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18 December 2021
Hyperoptic Team

Take your customer Wi-Fi to the next level for the festive season

As we approach some of the busiest weeks of the year for the high street, it’s a crucial time to get ahead of the competition.

If you’re not yet offering your customers free Wi-Fi, you should in the run-up to Christmas.  And things are set to get busy early this year.

Here’s how to get more from your customer Wi-Fi this festive season.

Festive insight

This summer saw 24% higher global eCommerce sales – and this looks to build further during the peak shopping period and into 2022. Understanding your customers’ demographic and behaviours at a hyperbusy time for retail will allow you to develop products, marketing campaigns, and branding to take your business into the new year and beyond.

Having the resource to gather sufficient customer data to inform business practices can unfortunately be a luxury. Using free Wi-Fi correctly, especially at this time of year, can give you access to a host of high-value data. But how?

It’s become the norm to exchange our personal data for free Wi-Fi. In fact, 44% of people are happy to. When your customers look to connect to your Wi-Fi as they prepare for the festivities, you can ask that they enter their details by completing a quick form or simply linking their social media account.

When customers grant access to their social media profiles, you gain a wealth of information about them, including their contact details, name, location, age, and interests.

Customers today are looking for a consistent experience every time they interact with your brand. Positive in-person and virtual interactions make customer purchases and higher spend more likely. So, making shoppers’ lives easier along the way in the weeks to come – free of charge – will be the key to success.

Marketing opportunities

Free customer Wi-Fi provides a variety of opportunities for targeted advertising at low cost. As soon as someone connects to your Wi-Fi network, you have a direct line of communication with them. Enabling access to your Wi-Fi by asking customers to provide even just an email address and name is also an option. While this may give you less information than a linked social media account, you can still email your follow up with surveys and offers (if they agree to be contacted by you).

Targeted landing pages

The first way to take advantage of this marketing channel is through targeted landing pages. When a new user connects to your Wi-Fi, you can direct them to a specific landing page. This could be your website, a microsite, or one of your social media channels.

A targeted landing page gives you fantastic opportunities to advertise promotions, company news, and new campaigns. It can drive purchases and help consumers to make informed decisions about how, when, or why to visit you.

Opt-in marketing communications

The second marketing opportunity you have is through opt-in marketing communications. We all love finding a great offer, so ask your guests to opt-in to receive marketing communications when they sign up to use your Wi-Fi. This enables you to send regular news or updates about your business, as well as promotional offers to keep customers coming back for more.

You could always tie your festive promotional offer emails in with information about when your customer last visited your business. If their name hasn’t popped up for a while on your network, it can be worthwhile sending them an offer to entice them back.

Social media

One of the most powerful marketing tools today is social media. Creating a buzz about your business online can be a challenge, but it’s rewarding when done right.

Both targeted landing pages and opt-in marketing communications make it possible to ask your customer base to spread the word about your business on social media. Encouraging your Christmas shoppers to post about you in exchange for a discount or promotion is a great way of building brand awareness.

For example, when customers connect to your Wi-Fi and accept marketing communications in the coming weeks, you can set up an automatic email inviting them to tag your business on social media in exchange for entry into a Christmas-themed, and/or monthly, prize draw.

Better insight = better marketing opportunities

Free Wi-Fi allows you to build relationships with customers, inform them about your business, and appeal to them to keep coming back for more. Knowing what they’re interested in and how they behave has value. The more you know about your customers, the more personal you can make your approach.

Make the most of customer Wi-Fi with brilliant broadband

You can’t make the most of your free Wi-Fi offer if you don’t have great business broadband. Slow and difficult to use customer Wi-Fi risks frustrating your customer and giving them a less-than-ideal impression of your business.

Our hyperfast business broadband and rock-solid reliability will give your customers a consistent and positive experience.

It’s no wonder we’re officially better than BT, Sky, Virgin Media, and TalkTalk*.

Give us a call to chat about how we can take your customer Wi-Fi to a hyperfestive level.

*According to Which? Best Broadband 2021


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