As much as we hate to admit it, we’re creatures of habit. So when we suddenly find ourselves in a restaurant, and unthinkably alone, with time to kill, what do we do? We reach for our smartphones and tablets, just as we would in the privacy of our homes. However, that’s usually where the similarities end; at home or in the office, we have access to uninterrupted Wi-Fi. When we’re out, we rely on flaky public Wi-Fi, or worse – our expensive mobile data allowance.
But there’s an alternative; in fact, a utopian alternative for customers needing/wanting to browse the web. For restaurants offering free guest Wi-Fi, the value can be immeasurable, providing competitive advantage with regards to tracking customer behaviour and delivering personalised content.
If you’re not convinced, here are five reasons why we think every restaurant should consider implementing high performing guest Wi-Fi.
- Increase customer satisfaction: Guest Wi-Fi gets customers connected, regardless of location and at no cost to the customer.
Your restaurant may be situated in a shopping mall or in some other location, where there might be little or no wireless coverage. Without access to Wi-Fi, customers will be using their mobile data allowance, at their own expense. So if mobile roaming isn’t available, your guest Wi-Fi is the only possible connection in most cases.
Regardless, your free Wi-Fi is a hero. Offering fast and easy-to-use guest Wi-Fi within your location could be seen by many as a life-saver. And customers will be willing to offer up some personal information in exchange for quick access – so click-through (with custom fields) or social login options could meet their specific needs.
- Build a unique customer database: Just by asking customers to register to use guest Wi-Fi, many restaurants have found it easy to collect valuable information about their customers. Lists generated through guest Wi-Fi paired with customer analytics can help restaurants define business strategies and design future marketing opportunities to make their database even more effective. Offering tried and tested recipes, prizes and other fun promotions build customer loyalty and encourage repeat custom.
- Track individual customer behaviour: A good Wi-Fi network will record when your customers arrive and leave your restaurant. This data can be matched to register receipts, loyalty programs, and other information – are they regular lunchtime visitors or are they high spenders in the evenings. If the customer has not logged in for a certain period of time, their absence can trigger a targeted ’we want you back’ promotion.
Customers can also be surveyed so restaurant owners can learn more about their likes and dislikes, including automated satisfaction surveys after each visit – it’s up to you whether you want to analyse staff service, or quality of food for example.
- Boost brand perception: With customers connecting across a variety of devices and situations, your branded welcome portal is a great opportunity to showcase the information customers value such as special offers, promotions, useful links – local bars or public transport availability.
Some restaurants will regularly provide new offers while others will continue to use menus that are so timeless, changes are made very gradually, if indeed at all.
But most restaurants fall somewhere between the extremes and find it a positive and valuable branding exercise to provide a parade of related features and promotions along with ongoing customer engagement through their Wi-Fi.
- Promote special offers: Most guest Wi-Fi products will offer multiple promotional tools as well as the ability to personalise offers based on guest behaviour and personal data. This means restaurants can reach their most valuable customers before, during, and after their visits, enabling them to making offers that match past behaviours and known interests.
Now, if those reasons don’t get you interested in guest Wi-Fi, this will: over 60% of customers will spend more time in your establishments, with over 50% also spending more money simply by installing first-rate guest Wi-Fi.* And you’re almost sure to invest in guest Wi-Fi sooner or later, so why not sooner and build brand loyalty?
*Small Business Insider, Study: Yes, There Are Benefits of Offering Free WiFi, June 2014
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