analytics helps you separate your first-time customers from your repeat customers. Whenever you run a marketing campaign, the ratio of repeat customers to first-time customers shows how many new customers your marketing efforts brought you.

Knowing your first-time customers, you can target them specifically with messages welcoming them, asking for feedback on their experience, and perhaps, offering incentives on their next visit to convert them to repeat customers.

• How Loyal Your Regular Customers Are

Wi-Fi analytics provides insight on how loyal your regular customers are. It does this by providing data on how long ago they last visited, what the frequency of their visit currently is as compared to earlier periods, and how much have spent at your store in recent times.

This information allows you to design marketing campaigns that can influence their visit frequency and/or increase their spend-per-visit.

Even though you know so much about your customers, Wi-Fi analytics makes organizing and using that information easier and more efficient. All insights provided by Wi-Fi analytics are gathered on autopilot and in real-time, giving you the ability to make analysis, predictions, and changes promptly.

Agreefy Connect is an interactive platform that provides you with detailed understanding of your customers’ on-site behaviors so that you can take customer engagement to the next level.

Agreefy Connect is designed to deliver unprecedented and positive customer experiences and personalization. Agreefy Connect allows businesses and organizations to understand the movements of customers at their physical locations and create highly personalized, location-based marketing campaigns using visitor patterns and demographics.

Agreefy Connect utilizes innovative, location-based technologies to create a detailed footprint of in-store customers’ behaviors and their consumer journey around your site and turn these data points into actionable information resulting in the following benefits –

1. Increased revenue
2. Enhanced customer experience
3. Create a loyal customer base
4. Improve operations

Marketing Campaigns

With Agreefy Connect’s marketing tools you can send emails, SMS and coupons in real-time to visitors in your venue.

Create highly targeted messages and engage with your consumers based on behavior and demographics using simple to handle drag and drop Email editor and Enterprise SMS Marketing Module.

The marketing tools in the Agreefy Portal are so easy to use that email design and build becomes effortless.

Custom Splash Screen

Customized responsive login splash screen for Guest WiFi access, which is integrated with multiple options for social media login. User demographics like age, gender, address can be collected based on your customization. Easily create branded splash pages with Agreefy Connect’s drag and drop editor and HTML tool.

Social Wi-Fi

Agreefy Connect’s social Wi-Fi feature allows customers to access your network by their preferred social media profile at the press of a button.
The login page encourages users to connect with your brand socially, immediately boosting your social media presence. All done in a secure and legally compliant way.

Customer 360

With the advent of technologies such as mobile devices, social media platforms, and more, the various touch points with which customers may interact has proliferated, the task of aggregating the data from these various interactions is achievable with Agreefy Connect.

Agreefy Connect uses an array of tools to develop this 360-degree view of a customer including social media listening, visit patterns, duration spent, demographics, location, feedback, reviews, Campaign response, device used, registration method. System provides a cohesive, up-to-date, accurate view of customers.

Offer Coupons

Create promotional discounts and coupons unique to a campaign and individual sent using QR codes and track their utilization via application or POS integration.

Location Heat Map

Agreefy Connect’s heat mapping feature allows you to view and understand how guests move and interact within your venue. Enabling you to identify hot spots, dead areas and bottlenecks within your physical space. The traffic maps provide powerful insights such as dwell time, pass-by traffic, and entrance path analytics.
Heat maps can be applied to all physical spaces from retail stores to airports enabling you to fully understand the customer journey.

Location Analytics

Agreefy Connect’s location analytics delivers data in real-time and can be used to detect Wi-Fi (associated and non-associated) and Bluetooth Low Energy (BLE) devices in real-time.

The raw data is aggregated from all access points within a network, and sent directly from the cloud to data warehouse or business intelligence center. Using the physical placement of the access points from the Map & Floor plan on the Dashboard, the system estimates the location of the customer. Premium plus zonal analytics and paths, passersby’s, detailed footfall, dwell times, engagement conversion, live and historical heatmaps.

Footfall Counter

While having an accurate people count isn’t enough, Agreefy Connect Location platform devices go above and beyond high accuracy by offering dynamic technology to track multiple metrics that reveal more meaningful and actionable data

• 98% Accurate
• Filter Duplicate
• Visitor counts
• Child Filter
• Abnormal visitor filters
• Error Correction via multiple source correlation
• GDPR compliant solution as no images are maintained or processed

If so, find out how Agreefy’s platform measures offline customer behavior and builds customer engagement.

We will work with you based on your organization’s unique needs to determine the level of customer engagement that makes the most sense. For example, you may choose to deploy simple presence features which track the number of visitors as well as their length of stay. Adding location information to the mix will give you a better idea of traffic patterns within the venue. And finally, with high-accuracy location services, you can determine which specific areas or displays your customers gravitate to most often.

So, it’s time to start leveraging your guest Wi-Fi to gain a competitive edge. Then, watch your profits grow.

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