Use Wi-Fi & Digital Marketing to Increase Customer Loyalty and Sales

Use Wi-Fi & Digital Marketing to Increase Customer Loyalty and Sales

When it comes to retail and ecommerce customers, it really is a mobile first world. So how do you ensure your business in on the mark with the latest technologies and marketing trends to harness your audience? There are many ways to capture audience attention, engage them in the right way, and create lasting relationships with your brand. Here are a few emerging trends you may want to try out. Reach your customers and give them something special that your competitors don’t offer.

Give Wi-Fi a try

It doesn’t matter if you serve pints or piccolos, furniture or food – offering your customers in store Wi-Fi is a winner for several reasons:

  • It’s added value, pure and simple. You’re giving a potential customer something for nothing, and it makes them feel good.
  • Orders are often placed online to be collected or paid for in store. Free Wi-Fi enables this transaction, without the frustration caused by a digital disconnect – nobody likes to see the dreaded no signal symbol.

  • How many times have you walked into a store and been approached by a staff member with a hard sell?  Because of our experiences with pushy sales people, we cringe at the sight of a staff member making a beeline toward us. A helpful customer service team is very important, but for many, this means helpful and detailed product descriptions, easily navigable mobile sites, and price information. Offering the online version of your store to connected users – even whilst they’re in store, can be surprisingly helpful for a would-be customer.
  • Your customer may have researched your store online and saved Pinterest pictures or similar products on their phone or tablet. If they can’t retrieve their research in store, they may give up on the purchase. Offering free Wi-Fi ensures you never lose that potential sale.
  • When someone connects to your in store Wi-Fi, setup a login page that requires them to leave their email address and post code instead of putting in a password. You can follow this up with email marketing such as a feedback form, voucher code for their next purchase or newsletter sign up. Keep the conversation going and invite them back. Data like this is gold dust.

You pay for your Wi-Fi every month, but you could be using it more efficiently to gather vital data, and increase sales. Make that money work for you and get the most from the service.

Location, location, invitation

With so much foot traffic and distractions, it’s easy to walk by a store that would otherwise have been of interest. Brands are now able to send advertising via mobile to interested customers by tracking the phone signal when searching for Wi-Fi.

  • Approach this kind of digital marketing with caution and consideration.  Location tracking isn’t for every retailer, and it’s definitely not for every customer – but that’s no reason to dismiss it. Tracking beacons are one way to reach out to your customers when they’re approaching your door step.
  • Do your research and make sure you’re only using brand safe technologies that are approved, and that don’t collect other information such as facial recognition, without the user’s permission. Offer an opt-out or further information for these types of services, or risk facing the wrath of an unhappy passerby.
  • When implemented in the right way, for the right reasons, tracking can benefit the customer, and help them find exactly what they’re looking for.

Come on get appy

Earn loyalty that counts from customers who return by using digital marketing to engage, and gratify.

There are some great new apps on the market that can help you engage your customers and improve your relationship with them. Everyone wants to feel special, so offering loyal customers rewards when they shop, or when they act as brand advocates via social media, is a great way of increasing your customer base.

Australian owned Stamp Me enables in-depth insights into the behavior of your customer.             

The simple app works on the premise of the traditional loyalty ‘stamp’ card. But it’s mobile.  Customers get a stamp on their app when making purchases, get added perks like ‘birthday club’, are invited to like your brand on social media, leave reviews, and sign up to other offers.

The app lets you build a customer database through which you can communicate and integrate with hundreds of other business apps for a streamlined customer retention, and growth strategy. Tailor your customers’ experience by learning from real behaviors.

Find out more about the most popular mobile loyalty apps in econsultancy’s ‘The five most interesting mobile loyalty apps.

Encourage purchases in store, at home, or on the move

It’s all about providing options. Knowing your customer is key to identifying the best way to market to them. If your customers enjoy browsing and making purchases from the comfort of the home, in their pyjamas with a roaring fire – you need to bring your store to them, to enable the continuity of that comfort.

If they make purchasing decisions after a long stressful day – on their mobile – during the commute home, you need to be with them on that journey.

This doesn’t mean you have to give up on the high street, it means you adapt, you integrate smarter business models, and give the customer what they want. Even for a small cash-strapped entrepreneur, there are loads of online store options. Go for a modern platform that offers out-of-the-box mobile solutions.

shopify shopping cart

Shopify’s mobile offering factors in modern ecommerce by offering merchants the ability to manage their stores completely hands-free and on-the-go – mobile isn’t just for customers!

Use your online platform to tell your brand story with blogs, brand ambassadors and features. We like this simple, beautiful page from JM & Sons that makes use of on trend imagery, simple design and intriguing content.

JM&Sons ecommerce site

Encourage customer loyalty through digital technology

In cities all over the world, we are seeing emerging technologies, enabling new ways to shop. No other area has evolved as steadfastly in this respect, than fashion. In London, New York, Melbourne and Berlin – we’re beginning to see VR adopted in store.

Virtual mannequins

TeamLab have created the virtual experience in store. Simply take an item of clothing off the rack and automatically see it modeled on screen. Visualizing what the clothing would look on the individual is yet another step, and something that will no doubt be available in stores in the coming years as VR improves at breakneck speed.

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Scan and pay

UK supermarket giant, Tesco, has been offering ‘scan as you shop’ technology since 2010, but it was only a matter of time before this relatively basic idea was taken further.

Zapper is an app designed for the hospitality industry, and helps customers pay for their bill quickly and easily, while also earning rewards. Restaurants can be bustling environments, and getting a waiter’s attention and time, right when you want to leave, is sometimes unfeasible.

Offering your customers other payment options, that also collect insightful data, is a digital trend set to take off. Think about how easy it is to pay for fuel at the pump without having to visit the kiosk – it’s this kind of technology that really improves a customer’s experience, and brand relationship with you.

Get personal

Don’t allow the immersive digital experience to be tarnished by forgetting the element of personal contact.

Whilst in store screens that allow you to browse digitally and search for the perfect size, color or cut – or compare products – are a very close reality. Allowing someone to try a product before they buy, is an important personal touch, conversing with them is an even simpler one – and you can do it digitally.

You have a customer in your store – whether online, or in the mall, so you’re already doing something right. Once you’ve engaged your audience with shiny digital tools and engagement apps –  talk to them. Make your customer feel special. Look them in the eye, or fire off a thank you email. Say thanks for coming, we look forward to seeing you again soon.  

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In store Wi-Fi and app engagement, VR, online point of sale and in depth customer targeting are new ideas for many retailers. Some of these technologies may seem right for your business – or you may know straight off the bat they won’t work for your customer. Not all solutions will be right, choose the best for your customers to streamline your sales. Tried any similar digital marketing technologies on the market? Let us know if they’ve worked for you in the comments below.

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