In-store Wi-Fi a smart idea if well planned, experts say

04/1/2013 | MobileCommerceDaily.com

A seamless marketing experience and timely in-store offers are among the keys for retailers offering in-store Wi-Fi. These efforts are also important to counter the effects of showrooming, but require a well-planned strategy that meshes with other mobile marketing techniques. "In-store prompts, including QR codes, bar codes and SMS opt-in and app download tied to special value and offers should be used in conjunction with Wi-Fi to create and extend the shopping experience and grow revenue and purchasing," said Michael Della Penna, senior vice president of emerging channels at Responsys.

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