Earlier this month, I shared my surprise that more retail stores don’t offer Wi-Fi. My post explained why marketers and store managers should care about offering Wi-Fi. Now, I want to discuss some of the many ways retailers can use that Wi-Fi to provide a better experience for the customer walking around your store, phone in hand.
Let’s start with the person who’s just entered and may be far – literally and figuratively – from the actual point of purchase. As we know, retail is no longer just about getting store traffic from door to “cash register” (itself a waning term if I’ve ever heard one). Here are some ideas for in-store engagement along the way, each one a compelling incentive for customers to log onto Wi-Fi and carrying value for retailers:
- Store check-in – If someone’s a VIP in your loyalty program and wants to be treated like one, don’t you want to know as soon as she arrives so you can make a point of greeting her?
- Online assortment and information – Use signage to let visitors know you have more product or customer reviews online
- Services reservations – She’s already in your store so now’s the time for her to book free services like make-up touch-ups or personal shopping, or something more intensive like a spa service
- Queue management – A valuable visitor shouldn’t spend time on a fitting room or BOPUS line when she could reserve her place and keep browsing
- Summonsing help – Don’t make her tip-toe out of the fitting room shyly or co-opt one of your ladders to reach a high shelf; let her request service when she doesn’t see anyone
- Shopping soundtrack – Speaking of fitting rooms, let the customer add some ambiance while she tries on clothes by accessing play lists you’ve made for this purpose
- Exploring deals – What’s new in store that you want to promote today, or what’s remaining that you want to sell through?
- Gifts – Offer free samples or a gift with purchase if the customer unlocks a code
- …Share the gift – Tell her she can send a code, maybe for BOGO coffee, to a nearby friend who will come join her in the store
- Photo filters – Create photo-enhancers to be used in-store that are made for social sharing
- Contests – Select a winner every 30 minutes and keep the contest hopeful browsing until then
Ideally, this visitor’s found something to buy and is headed to the POS. On her way there, Wi-Fi can allow:
- Loyalty program sign-up – No need for a pen and paper application anymore, and the bonus of signing up via Wi-Fi is quick-syncing to your CRM database
- First-time buyer or repeat customer discount activation – A discount code is a powerful incentive for store visitors to open up Wi-Fi and provide their e-mail addresses; it’s also a boon for same-day store conversion
- Warranty registration – Again, no more pen, paper, and postage stamps needed
- Self-checkout – Skip the cashier interaction and allow checkout with just a phone, especially if security tags don’t need to be removed and a bag isn’t needed
The in-store Wi-Fi experience is just the beginning for both customers and retailers. Once store visitors have logged on, Euclid Connect gives retailers visibility into a complete picture of omnichannel customer data and how that store visit fits into the path to purchase over time. What follows is endless opportunity for better-personalized marketing.