It’s no secret that as consumers have become more comfortable with the internet and e-commerce, the way they shop has changed drastically. Forrester Research published that half of all purchases have an online component associated with them. From researching product reviews and asking the advice of social networks to doing price comparisons and checking for rebates, consumers have not only become more discerning but they have changed their methods of shopping. Gone are the days where shoppers made their purchasing decision solely in the store. Instead, they are doing it from home, work - or wherever they can access the internet.
Enter the smartphone! Shoppers can now complete the online component of their shopping anywhere, not just anywhere they have a computer or laptop. Providing guest Wi-Fi is an open invitation from the retailers to the consumers to seize the advantages of the online and the offline shopping experience. By offering free guest Wi-Fi, retailers enable consumers to do all their online research in the store, and also scrutinize and handle the product they are interested in. And nothing compares to the instant gratification of buying it in the store with the comfort that they have done their research and they are getting a good price. The price doesn’t have to be the same as lowest online price - it just has to be close enough to offset the additional value the consumer receives from buying their products within the store, such as taking the product home with them immediately as opposed to waiting, and having the ability to easily return the product to the physical store if they need to instead of shipping it back to the online retailer.
Retailers who embrace this new paradigm - accepting this new shopper experience and encouraging and enabling users of smartphones in their stores - have a lot to gain and can take back the momentum that the e-commerce retailers have won from them. This is my 2012 battle cry to all retailers: Open up that in-store WiFi! Make it easier for shoppers to use their smartphones, because they are going to use them, whether they’re in your store or not. Embrace this change and you have a chance to open up a powerful new retail channel.
Retailers who embrace this new paradigm - accepting this new shopper experience and encouraging and enabling users of smartphones in their stores - have a lot to gain and can take back the momentum that the e-commerce retailers have won from them. This is my 2012 battle cry to all retailers: Open up that in-store WiFi! Make it easier for shoppers to use their smartphones, because they are going to use them, whether they’re in your store or not. Embrace this change and you have a chance to open up a powerful new retail channel.
If you are in retail, any reasons why you wouldn't want shoppers connected to your store WiFi?
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