Wifi isn't a luxury anymore – it's often an expectation. For small and medium-sized businesses (SMEs), offering free wifi to customers can be a surprisingly powerful tool, boosting customer satisfaction, driving engagement, and even providing valuable insights. Let's explore the benefits and the different ways you can offer this valuable amenity.
Why Offer Free wifi? The Benefits are Real:
- Enhanced Customer Experience: Providing free wifi can significantly improve the overall customer experience. While waiting for a service, browsing your products, or simply taking a break, customers can stay connected, entertained, and productive. This small gesture can lead to increased satisfaction and positive associations with your brand.
- Increased Dwell Time: When customers have access to free wifi, they are more likely to linger longer in your establishment. This extended dwell time creates more opportunities for them to browse your offerings, make impulse purchases, or simply feel more relaxed and comfortable, encouraging repeat visits.
- Valuable Marketing Opportunities: A well-implemented free wifi system can be a gateway to marketing. You can set up captive portals that require customers to agree to terms and conditions, potentially capturing email addresses for newsletters or showcasing promotions before granting access.
- Competitive Advantage: In a competitive marketplace, offering free wifi can set you apart from businesses that don't. It can be a deciding factor for customers choosing between similar establishments.
- Gathering Customer Insights (with caution): Depending on the system you implement, you might be able to gather anonymised data about peak usage times and general user behaviour, providing insights into customer traffic patterns. However, always prioritise customer privacy and comply with data protection regulations.
Decoding the wifi Options:
Not all free wifi is created equal. Let's break down the different ways you can offer free wifi and the various technical methods to enable that connectivity.
Types of Free wifi Use Cases (Who is it for?):
- Customer Free wifi: This type of wifi is specifically intended for individuals who are actively engaging with your business as customers. This could be someone browsing your store, waiting for a service, or dining at your establishment. The primary goal is to enhance their on-site experience and make their time with you more convenient and enjoyable.
- Guest Visitor wifi: This option caters to individuals who might be visiting your premises for a short period but are not necessarily direct customers at that moment. This could include delivery drivers, contractors, or individuals accompanying customers. Providing guest wifi offers a courtesy and can help manage network access separately from your internal business needs.
Types of wifi Connectivity (How is it provided?):
- Open wifi: This is the most straightforward method, where users can connect to your wifi network without any password or authentication. The network is openly broadcast and accessible to anyone within range. While easy to implement, it poses security risks for both your business and your customers. It's generally not recommended for business use due to potential vulnerabilities.
- Password Protected wifi: This method involves securing your wifi network with a password. Customers or guests need to obtain this password (usually provided by staff) to gain access to the internet. This offers a basic level of control over who is using your network.
- Captive Portal wifi: This is a more advanced connectivity method. When a user connects to the wifi network, they are automatically redirected to a specific web page (the captive portal) before they can access the internet. This portal can require users to agree to terms and conditions, enter a password, provide contact information (like an email address), or even view promotional content before granting access. This method offers enhanced security, branding opportunities, and potential for data collection (with user consent).
Case Study: Auto Maven 4x4 Connects with Customers
Meet Auto Maven 4x4, a car dealership in Tullamarine, VIC, specialising in rugged four-wheel-drive vehicles. Recognising that purchasing a vehicle can involve time and often the whole family, co-owner Alex decided to invest in providing free wifi for visiting customers. They opted for a captive portal setup, secured with a password to grant customers access as they arrive.
The impact has been noticeable. Customers waiting for paperwork or browsing the latest models can easily stay connected. Parents appreciate the ability to keep their children entertained while they discuss their needs with the sales team.
"Whether it's just a small customer convenience, or a necessity to get our customers' kids online while we talk to mum and dad, we decided it was a small investment for us that just makes the customer experience that much better," says Alex. "We've noticed customers seem more relaxed and comfortable during their visit, and that's exactly the kind of welcoming atmosphere we want to create at Auto Maven 4x4."
By offering this simple amenity, Auto Maven 4x4 has enhanced its customer service, created a more comfortable environment, and subtly reinforced its commitment to customer satisfaction.
The wifi network for customers is isolated from the business network and security configuration is applied to prevent access to harmful sites.
(above) The simple captive portal presented to customers accessing Auto Maven's guest wifi network.
Making Free wifi Work for Your SME:
Implementing free wifi doesn't have to break the bank. Here are a few key considerations:
- Assess Your Needs: Determine the level of security and features you require. A simple password-protected network might suffice for a small cafe, while a retail store might benefit from a captive portal for marketing purposes.
- Choose the Right Hardware: Invest in a reliable router that can handle the expected number of users. Consider the size of your premises and ensure adequate coverage.
- Prioritise Security: Implement strong passwords, consider a separate guest network to protect your internal systems, and regularly update your router's firmware. For captive portals, ensure robust security measures are in place.
- Clearly Communicate Access: Make it easy for customers to connect by displaying clear signage with the wifi network name and password (if applicable).
- Consider Bandwidth: Ensure your internet plan has sufficient bandwidth to accommodate guest usage without significantly impacting your business operations.
The Bottom Line:
Providing free wifi is no longer just a perk; it's becoming an expected service. For SMEs like Auto Maven 4x4, it's a relatively small investment that can yield significant returns in terms of customer satisfaction, engagement, and ultimately, business growth. By carefully considering the different types of wifi and implementing a secure and user-friendly system, you can power up your business and create a more connected and satisfied customer base.
A big thank you to the team at Auto Maven 4x4 for allowing us to share details of their install. You can find them here at automaven4x4.com.au.
Remember, if you need to get your customers online, you can always reach out to AFSecure for help.