How Wi-Fi can help progress the customer journey in Hospitality

So, how can Wi-Fi help progress your customer journey?

These days consumers often carry out research online before committing to spending on products and services. Pub-goers, hotel guests and café regulars are increasingly using their mobile phones to check availability, prices, deals, product information and reviews, while out and about.

In addition, digitally-engaged customers are embracing the opportunity to post social messages about products and venues via their smart phones, to friends and family, directly from the pub, hotel, restaurant, or wherever they may be. This is serving to promote the hospitality experience to potential new customers. And it’s evidence of the potential power of having a digital presence in this new arena of consumer interaction.

Harmonise your channels with Wi-Fi connectivity on-site

Having Wi-Fi in hospitality venues harmonises the two entities of physical and digital customer behaviour, intensifying the powerful combination of online information-gathering and on-site help. Offering free, easy-to-use web connectivity in cafés, pubs, bars, restaurants and hotels amounts to helping consumers progress – and hopefully conclude – their buying journey in a smoother, more satisfying way.

Are you helping to progress the purchase journey?

Today consumers crave information at their fingertips, and love to be online at all times. Vodat International’s own consumer research has confirmed how popular on-site Wi-Fi and the ‘digital assistance’ this allows, is today.

As our infographic shows, we found that 85% of consumers would be happy to use free Wi-Fi in hotels, and 79% would be happy to use it in cafés. Over half (52%) of hospitality customers said they would be more likely to make a return visit if free Wi-Fi is offered. With this level of buy-in, hospitality operators are a step away from all the benefits of connecting with customers via their phones, while on-site.

Digital assistance tools

Our research found that a massive 52% of customers want digital tools – such as free Wi-Fi, digital screens, and self-service checkouts – because these services provide ‘a quicker and more convenient experience’. Ease of research without needing staff help was important to 43% of hospitality customers. They also want some incentives and are very open to marketing messages that will benefit them directly while they’re out and about.

It’s a ‘yes please’ to tailored deals

A massive 65% of survey respondents said they’d like an app that would enable them to redeem loyalty points and offers in a restaurant. And 57% would like personalised deals sent directly to their smartphone while at a hotel.

There’s clearly a big demand for incentives and personalised rewards in the hospitality domain. But companies can only deliver this powerful on-site marketing if they have robust and secure Wi-Fi network connectivity in place to support the communication process.

Don’t underestimate the importance of network power

Putting in place the network power and Wi-Fi connectivity to reach customers digitally when they’re visiting a premises will set the brand up for all the future developments around m-commerce and multichannel marketing to come. While connected customers can enjoy a more streamlined, engaging purchase journey, the hospitality operator is heading in the right direction towards a conversion or upsell too. With the right technology deployed it’s a fruitful journey for all, and one well worth embarking on.

Download our infographic here.

Vodat International specialises in flexible, secure, cloud-based Wi-Fi solutions that make connections with customers possible. If you want to provide a more engaging on-site experience, get in touch to find out more.

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