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As digital technologies have turned more affordable and commonplace, brands can now monitor the customer journey of their online users through Wi-Fi Proximity Marketing. By leveraging and processing collected data, e-retailers earn powerful insights into their customers’ behavior to help them fine tune their business strategies.

But what about brick and mortar shops? Once taken captive by e-commerce, physical venues should adopt a “phygital” approach, thus combining online and offline resources to reap maximum benefits from e-commerce.


Towards phygital commerce: making points of sale intelligent

If traditional retailing and e-commerce have been competing against each other for quite some time, it is now high time to focus on how to mix and match both disciplines. The retail industry is looking into combining digitization with real-world user experience. To thrive in a highly competitive market, both online and offline business must reinvent themselves and come to an alliance, with the goal to design a consumer-centric, global and unified experience.


Marketing de proximité Wi-Fi : le meilleur des deux mondes online et offline

Wi-Fi closes the gap between the virtual and the real worlds. Retailers should entice their visitors to connect to their wireless services, through social login, for example. In this way, traditional shops can receive real-time data on user behaviors, preferences and paths, a powerful asset delivered by e-commerce.

As the gateway to a fast and fulfilling experience, Wi-Fi stands as a new communication channel, a major business asset and a way to build loyalty. Wi-Fi proximity marketing can be enabled in any venue – shops, museums, stadiums or public areas – to gradually make it smarter and, eventually, drive more business. At the end of the day, end-to-end visibility into the customers’ journey is pivotal in targeting each individual in a very personal way.


Wi-Fi, creator of phygital value

Because it contributes to a global and relevant customer experience, Wi-Fi can no longer be seen as a cost center, but rather as a profitable asset. Whether pushing a real-time line-breaker during rush hours or leveraging social logins to better target their audience, Wi-Fi transforms venues to be smarter and is vital in designing and implementing an omnichannel marketing strategy.