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Free-Wifi glitches could cost retailers in-store conversions

While offering free Wifi in-store can offer additional conversion opportunities to retailers, failing to deliver a friction-free service could, in fact, result in poor customer experience and lost sales opportunities, according to new research.

The survey reveals that, whilst consumers value being able to access free internet on their own devices in-store, frictions around security, personal data and poor connectivity could be costing retailers the conversion opportunities these solutions are designed to deliver.

Key findings from the research showed:

 Free wifi in-store would make 72% of customers more likely to convert; 35% of shoppers say free wifi in-store would make them more likely to buy, while a further 37% said free wi-fi instore would make them buy more

 77% won’t use wifi instore as it’s too long or complex a sign-up process

 43% of consumers say they don’t use Wifi offered by retailers due to security concerns

With 30% of purchasing decisions taking place at the shelf edge whilst consumers browse, 70% of UK shoppers want to be able to access free Wifi during in-store encounters to support independent buying journeys.

In-store connectivity, the report suggests, would make two thirds (72%) of consumers more likely to convert; with 35% of customers saying the service would make them more likely to make a purchase and a further 37% saying access to free Wifi would make them buy more in a single shopping trip. Similarly, over half (52%) of UK consumers agreed that free Wifi would make them spend longer in a shop.

However, 43% of consumers say they don’t use Wifi offered by retailers due to security concerns, worrying that the network isn’t secure or their data might be compromised, while a further 44% avoid using the service as they feel they are required to give away too much personal information – a tricky trade-off for retailers battling new GDPR regulations around double opt-in requirements on customer data, which come into force at the end of this month.

Poor connectivity to store networks also proved to be a conversion-costing bug bear amongst customers; over two thirds (77%) won’t use a retailer’s in-store Wifi if they feel the sign-up process is too long or complex, demonstrating the need to deliver fast and convenient user experiences when signing-up or logging on to store networks.
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