These days a customer can walk into a store and buy another product from your competitor with a mobile device, so the adage “just get them in” no longer applies. Smartphones, tablets and other mobile computing devices with wireless capability such as Wi-Fi are being used for comparison shopping. If you don’t provide the best possible price or service the consumer is looking for, you will be out of the loop and they will go elsewhere. Omni-channel shopping and marketing uses every possible resource to bring customers the information they need across different platforms. TV, radio, print, online and mobile advertising is used to ensure all the bases are covered. While the customer is in the store the Wi-Fi access you provide has to be reliable and secure enough for them to use it without any fears they will be vulnerable to a cyber-attack. Motorola’s new WiNG 5 Secure Access is designed to protect secured guest access and BYOD (Bring Your Own Device).
The increase of mobile smart devices means people are using them frequently, because they have it with them the vast majority of the time. In order to take advantage of this technology retailers are installing free Wi-Fi services in their stores so customers can access what the store has available in the form of specials, sales and other types of promotions. Having thousands of people accessing your wireless local area network (WLAN) everyday with different devices and software applications can create many security issues.
The WiNG 5 Wireless LAN uses 11n architecture, providing a third generation infrastructure that gives users automatic adaptability for secure and reliable connectivity without losing transmission quality. The access points collaborate to provide the best routing paths to circumvent bottlenecks at all times, even during peak usage. Motorola’s Secure Access provides flexible authentication by securing the connection with a Wi-Fi Protected Access (WPA2) encryption. This makes sure shoppers in the store have a secure connection to browse or conduct a transaction.
“Motorola Solutions now has a best-in-class, secure guest access solution, which makes it an ideal choice for retailers considering in-store Wi-Fi for shoppers and BYOD alternatives for shoppers and employees. Our Wi-Fi analytics, combined with a shopper’s social networking profile, give retailers access to shopper activities and habits they can turn into actionable engagements,” said, Imran Akbar, vice president and general manager, Enterprise Networks & Communications, Motorola Solutions.
The guest network in a store is no longer a gimmick to attract customers; it is an essential tool retailers have to use to engage their customers when they are in the store. The interaction with the customer provides relevant information about customer behavior, shopping habits, browsing preferences and other information that can be used to improve services and products in the store and online.
Edited by Rich Steeves