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BizReport : Ecommerce archives : October 18, 2013

Retailers must enhance in-store experience and embrace free Wi-Fi

Wi-Fi can be used to enhance the in-store experience for mobile users and, according to new research released by digital marketing agency Acquity Group, consumers feel more confident making big purchases when in-store Wi-Fi is available.

by Helen Leggatt

Some retailers are trying to ignore the growing trend of in-store mobile use by their customers. However, surveys have shown that this behavior is on the increase and the onus is on retailers to harness the trend and turn it to their advantage.

In-store prompts such as QR Codes, mobile coupons or speedy mobile checkouts, all help to engage in-store customers who are increasingly using mobile devices to compare prices, check out product reviews and search for detailed product information.

By providing in-store Wi-Fi retailers ensure that mobile users aren't frustrated by dodgy connections, and can fully interact with their device.

Furthermore, recent research from Acquity Group found that consumers feel more confident making a major purchase when free in-store Wi-Fi is available. In particular, half of the 1,500 smartphone owners surveyed for the research said they would feel more confident making a major purchase with the ability to research in-store. Three in 10 would be more likely to browse additional items not on their list if Wi-Fi was available and 20% would spend longer in-store.

In addition, 20% of respondents would, if free in-store Wi-Fi were available, download the store's app and another 20% would visit the store's mobile website or app for store navigation.

180px-AcquityGroup_logo.jpg"Retailers are looking for ways to increase in-store sales, while also pushing online spend in an age of showrooming, but several are eliminating some of the best opportunities to drive a greater amount of in-store revenue," said Chip Knicker, vice president of eCommerce at Acquity Group. "In-store Wi-Fi not only allows retailers to keep consumers in store longer, making them more likely to purchase, but also helps tie in the consistent user experience across channels that today's consumers expect."

Image via Shutterstock

Tags: in-store, mobile trends, retail, Wi-Fi

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