New research reveals that 80 per cent of customers will log onto a restaurant’s free Wi-Fi if it is offered. Love it or hate people using the internet at the table is not a fly by night trend. It’s a social movement that is growing; as is the use of restaurants, bars and cafes as an extension to the office. Over half of office workers believe that they get more done in a coffee shop, bar or restaurant than they do at their desk. The reason for this; according to the Journal of Consumer Behaviour, is that the noise and bustle stimulates the imagination and improves performance of creative tasks. So much so that there is now even a website that helps uninspired workers replicate the sounds of an eatery at their desk!
The fact that 68 per cent of Wi-Fi using customers also spend more than non-users should also be a compelling reason to offer Wi-Fi. But more importantly the Wi-Fi provides a conduit to over three quarters of the customer base.
Establishing a relationship with such a significant proportion of patrons through any other channel would be incredibly hard. The Wi-Fi data can build up an extremely accurate, opted-in database that can be used to power incredibly relevant marketing campaigns that engender brand loyalty and encourage higher frequency visits; the holy grail for restaurateurs.
If you have any questions about how to turn your Wi-Fi into an incremental business generator please email us at firstname.lastname@example.org
If you want to know and understand more about the way data is changing the world you live in, or would like to know how data can add value to your business, please email me at email@example.com