This year’s holiday season is well underway. With Black Friday and the shopping season right around the corner, one thing is for sure. There will be millions of retail shoppers and restaurant-goers who are ready to spend a great deal of money.
According to the National Retail Federation®, the world's largest retail trade association, “Consumers plan to spend a total of $1,048 on average. Of this amount, over 20% will be spent on non-gift holiday purchases such as food.”
For restaurant and retail store owners, it’s “make it or break it” time. This means staying top-of-mind in this spending frenzy to help guarantee a slice of the pie.
Content marketing is a great way to make this happen, and those who utilize a WiFi analytics and marketing platform have a strong advantage over those who don’t.
WiFi Analytics for Content Marketing
The best content marketing campaigns are built around accurate, thorough data. Using WiFi analytics gives you access to precisely the kind of data you’ll need. Not only does this type of platform make it quick and easy to implement marketing ideas and measure the ROI of every campaign, it allows you to passively collect customer emails, profile data and detailed behavior metrics.
By understanding and using these metrics effectively, you’ll have the data required to help you develop marketing campaigns for every step of your customer journey, from attraction and acquisition, through building customer value, to retaining your best customers indefinitely.
Here are just a few examples of how you can use WiFi analytics to help create and monitor specific marketing campaigns.
Bringing In New Customers
Let’s say that your goal for this campaign is to increase overall new customer acquisition by 20% compared to last year's holiday season. If you saw 100 first-time customers last year, your goal would be to see 120 first time customers by the end of this year's holiday season.
Your strategy to achieve this goal would possibly be to create more awareness in your local area and provide promotions to generate incentive. This could be done by implementing tactics such as:
- Applying online locally-targeted advertising
- Purchasing advertising in a local newspaper or flyer
- Offering a special discount for the next 30 days
With a WiFi analytics platform, you’ll be able to easily see your increase or decrease in first-time visitors over the course of the 30-day period. Without a WiFi analytics platform, you’d simply be guessing.
Getting New Customers To Come Back
Now that you have new customers coming through the door, let’s say that your goal now is to increase new customer return rate by 20% in the next 30 days. If you are currently seeing 100 first-time customers returning every month, your goal would be to see 120 first time customers return by the end of the 30-day campaign.
Your strategy to achieve this goal would possibly be to simply give first-time customers the incentive to return to your store again. This could be done by implementing tactics such as:
- Providing first-time visitors with a coupon for their next visit, valid for 30 days.
- Creating a triggered “upon registration” WiFi marketing campaign.
- Send an informational or entertaining email to all new customers who logged into WiFi.
- Training customer service/staff to identify and engage with first-time visitors.
With your WiFi analytics platform, you can easily see an increase or decrease in first-time visitor return rates based on the date span you choose. This will give you great view into how much loyalty you are building with new customers.
Intice Churning Customers To Come Back
You can also use a WiFi analytics and marketing platform to help save your churning customers, providing an increased stream of revenue for your business. Let’s say you’ve noticed that customers have been churning lately. This campaign will be aimed at decreasing your average customer churn rate.
Your goal will be to decrease customer churn rate by 10% within 60 days. Your strategy will be to give customers an incentive to come back and continue visiting your establishment. This could be done by implementing tactics such as:
- Offering a discount or free item for every x number of visits.
- Providing regular, reasonably-priced specials that are not typically on your menu/product list.
- Training staff to focus on exceptional customer service and to encourage repeat visits.
- Providing signage about your loyalty program.
Again, with a WiFi analytics and marketing platform, you will be able to monitor your churn rate daily with a simple check of your analytics dashboard.
Bring Customers In For The Holiday
And finally, let’s take a look at how WiFi analytics can help you bring in more foot traffic on a specific day, such as Black Friday. Your goal would possibly be to increase foot traffic by at least 20% on the day of the holiday, and your strategy may be to give customers incentive to visit your establishment on that specific day.
This might be done by implementing tactics such as:
- Sending out an engaging email to your list of contacts with an incentive to visit on the holiday.
- Offering a special on the day of the holiday.
- Displaying signage about the holiday special, letting them know you’re open, and ask staff to remind customers leading up to the holiday.
- Advertising your hours and specials on- or offline.
Until recently, brick-and-mortar locations have been at a customer data disadvantage when compared to ecommerce businesses. With WiFi analytics and marketing tools, physical locations can gather accurate, real-time data on their actual customer base and use it for effective, measurable content marketing campaigns.
This means one thing – no more guessing!
Now you can ideate and build marketing campaigns that you can measure precisely, allowing for robust and profitable marketing actions. You’ll be able to accurately measure results, and duplicate and optimize your successful campaigns. And if they do not perform as well as you expect, you can easily adjust your tactics and watch the results in real-time.
It’s time to start using real-time, in-store WiFi analytics to uncover hidden marketing opportunities and areas where improvement is just waiting to be discovered. To take a deeper look at what WiFi analytics can do for you and your business, download the WiFi Marketing Guide below, or visit our home page.