Retail stores and Service locations offer a rich opportunity to add value to the customer relationship through Wifi access. Learn how to capture valuable data that can drive even better customer insights and service.

1. Improving Customer
Centricity through
Analytics
Huw Hopkin

2. Continuous circle of data
gathering and insight
development to improve
targeting
But first what to gather from
Customers in store or service
locations?

3. Level 1 – Cookie place but unknown
person.
Collect interests and possible other
media profile: female, age 30-39 US
SME etc
Level 2 – Registration matched to
cookie
Collect interests and attach name
and company details including
permission

4. Capture the
data
Data mining
for Insights
Campaign
personalizati
on
1. Define plan of data to
capture
2. Define capture points
3. Set capture mechanics
(cookies, forms)
1. Segment (Interest,
Role, Company Size)
2. Target (large,
profitable, reachable
groups who we have
messages for)
1. Load personalized file
for media/email
targeting with right
message

5. 73% of consumers prefer to do
business with brands that use personal
information to make their shopping
experiences more relevant
(Digital Trends)
86% of consumers say personalization
plays a role in their purchasing decisions
(Infosys)
For more personalization statistics
http://bit.ly/1DYJyr1
http://bit.ly/1bwDbGf

6. Personalized Emails improve Click
through rates by 14% and conversion
to registration by 10%
(Aberdeen Group)
Businesses personalising web pages are
seeing on average a 19% increase in
sales
(E-consultancy)
For more personalization statistics
http://bit.ly/1DYJyr1
http://bit.ly/1bwDbGf

7. What are the three most important sources of information
you use to help make buying decisions?
Source: Cisco IBSG
Therefore you need wifi
on site, quicker and
costs less for customer

8. People will spend more time in locations that offer
good/free and secure wifi

9. Aware Connect Capture
Step by Step

10. • Contest/Lucky draw entry
• Second screen for advice
• Free wifi access
• Amazing app download
• Gifts of goodies
• Find something – here or another store
Aware
Ask a friend if this suits
you via Whatsapp

11. • Anonymous person
with a mobile (mac
address)
• Who has a path of
interest through your
store
• But that’s as far as
it goes until…
• You see a way to
login and have a
reason
Some developments
•Dynamic mac addresses
from Apple
•Ibeacon (optin)
• Hotspots
• Historical recognition
• Congestion/Flow
• Efficiency/staffing/display
• But there has
to be a
reason…

12. Success
We now have an identity,
age, gender, name, details,
mobile, email
Issue the promo code for
use during check out
Promo Code
232425
But wait…one more challenge remains – connecting
digital identity to the transaction at check out
Or
What’s your mobile
so we can let you
know about
promotions
Ask for mobile or email
during check out to match
to digital profile
Customer logs in with mobile
device and gets cookied

13. Personal
profile
Transaction
History
Shopping
profile
Value Frequency
Recency
Footpath
Lifestage
Products
Digital Profile
Frequency
Recency
Site visits
Location/Geo Interests

14. 6. Call an assistant
7. Find stock availability on the spot –
scan the barcode of related item
8. Reserve an item
9. Compare options
10. Create a wish list/shopping lists
1. Acquisition of new 'look-a-like'
customers
2. Deliver profile appropriate offers –
digital coupons/promo code
3. Personalized recommendations
via email/whatsapp
4. Informercial - survey with
comparative reward “Find your
style…?”
5. Trigger digital signage to change
with proximity

15. Lifestage Lifestyle
Recency,
Frequency and
Value
Determined by registration
profile & basket
Determined by basket
of products
Determined by time
and spend

16. • Pet food is high margin
• Targeted promotion of social
pages to Pet food buying
customers
• Special offers to cross-sell -
more uptake
• Offers sponsored by
manufacturers
• Improved uptake

17. Give
rewards/promotions
Yes but… Real value is the insight
from tracking
Cost Value of Insight
To be Successful
Less than..

18. • Journey to hyper-relevance stats with data capture
• View from the industry – many are getting uplift in results therefore
impacting the bottom line
• How’s it all done
• Wifi is the beginning of the Customer Experience, insights lead to
discovery and very specific goals to change customer behaviour