Data on customer activity shows that 61% of us search for Wi-Fi, 87% connect, 37% choose Wi-Fi access over the quality of coffee on offer and 41% of Millennials won’t go to a bar without Wi-Fi.
Delegates heard that pubs could partner with local venues, such as cinemas, theatres and hairdressers, to offer Wi-Fi and, in turn, this could help them collect more accurate data on customer behaviour.
Often people use their social media profiles to log on to Wi-Fi and when they do this, they share information about themselves such as the drinks they like, sports they’re interested in and the type of music they like.
This can all be used to tailor pub drink promotions and events nights. It works particularly well when the sponsor and the venue share the same target audience, explains Ross.
Thai Leisure Group and Singha Beer are a live example of a Wi-Fi partnership of this kind.