The CITE, a blog published by the National Association of College Stores, takes a look at the intersection of education and technology, highlighting issues that range from course materials to learning delivery to the student experience. 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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