Welcome to The CITE -- a blog on Course materials, Innovation, and Technology in Education, created by Mark Nelson and now part of the Publications Department of the National Association of College Stores. CITE is a pun with multiple meanings - referring to cite as in citation, something people reference; site as in location, website, or place people go to; and sight as in foresight or looking ahead to what is coming. Comments, discussion, feedback and ideas are welcome.

Friday, November 1, 2013

Stores Should Provide Free WiFi

Instead of being worried about showrooming, retailers should provide free Wi-Fi to encourage shoppers do even more online browsing, according to a new study from Acquity Group. The survey found that half of the responding smartphone owners are more confident making major purchases when they can use free in-store Wi-Fi to research a product.

The report also found that 30% of smartphone owners would browse for additional items to buy and 20% would spend more time shopping if stores offered free Wi-Fi. More than 1,500 smartphone owners were surveyed for the study, which also showed that 78% looked up a retailer’s inventory online prior to visiting the store and 60% said they made in-store purchases after browsing for product images and information on their phone.

“Your site has to be mobile-optimized and you need to make access to Wi-Fi easy,” said Mark Rein, group account director at Acquity Group, in an article in Marketing Daily. “In-store Wi-Fi also tends to keep customers in the store longer, where they’ll view—and be more likely to purchase—items not on their list.”

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