Everyone knows Wi-Fi, the most widely used Internet connection network in public places. But what is less known is that Wi-Fi offers brands unprecedented opportunities to reach consumers in a more individual, targeted and relevant way. Update on a technology that will allow brands to break away from mass commerce, and move towards more authentic and targeted marketing in accordance with the legal context.
Wi-Fi is becoming more and more democratized
More than 23 million: this is the record number of public Wi-Fi hotspots held by France in Europe (iPass network study, 2017). He is
clear that Wi-Fi is on the rise, even considered by 40.2% of individuals as the most important element of their daily lives, ahead of sex, alcohol and even chocolate according to a study by the same organization. Mobiles are now firmly rooted
in our daily lives and we can no longer do without it. The fear of being offline even has a name: FOBO (Fear Of Being Offline) which can cause serious anxiety attacks in individuals. This ultra consumer connectivity is now an opportunity for brands to develop their attractiveness, attract their customers to points of sale and physical locations while meeting their needs thanks to their Wi-Fi network.
Wi-Fi, an unprecedented growth accelerator that reaches qualified prospects
Shops, museums, stadiums, hotels,… do you know what your customers are doing when they come by? Simply favoring online channels without interacting with them when they are present in the store or at the physical location is a mistake.
Like the web, a Wi-Fi is a vector of intelligence that will allow the collection of qualified data on customers in real time to identify them, understand their behavior, the recurrence of their visits and their buying process.
Collected via social networks and the captive portal during authentication, this data is then analyzed and transformed into contextualized and hyper-targeted advertising content, sent directly to the mobile of ultra-connected and receptive consumers. A
supermarket will be able, by exploiting its Wi-Fi network, to influence the in-store journey to different departments to promote specific products or even to direct the more “thrifty” consumer towards products with a better quality-price ratio…
A cultural center or museum will be able to drastically reduce waiting times at checkouts and redirect its visitor flows to strategic or less visited areas. The Wi-Fi network offers a tremendous source of opportunities for the physical location, enriches the customer experience and develops a close relationship with users even long after they have left the location.
Proximity marketing Wi-Fi and GDPR, possible?
In the context of the new regulations on the protection of personal data, studies estimate that many consumers will potentially exercise their right to be forgotten, tired of inappropriate communications from companies that do not necessarily meet their needs. So is it possible to capitalize on Wi-Fi to create a new pact of trust with the consumer? The answer is yes but with a secure network that intelligently involves the people who want to connect to it.
Systematically pushing for the sharing of personal data to access the Wi-Fi network should no longer be the only possible option today. An anonymized connection can retain users who are very attentive to the rights over their personal data, while a connection encouraging the sharing of personal data will offer a richer and more engaging experience. What is certain is that the Wi-Fi network will promote a win-win relationship that will satisfy the expectations of both parties.
