Business owners often ask us why they should offer free WiFi to their customers. They see it as an expense and a distraction from their brand. However, this couldn’t be further from the truth.
WiFi is an asset to your business, regardless of your field or industry. It allows customers to better connect to your brand and can even directly influence their behavior. Free WiFi isn’t an expense; it’s an opportunity to grow your business and increase customer satisfaction.
Here are a few benefits of offering free WiFi to your customers and how you can make the most of this advertising tool.
Offering Free WiFi to Your Customers Makes Them Stay Longer
Businesses often bend over backward to get customers to linger in their stores. Whether a bar owner convinces guests to order another round or an automotive shop finds ways to increase customer patience while waiting, maintaining satisfied customers is key to your success.
Offering free WiFi to your customers is one way to tap into their patience and change their behavior for the better.
For example, more than 60% of businesses reported that customers spend more time lingering in their shops when free WiFi is offered. Not only that, but 50% of business owners said customers spend more as well.
When customers linger at your business, they are more likely to find things they want. They might add something to their meal (like another drink, coffee, or dessert) which is profitable to your brand, or they may increase their cart by adding impulse buys or deciding to splurge on extra items.
The increase in time spent at your store and sales go hand-in-hand. If your customers leave after a few moments, you won’t have time to really sell them on your brand.
Free WiFi Boosts Customer Retention Rates
Along with creating a positive experience the first time people engage with your brand, free customer WiFi can increase the odds that your new buyers become loyal fans.
Almost 80% of people say they are more likely to return to a place that offers free WiFi than one that doesn’t, according to Purple. Interestingly, one of the biggest challenges that business leaders face is promoting their WiFi options. At the time of the survey, 54% of people thought they automatically connected to a business that offered free WiFi, and 66% of people were confused about how to get online.
While your customers are more likely to return if you offer WiFi, you have to make it easy for them to access it.
Try promoting your WiFi through print or digital signage, and consider training your employees to help customers access it. Simply letting customers know that WiFi is available can increase Internet usage.
The good news is that most phones automatically connect to the WiFi if they have already logged-on in one location. Over time, you should be able to track the number of returning customers who access your WiFi and new customers who put in your password for the first time.
Free WiFi Makes Customers More Informed
While this data on customer WiFi usage is interesting, smart business owners will stop and think about why customers use their WiFi and how they can encourage them to use it in the store.
When asked why they use their mobile devices while shopping, customers provided clear insight into the shopping and buying processes:
- 40% of customers use their devices to look up coupons.
- 40% run price comparisons in-store to make sure they’re getting the best deal.
- 36% text, call, or chat with friends to get their opinions on your products.
- 35% look up online reviews.
By offering free WiFi, you’re giving each customer their own pocket salesperson. Customers who are on the fence can decide for certain whether or not their want your products. They can read positive reviews, see that you offer the best deal, and receive encouragement from friends.
This makes your store visitors more confident in the purchase process and makes them more likely to spend more when they’re shopping.
WiFi Is an Advertising Opportunity for Your Brand
Of course, you can’t just offer free WiFi and hope that customers stick around. While the benefits mentioned above are tangible, they’re only the tip of the iceberg for what this marketing tactic can do for your brand.
There are multiple ways you can advertise using free WiFi. The first option is to take advantage of landing pages when customers sign on. Starbucks and Panera are two great examples of this. After customers agree to their terms and conditions, they are redirected to a landing page that promotes their latest specials and new menu items. They might even offer exclusive discounts to WiFi users.
Consider testing various calls to action in your WiFi landing pages. Some options include:
- Asking customers to like your brand on Facebook or sign up for your email newsletter.
- Inviting customers to a special event later that week or month.
- Promoting various specials or items your customers could take advantage of.
- Updating customers on company news and any upcoming changes.
Your WiFi landing page can be a communication tool as well as a promotional outlet.
You can even create unique promotional codes to track the number of customers who actively engage with your WiFi marketing efforts.
The Return Is Worth the WiFi Investment
This article has highlighted how offering free WiFi can turn shoppers into buyers, buyers into loyal customers, and loyal customers into brand advocates. The return on your investment when purchasing WiFi for customers well outweighs the costs.
Not only is free WiFi affordable for most businesses, but it’s easy to set up and manage.
Spectrio’s interface makes it easy to change your password, update your landing pages, and add social media icons to increase overall engagement. You don’t need advanced IT experience or a high-level marketing degree to bring customers to your business.
If you’re considering offering free WiFi to your customers and want to test out your options, contact Spectrio today. We will set up a free consultation to learn about your business and its goals to make sure you’re making the best decisions possible for your brand. Soon, customers will be logging-on to your WiFi and spending more at your business. Get started with Wi-Fi Marketing.