Leveraging Guest WiFi in Shopping Centres

Mall Communications is pioneering a breakthrough use of WiFi in shopping centres to deliver promotions and services directly to the customer’s mobile phone. In partnership with Trust Systems, we can piggy-back on centres’ WiFi network (or install WiFi) providing a new channel for a whole host of offers, which benefits both the customer and centre management.

As a customer... Logging in just once, with no need for an App, the customer can access immediate discounts, coupons, easy wayfinding to stores, facilities and local area information, plus give feedback. With mobile phone ownership universal, it’s a strategic play that capitalizes on what is now second nature to today’s centre goers.

​For the centre itself, there are rich opportunities for revenue generation, with paid advertising from sponsors, tenants, and brands offering discounts via this platform. Moreover, the system affords access to a treasure trove of invaluable data from analytics, such as footfall, traffic flow, return and unique visitors. It can extend to demographics, dwell time or patterns of travel in the centre.

This enables the centre to understand customer behaviour more fully: Examine the impact of the centre layout, see where customers need more help, which devices they use, what they like/dislike and where improvements can be made.
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Article by mallcommunications.com