Superdrug is rolling out free Wi-Fi across its estate with leading high street technology provider, The Cloud.
Superdrug said the move is designed to enhance in-store customer satisfaction and communication. By providing Superdrug customers with the opportunity to browse online, learn about its products and access online reviews and social media, The Cloud said it is further enhancing the retail experience for shoppers.
The mobile boom has had a significant impact on the way we shop, with consumers expecting instant access to information whilst on the go. Recent research shows 79.5% of mobile consumers are influenced by the availability of in-store Wi-Fi when deciding where to shop. The most common uses of smart phones in-store include reading product reviews, accessing deals, offers, coupons, comparing prices and browsing the store’s own website. By offering fast internet access via Wi-Fi, Superdrug claims it has a great opportunity to improve the customer experience and ultimately boost loyalty and sales.
Matt Walburn marketing director at Superdrug, said: “We know how trend conscious our customers are and free Wi-Fi will allow them to go online to gain instant inspiration. The new technology will add an extra element of interaction and fun for our customers.”
By offering WiFi, Superdrug will also be able to gather anonymised browsing information to help them provide advertising relevant to shoppers. The media window space, shown to each Wi-Fi user upon connection to W-iFi in store, will be used for advertising messages. This reflects the 84.5% preference of customers who said they’d prefer a free, ad supported Wi-Fi service as opposed to a paid for service.
Vince Russell, managing director of The Cloud, said: “Being able to use mobile to reach specific shoppers with the appropriate products when they are physically in the store is an invaluable opportunity. By improving the customer experience and creating a more personalised service, retailers can encourage sales at a time when consumers are feeling the pinch. With this free WiFi service, Superdrug is able to take advantage of the mobile boom now and in the future.”
An estimated 7m people every day pass through The Cloud network by visiting one of its customers, including Pizza Express, Marks & Spencer, Caffè Nero, Eat, Greggs, Pret and Wagamama, as well as First Great Western and Network Rail stations.