News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Sponge: Three-quarters of major U.K. retailers lack free in-store wi-fi
In the U.K., demand for free wi-fi is high and millions of people use the service in stores, cafes, restaurants and bars every week. However, according to a new survey from mobile marketing agency Sponge, three-quarters of the country's major retailers do not offer free wi-fi.
When Sponge surveyed 117 retailers with multiple stores in central London, they found that a whopping 76% did not offer free in-store wi-fi.
An efficient wi-fi set-up has benefits for both shoppers and stores alike. Requiring registration before wi-fi use enables the collection of customer data and the immediate dissemination of engaging content or promotions. In return, shoppers have free mobile access and deeper in-store and brand engagement.
Sponge's findings reveal that, while some retailers including Warehouse and John Lewis offer a winning experience with minimal registration requirements, subtle advertising and a strong wi-fi signal, others aren't leveraging the technology to its full potential. Many retailers aren't effectively communication to store visitors that wi-fi is available, while others fail to collect even the most minimal of customer data for registration, relying simply on a Terms and Conditions agreement.
"There's an increasing amount of evidence that wi-fi is becoming an important part of the omni-channel service proposition for retailers," said Dan Parker, CEO of Sponge. "It creates rich marketing opportunities, but hardly any are offering wi-fi and even less are telling customers and benefiting from its full potential. Encouraging people to register when they're in-store opens up a huge opportunity to offer something of value, increase shopper loyalty and repeat custom."
- Brands: How to better use reviews for your business
- How to keep customers loyal through the holidays
- 50% of Millennials will do most of their holiday shopping on Black Friday, Cyber Monday
- Consumers expect shopping experience to be revolutionized by wearable tech
- Highest online parcel volume recorded in October 2015
- How to convince wary app users to share location data
- How to protect against fake reviews
- 3 IT trends to watch in 2016
Featured White Papers
- Statistics for Online Experiments: How to Think and Act Like a Statistician
Statistics are the underpinning of how Optimizely's customers use data to make decisions. To run great experiments, investing in an...
- Lean Content Marketing
Content is king. If you're a modern marketer, you know why--it is the fuel for your lead generation and nurturing...