Wi-Fi location analytics (LBS) systems allows customers to connect through on-site Wi-Fi and opens a direct channel of communication that enables retail centres and alike to better understand and deliver what customers want. Whether this is to look at the location analytics for dwell time and footfall or to push marketing based on location and user behaviour.
When retailers more effectively engage customers, they can:
- Increase loyalty of existing customers, reduce cost of acquiring new customers, and extend the relationship with current customers
- Provide a more attractive relationship with new customers by providing them with a personalised experience not available through competitors
- Increase point-of-sale opportunities by providing key information at critical decision points in the purchase process
- Reduce potential for show rooming by co-opting perceived online pricing advantage while the customer is within a location
- Increase customer satisfaction by helping them make a decision more aligned with their needs
By better understand how customers actually behave while on site, Wi-Fi location services helps maximization and use of any floor plan. With this improved insight, retailers can:
- Determine the most trafficked location to position or price products or services
- Adjust venue layout to optimise traffic flow in periods of high use
- Adjust venue layout to place goods or services along most used pathways
- Staff service locations to accommodate customer flows and time of day
- Evaluate impact of floor plan adjustments
The use of location-based services (LBS) in mobile marketing has exploded. For a retailer, knowing when its best customers are nearby — and simultaneously being able to reach out and invite them into its stores with a message or promotional offer — might seem like the ultimate marketing dream come true.
And, when done right, it can be.
LBS technologies, in their simplest form, provide the ability to track someone’s exact location through his mobile device. There are several variations on the technology and the process, but in general, LBS allows retailers to “find” customers when they come near the stores and deliver a targeted sales message, usually in the form of a text message that most phones today, from a basic feature phone to the most advanced smartphone, can send and receive.
In general, customers engage retail LBS via a mobile application (app). Customers download the app and then access all of the data and benefits through the app’s interface.