With the evolution of personal technology and a decade characterised by huge growth in digital dependency – in 2018, 78% of adults owned a smartphone, up from just 17% in 2008* -  it is well-documented that our growing existence in the online world has been one of the key contributing factors to the challenges now facing retailers. With potential customers now having access to the ease and convenience of online shopping at their fingertips, footfall on the high street has suffered and consumers continue to turn away from bricks and mortar businesses. But can the technology which bears some responsibility for the struggles faced by the high street in turn help operators drive customers back into physical locations? Can the high street use it to their advantage? 

One of the major advantages that online businesses have historically had over their offline counterparts is the ability to collect and utilise the rich customer data which comes organically with an online purchase. Online retailers are able to see the products their customers have browsed, build up a detailed picture of their historical purchasing behaviour, as well as have access to deep insight into their customer demographic – age, geography, gender etc. Whilst loyalty schemes have filled some of the gaps for the high street, there has remained a significant delta in the data available and the means by which to collect it. 

Turning threat into advantage

But with fast, secure and robust connectivity a hygiene factor for consumers both in and out of the home, fed by our digital dependency and the need for continuous connection, there exists a prime opportunity for high street retailers to use the technology that initially appears a threat, to their advantage. The majority of mid and large-scale retailers recognise the need to offer some form of guest wi-fi. But what if that wi-fi could in turn deliver back the kind of customer insight which offers such a springboard for online operators. Not only could retailers enhance the in-store experience, but at the same time access rich customer analytics and a powerful avenue for enhanced digital engagement with their customers. 

Using a simple social login for their wi-fi, high street retailers are not only able to capture demographic and contact information but can also gain a more in-depth view of their customers; what language they speak, their birthday, which brands they engage with, their likes and hobbies. The choice of login method can also offer valuable insight into how best to engage with their customers – if most people login using Facebook then clearly Facebook is a good bet for marketing spend. 

Customer insight and engagement

With smart wi-fi therefore comes a range of opportunities for the high street to get closer to its customers - to drive loyalty, return rates and spend. It offers retailers the chance to see who their customers are, and perhaps to use that profile information to identify their target cohort for new customers. It gives the capacity to reward loyalty or address lapsed customers. It creates an ability to push out tailored offers, using the customer’s preferred medium, and to track the success of those campaigns. Finally, for operators with an online presence, it offers an omni-channel customer view, allowing retailers to identify how customers engage with their brand cross-platform. 

In a world of continuous technological growth and digital dependency, adaptation is key. We know guest wi-fi is now a hygiene factor for enterprise operators, but the business building opportunities it also represents cannot be overlooked. By offering a robust guest wi-fi service, not only can retailers enhance the guest experience, but crucially they can open up access to rich customer insight. Smart guest wi-fi offers the opportunity for retailers to understand their customers at a level enjoyed by online operators, and the use that increased understanding to deliver meaningful and profitable customer engagement. 

Mel Munday
Business Development Director
BT WiFi

BT today launches their new wi-fi product, BT Engagement, which brings advanced customer insight and engagement capabilities to their suite of services. For more information on BT Wi-Fi for your business, please visit www.btwifi.com/business

*Source: Communications Market Report 2018, Ofcom