Why keeping your shoppers connected pays dividendsWe live in a Wireless Nation. Staying connected is now nothing short of a necessity. The role mobile devices play in our lives has been completely transformed.

For retailers, our new research shows it pays to keep shoppers connected.

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A nation of opportunity Shoppers want to be connected more than ever before. This presents retailers with an opportunity and a risk.

Over half enjoy their visit more

31% are more likely to recommend you

1 in 3 will stay longer

46% are more likely to visit again

1 in 5 will spend more

A BETTER EXPERIENCE

MORE BRAND ADVOCACY

INCREASED DWELL TIME

IMPROVED LOYALTY

GREATER REVENUE POTENTIAL

ONE ONE

ONE

ONE

ONE

Opportunity Connecting your shoppers can pay you back. And give you additional insights into their behaviour.

Risk Customers are increasingly fickle. Over 1 in 4 have left a premises due to bad connectivity.

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We live in a wireless nation

An Internet connection is no longer a nice to have.

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of people say it’s ‘critical’ or ‘important’ to be able to connect to the Internet when outside the home or office, rising to 70% of those aged 31-40 years and 59% of people aged 41–50 years.53%

The new shopping companion in their hand Today our mobile devices serve a number of different roles, more than simply a means of communication.

How we use our mobile devices:

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KEEPING IN TOUCH WITH OTHERS

81%

RELIEVING BOREDOM

56%

GETTING A SECOND OPINION FOR A PURCHASE

37%

GETTING INFORMATION

81%

LOCATING THINGS FASTER

59%

The implications for retailers are significantWe’re using connected devices as shopping companions – helping us determine where best to spend our time and our hard-earned cash. They’re making us more informed, expectant and discerning than ever before. And they’re making us more selective about where we shop and how we spend our money. Some 37%of shoppers now use their mobile device to get a second opinion before they buy.

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We’re going online everywhere we go Our desire to be connected wherever we are – including when we’re visiting shops, cafés and restaurants is on the increase. We’re connecting more often than a year ago, in every type of business premises.

More

Supermarket DepartmentStore

High Street Café Hotel Rail Station

AirportPub/Restaurant

Less

NET

22%

+14% +14% +12% +24% +28% +27% +20% +22%

8% 8%8% 8%9% 7% 7% 7%

22% 21%31% 35% 34% 28% 30%

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Retailers are failing to satisfy our growing connectivity habit Hotel, cafés, pubs and restaurants are leading the way as places where people connect ‘every’ or ‘most’ times they visit. Retailers have been slower to adopt.

According to a recent Internet Advertising Bureau mobile retail audit, only 14% of the top 50 retailers have WiFi in-store.

Brands therefore have a choice, proactively embrace the mobile movement, or leave them to their own devices and risk them going elsewhere.

Hotel

49%Rail station

30%Airport

35%

Pub/restaurant

34%

High street shop

12%Supermarket

11%Department store

10%

Cafés

35% Travel Social Shopping

Percent trying to connectto the Internet using a mobile device when in…

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We go online… to buy offline Regardless of the business you’re in, the lines between offline and online on the path to purchase are becoming increasingly blurred.

of people check prices using their mobile device while on a business’s premises

have bought online

research products

want to be able to check stock levels, table or room availability on their mobile

look at product reviews

49% 44% 35%

30% 45%

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Staying connected means staying on top of the jobOur study shows that for nearly one in three people there’s no escape from work while they’re out and about.

CHECK EMAIL

75%USE SOCIAL MEDIA FOR WORK

19%USE VIDEO CALLING

17%USE INSTANT MESSAGING

10%

We’re a nation of social shoppersIncreasingly brands need to listen and engage with customers online.

The fact is 58% of customers have used social media on a business’ premises. That figure rises to 88% of 18-30 year olds. Women are also more likely than men to be liking, sharing and tweeting when they’re visiting your business – with 67% active versus 46% of men.

It’s now critical to deliver a consistently good experience. Happy customers can readily spread the word. But equally, the disgruntled can share poor experiences far and wide.

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Quality is importantMany retail premises are still providing a poor experience – and that affects business. More than half of the people in our study said they regularly experience issues trying to connects to the Internet when out of the home or workplace.

In fact, 28% of customers have left a business’s premises because they couldn’t connect to the Internet – rising to 37% of 18-30 year olds.

WOULD THINK TWICE ABOUT COMING BACK

WOULD HURRY TO LEAVE AS SOON AS POSSIBLE

WOULD EVEN TELL OTHERS NOT TO GO THERE

1 4in 1 4in 7%

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Fail to connect and you’ll lose out When it comes to connectivity, some businesses perform better than others.

Unfortunately, it’s retailers that are falling behind; hotels, pubs/restaurants, cafés, railway stations and airports were seen as giving a good connection.

Whereas retailers were more likely to be providing a poor connection, with only around 6% of customers believing the connection they get to be excellent.

Customers rating the quality of the Internet connection as ‘poor’ or ‘very poor’:

High street shop

19%Supermarket

24%Department store

22%

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We want hassle-free WiFi and we want it nowThe message coming from customers is strong. Businesses that don’t currently provide WiFi services should think seriously about offering or or risk losing out to their rivals.

62% of customers have concerns about the security of WiFi services

Over half of customers are concerned about the cost

48% of customers would prefer to be connected via WiFi provided by your business

45% think it’s a hassle logging in

MAKE IT SECURE MAKE IT FREE (OR LOW COST)

MAKE IT YOUR OWN

MAKE IT EASY

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To charge or not to charge for WiFi services?While there’s good news for hoteliers that one in four customers is willing to pay for WiFi, unfortunately, the vast majority of shoppers expect free access.

However, businesses shouldn’t view WiFi services as a cost, but as an essential part of the experience they provide in-store.

People willing to pay for WiFi for personal use while visiting:

High street shop

6%Supermarket

7%Department store

6%

Engaging shoppers with targeted messagesIf you’re experimenting with micro-targeting – running geo-targeted campaigns – a growing number of customers are eager to be engaged They believe it will enhance their experience on your premises.

What this means for business

• Increase engagement and revenue for your business • Video advertising to customers pre-WiFi login creates awareness

of promotions• Branded landing pages offer new sponsorship opportunities

for partner brands• Enrich customers’ in-store experience of your mobile apps,

including loyalty apps

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Download the full report

About ArqivaArqiva, the communications infrastructure and media services company, operates at the heart of the broadcast, satellite, mobile communications and WiFi markets.

Some of the busiest and best loved brands in the UK trust us to deliver seamless WiFi connectivity including Premier Inn, Travelodge, British Airways, Enterprise Inns and almost every airport in the UK. We are experts in the travel, hospitality and retail sectors, with a network spanning over 4,500 public locations including city centres, hotels, restaurants, shopping centres, airports, airline lounges, motorway service stations and other premium, high-footfall sites.

www.arqiva.com/wifi

ConnectInterested in learning more about how you can connect more with your customers? Call us to discuss or request a one-to-one briefing for you and your team.

Email wifi@arqiva.com

Phone Emily Almond 0330 303 2655

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