Purple WiFi lets businesses trade free wireless for valuable customer data

New service offers to help businesses provide free Wi-Fi in exchange for invaluable social marketing.

Thanks to McDonald's and Starbucks, free wireless networking is available every 200 yards or so, at least in metropolitan areas of the United States. Still, many merchants--especially smaller "mom & pop" establishments--don't provide the service. Purple WiFi has a business model that can help these businesses offer free Wi-Fi, and seems like a win-win for both the business and the customers.

Purple Wifi offers software that works with a business' existing broadband connection to provide free Wi-Fi network access for customers. Because users are required to sign-in using a social account, the business gets access to valuable social demographic data, such as the age and gender of customers that use Purple WiFi, when users connect, how long they stay connected, and more.

Purple Wifi also give the business an opportunity to expand their social reach. Upon login, the customer is prompted to "like" the business' Facebook page or follow its Twitter account. According to data shared by Purple WiFi, 87 percent of people make purchasing decisions based on input from friends. They claim that the average Facebook user has 190 friends, and that the monetary value of a single "Like" on Facebook amounts to 85 pounds (about $135 USD).

Purple WiFi offers a few different plans. The base plan is free, but for about $40 per month a business can subscribe to Purple WiFi Premium, which includes custom branding, email and coupon marketing options, content filtering, and deeper demographic information. Remember, though, that the Purple WiFi costs are in addition to whatever you pay for the Internet service itself, and do not include the wireless router hardware.

Currently Purple Wifi works with Facebook, Twitter, and LinkedIn, but it promises to add Google+, Pinterest, and others in the near future. There is an option for customers who don't have a social network account to fill out a short registration form.

In general, more businesses should provide free Wi-Fi. It's a gesture of good will that creates added value in the eyes of the customer even for people who don't use it. Most businesses already have an Internet connection, and a wireless network even if they only use it for employees and official company business. Why not use a service like Purple WiFi to share the network with customers in exchange for free marketing and invaluable customer demographic data?

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Well said! It is high time to look into the cultural values and beliefs of the audience before serving with the ads. If it is against the...

Praveen Kumar

The X factor in multicultural media planning and buying - Digital advertising - CMO Australia

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in