How to Reap the Benefits of In-Store WiFi

However, the real shocker was discovering that 61 percent of retailers aren't using WiFi to "connect" with shoppers. All of the financial benefits and increased sales revenues were based on using WiFi to enable guest internet access and untethered store associates.

What can retailers do to capture this revenue? First, keep the ultimate goals in mind. From a marketing standpoint, strive to make WiFi a customer touchpoint for loyalty programs, special promotional offers and a means to uncover usage analytics through social media. Combining cloud-based WiFi platforms with social media allows retailers to capture dwell time, site visit and demographic data that can be leveraged to drive adoption of loyalty programs. This technology can then accelerate the shift from marketing on a "one to many" to a "one to one" basis.