BSkyB-owned Wi-Fi company The Cloud will build the wireless network
The UK-based Superdrug retail chain is rolling out free Wi-Fi with the aim of improving in-store customer satisfaction and communication.
Superdrug said customers would have the opportunity to browse online, learn about its products and access online reviews and social media.
Superdrug will also be able to gather anonymised browsing information to help it provide advertising relevant to shoppers. The media window space, shown to each user upon connection to Wi-Fi in store, will be used for advertising messages.
Matt Walburn, marketing director at Superdrug, said: "We know how trend conscious our customers are and free Wi-Fi will allow them to go online to gain instant inspiration. The new technology will add an extra element of interaction and fun for our customers."
Superdrug has gone to BSkyB-owned Wi-Fi company The Cloud to build its wireless network. The Cloud has also built retail Wi-Fi networks for PizzaExpress, M&S, Caff Nero, Eat, Greggs, Pret and Wagamama.
The Cloud network at Birmingham's NEC however was recently ripped out, however, and replaced with a more extensive and self-managed network using high performance equipment from Xirrus, which can support up to 22,000 concurrent users.
Follow CMO on Twitter: @CMOAustralia.
As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.
Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.
A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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