Small and Medium-sized Enterprises (SMEs) are increasingly offering access to the internet in their commercial properties, in a bid to entice people out of their homes and into their shops. But will offering Wi-Fi access for consumers be enough to win the ongoing battle with the internet?
Virgin Media conducted a study of 5,000 commercial properties, and found that 21 per cent would like to offer more Wi-Fi access in store. As they believe that this would allow them to promote and market their promotions to customers more effectively.
As the number of people who own a Smartphone continues to rocket, commercial properties have become aware that they need to get on the band wagon in order to compete with online retailers. 36 per cent of those surveyed believe that they will be spending as much money on their online side of the business as they will with in-store improvements.
Speaking of the survey results, Virgin Media Business Chief Operating Officer, Tony Grace, stated: “Stores have recognised the fact they need to offer a quicker, sleeker and better value service to keep up with their digital rivals.
“The rate at which technology is developing means the shopper has a ton more options than they had just five years ago.”
As well as offering Wi-Fi access, half of those surveyed would like to offer mobile payment methods in-store and 14 per cent are planning to create a virtual shop window, which allows window shoppers to scan and pay for an item without even entering the premises.
“Integrating a mix of new technology will help to deliver smarter offers to customers and tempt them away from the computer,” Tony added.
However, can small commercial properties really compete with the big boys? John Lewis has recently launched Wi-Fi access across all of their commercial properties using BT’s Openzone service. Also, Marks & Spencer are planning to trial The Cloud’s wireless broadband service from Sky in their retail outlets.
Do you use Wi-Fi access in commercial properties that you visit? Would you like to see more shops offering the service?
