Setting your WiFi network name

Configuring your WiFi network can be overwhelming, but that was before Troglo. We have automated the initial setup of the system, and from there creating your WiFi network is extremely easy. Here are a few steps that shows you how.

Select a familiar network name

If you have offered free WiFi before, we recommend that you keep the same WiFi network name on the Troglo solution. If not, choose something easy to understand and that identifies your brand. WiFi networks are remembered by all WiFi enabled devices – it is quite cool that they carry your brand with them anywhere they go. Many of our clients just use the name that most customers will know them by. As easy as that.

Setting or changing your WiFi network name on Troglo

As always make sure you have logged in to the Troglo dashboard using the URL you received in your welcome email or simply by clicking or tapping the “log in” link in the top menu of this page. When in the dashboard, open the Account menu and click or tap on “Stores”.

 

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You are now on the “Stores” page. You can do many things here, like viewing your portal page, adding new stores to your WiFi networks and more. For now we will just focus on how to set up your guest WiFi network name, but feel free to play around with it or contact us if you want to learn more.

In this view, select the store you want to configure by tapping or clicking the “pen” icon to the right:

 

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On the stores page you tap or click the “WiFi” menu, like this:

 

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The “SSID” field is just a technical way of saying “Guest WiFi network name”. Just fill it in with your desired network name and click or tap save. When your WiFi device arrives, if it is not already installed, it will automatically display this WiFi network to customer looking to connect to WiFi while visit your store. If you chose a network name you had before existing customers will automatically connect to your new Troglo marketing solution.

 

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There is nothing more to it. Keep in mind the SSID is the guest network and does not have a password. This is to make it easy for customers connect. If you wish to have a secured and password protected network for staff or corporate use you can configure that on this page as well, but that will be covered in a different post.

Last but not least – You may have many stores, and you want them all to have the same network name. You can do it manually per store from the interface we just showed you above, or if you have more than 5 stores contact Troglo and we can do it for you to save valuable time.

Greeting your WiFi users with a great connect page

The user experience starts with a great looking WiFi Portal. The WiFi portal is where your customer decides to connect to your service, and here you maximize your ability to engage them with offers and valuable information later on. All new Troglo customers are configured with a basic background, but we recommend that you choose an image that identifies you, and that your customer will identify with.

Setting up your portal image

First step is to log in to your Troglo Dashboard here. Then you open the “Account” menu and click or tap on “Portal Backgrounds”.

 

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When in this view click or tap the “Add Portal Image” button.

 

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You are now ready to add your image. Give your image or background a name, check to “activate”, and select the store or stores that will this background will apply to. If you leave this field blank it will show in all your stores if you have more than one. Then you drag in or click to add your image.

 

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Keep in mind that your image will need to be at least 1920 x 1080 pixels large to look great on any laptop, tablet or mobile device. Because your customers may use any type of device we recommend images in “landscape” format for best viewing experience. You are now ready to click or tap “save”.

 

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See what it looks like

Now that you have added a background you may want to see what it looks like. Just browse to the portal link provided in your welcome email or visit the “stores” page under “Account” and click or tap the “view portal” link.

 

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Here is what the background we added above looks like on an iPhone 6:

 

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As always feel, free to email or call us if you have questions, or need help getting started.

 

Case Study: Salon Leverages Free Wi-Fi to Evaluate Digital Promotions

How free Wi-Fi helps a salon increase sales

Leading Canadian salon, Edges Salon & Spa in Calgary leverage WiFi to increase sales and learn more about their customers. Jessica Chammoury, Chief Marketing Officer of Edges, discuss how Free WiFi in combination with email and social media marketing helps her engage customers and the results she is getting!

“When our guests arrive, we inform them that we no longer have magazines, and [we] offer them an iPad … On the iPad, there is an icon that says ‘Free Wi-Fi.’ Clicking it takes them online,” explains Chammoury. “Once they’ve done that, our promotions appear and they can scroll through them. They can do the same thing on their phones through their settings.”

The case study is available on StreetFight Magazine.

 

Is Free WiFi a Beacon of Hope for Retailers and Restaurants?

 

Add WiFI to your proximity marketing strategyMobile (or bluetooth) beacons have been on the market for 2-3  years, yet all we see is experimentation and no proof of ROI. Consumers are not excited about it their. Sure, if you can make mobile beacons work, they are potentially great, but is that the story so far?

A short history of beacons

According to the infinite well of modern wisdom, Wikipedia, beacons were fires lit at well-known locations on hills or high places, used as lighthouses for navigation at sea. I get it – I am in a boat, approaching land and the signature and possibly color of a lighthouse can tell me where I am and where I can find safe passage. Definitely relevant information for a sailor.

The idea behind mobile beacons is much the same. The promise is to give an individual a mobile experience relevant to the real-world context the person is in at that very moment in time.

The problem is that unlike a lighthouse, which provides a crucial service, sometimes the difference between life and death for its audience, mobile beacons seek to notify us about a 20% discount on a product we are standing close to.

Mobile beacon advertising does not work

For that reason mobile beacons will never work, at least not as a pure advertising or marketing tool. There is no utility for me as a consumer, and I question the utility for the retailer or the restaurant as well. If I am in your store looking for a new jacket, do you really want me to be interrupted by a buzzing phone, or do you want me immersed in my real world shopping experience?

Ok, lets assume that interrupting me while shopping is a good idea. What are you going to tell me? How are you going to make it relevant? The business case also needs to consider how many people you can reach with this information, and the cost of reaching them.

How most mobile beacons work

Beacons emit a signal that a smartphone can pass to a mobile app (that you have to build). Your app can use this signal to present content to the me, typically in the form of a notification. The beacon infrastructure captures data about my device and possibly who I am, and the beacons I have received notifications from. Of course the retailer and restaurateur has to have a system that ensures notifications are relevant and that data is collected, analyzed and translated into valuable business intelligence.

As a user I need to: 

  • install your app
  • allow it to track my location, even when I am not using your app
  • have bluetooth enabled and
  • opt in to receive notifications from you

You need to build and maintain:

  • a beacon infrastructure (place beacons in your store, but where??)
  • a mobile app integrated with this infrastructure
  • a content management system and
  • targeting algorithms to ensure notifications are relevant to each mobile user

Beacons are just too much of a hassle

Say for a minute you have 20,000 monthly customers. 40% are pretty loyal, and 50% of your loyal customers have you app installed. Further, 50% of your app users have allowed it to track their location and another 50% opted in to receive notifications. Also keep in mind that on average 50% of smartphone users has bluetooth enabled on their device at any given time. Bluetooth is the wireless technology used by beacons.

If you followed the math above you will already know you can potentially reach 500 out of 20,000 people on a monthly basis with a targeted notification while in store. That is less than 17 people per day. So 20,000 customers isn’t enough… You probably need 2,000,000 to even consider doing something like this.

Do your own math, I can guarantee you that my numbers off the mark, one way or the other. The bottom line though? Deploying beacons and the systems that goes with it is probably not worth it.

Free WiFi is the Beacon of Hope

There is potentially a better way – Just integrate free guest WiFi in your marketing plan.

Customers love free WiFi, and you get to present them with a relevant and personalized message with they connect to your WiFi network to check competitor prices. Best of all, you get all the data you could have acquired from Beacons, at a very low cost.

Customers view WiFi as a value add (if it works well) and it enhances their overall in-store experience. When surveyed, end users tells us that localized and personalized content on the WiFi landing page is not a hassle or annoying; it is friendly and relevant. As an example, a recent program ran by one of our clients resulted in a 209% increase in conversion rates over other in-store channels.

What is likely to happen with Free WiFi usage if your service is great and people that connects gets access to special deals and products?

Free WiFi is everything that Beacons are not. While I agree that the opportunity to personalize an experience is greater on a mobile app, I believe the cost and risk of executing on personalization at the levels expected by customers is too great, leaving mobile beacons dead in the water.

Which leads me back to where we started. Lighthouses. What if a lighthouse started transmitting random coupons for free drinks or beaming their signals inland instead of offering relevant information that can save your life? Over time its value would be eroded to a point where no one longer takes notice.

My advice would be to get real with your customers, get real with your cost, and leverage touch points that your customers already love. 

Original Joe’s featured by Food Fanatics Magazine

Driving more traffic towards holidays and events

Solution: Marketing strategy tied to free WiFi offerings

One of our marquee clients, Original Joe’s was recently featured in the summer 2015 edition (clicking link will download the pdf copy) of Food Fanatics Magazine (foodfanatics.com). The article, titled “Just the Right byte” is available on page 55-56 of the printed edition of the magazine.

By presenting targeted offerings to WiFi users, Original Joe’s experienced a 61% increase in covers for their event.

Troglo do not only help you  present custom offers to your customer in store and social media. Our clients can measure the long term effects that event participation or promotion redemption has on customer loyalty. This is taking in-store marketing to another level, because you can quite easily test and improve campaigns to better your results, increase sales and improve customer loyalty. Contact us today for more information!

 

Using Big Data to predict and ensure success at Restaurants

Wouldn’t it be nice if you could predict the future?

Can you imagine how that would change the conversation with your staff and how you would chose new locations for your restaurants?

Predicting the future and making better, more informed decisions relying on data from your business is not far fetched at all. The technology has been around for years and is today being used to save lives in health care, and at war, build safer cars, reduce the cost of shipping and cost per unit in manufacturing environments.

Your restaurants may sit on a goldmine.

Troglo can help you gather data points from free WiFi usage inside (and outside) your restaurants. It turns out that this is a very good source of unbiased customer revisit data. This data behaves distinctly different from sales data.

It is much more “stable”. It is not influenced by seasons, weather or local events. This makes it easier to identify trends.

Results can be weighted to absorb factors of relevance to customer loyalty and a such become a true indicator of operational excellence at your stores.

Track_customer_loyaltyFail less often & Make more money

Predictive models looking at revisit rate data in relation to sales data identifies problems and opportunities faster giving you ability to react quicker and with greater force to reduce your risk of failure, and to boost sales and customer loyalty.

Do you offer free WiFi? Do you do something or anything with the data you collect or potentially could collect from usage of the service?

Free WiFi changes behavior

I came across this article today about how Wi-Fi That Only Works in Shade Intends to Prevent Skin Cancer. The initiative is called Shadow WiFi (watch a youtube video here). Shadow WiFi is a collaboration between Happiness Brussells and local cancer associations. It is already available at Playa Agua Dulce in Peru and will soon launch in New Zealand and San Francisco.

This is a great example of out of the box thinking, applying WiFi to solve a real world problem. WiFi users on the beach have to stay in the shade to stay connected, and the local cancer association can inform people about the dangers of, and how to prevent skin cancer. We all know that context along with messaging is the key to success in marketing, and when better to talk about skin cancer than when we are at the beach?

More organizations need to think twice about how WiFi can help drive value, and not only view it as if they are providing free Internet access for their visitors or customers.

 

On Payments and Technology: You are better off listening to what your customers want

Mobile payments seems to be THE craze in the restaurant, bar and coffee shop market right now. And probably for good reason. Finding out how to capitalize on our love of smartphones and apps is after all important. Or is it?

I was in a meeting with one of our customers 2 weeks ago, and we started talking about which technologies that will disrupt restaurants in the next 2-5 years and the conversation quickly moved onto payments. They made a very good point: If you are Samsung, Apple, Google and to a certain extent a massive global brand like Starbucks you can take on the role of teaching customers to change behavior. But if you are not one of those, you are better off listening to what your customers want. Not telling them or teaching them. And you know what? They were absolutely 100% correct!

Customerization of Technology

Customerization: Allowing customers to use their technology of choice results in a personalized transaction experience

Recently I had an experience at a local restaurant with WiFi connected tablets for ordering. I was intrigued by their ordering system, and to be honest, this was one of the reasons why I chose that restaurant. Was the food great? No. Did I get good service? No. Did I leave a handsome tip? No. Could I place my order on an iPad? Yes. Will I ever go back? No.

We need to ask ourselves; how many of my customers would walk out the door if I didn’t accept for example Apple pay? Do people crave more payment options, or do they just want quick service, consistent quality and a good meal they didn’t cook themselves?

we set ourselves up for failure if we think customers are going to care less about fundamentals

As an industry we have to be leaders, and strive to enhance the customer experience where we can, but we set ourselves up for failure if we think customers are going to care less about fundamentals and more about technology just because we can offer it.

The above is not only true for payments, but in-store technology in general. Restaurants that offer flexibility while capitalizing on the benefits of more information about customers and transaction will be able to adapt quicker and capitalize on shifting trends.

 

 

 

Restaurant and retail brands the major driver in free public WiFi

Restaurants and retail a driver in free WiFi

Brands, mainly retailers and restaurants, are the major driving force behind free public WiFi.

A recent report by the Wireless Broadband Association (WBA) on the state of the carrier WiFi market look at who controls the access; who owns the hotspot (see here for the full report). Their findings are quite interesting:

  • Venues or brands control 50% of all WiFi hotspots today
  • This will remain the case for the next 4 years (into 2018)
  • As a result, brands a leading the charge with over 5 million new hotspots in the next 4 years

WiFi venue by type

Retail and restaurant brands are leading the pack with over 85% of hotspots that are generating billions of WiFi connections for their customers every day. Some companies suggest as few as 9% of these connections are realized from a business perspective, yet there is no secret that these interactions create potential valuable moments for brand activation and sales.

WiFi gives restaurants and retailers the power of big data at the intersection between physical presence, and online actions. It can help identify core profitable customers, engage them in-store at valuable moments in their decision making process, and even help them find like minded local people through mobile search and social media apps.

Billions of possible brand activation opportunities that are missed. Think about that for a moment.

4 steps to customer retention

coffee-pour

In the food services business it is common for the cost of new customer acquisition to exceed the average check size by a factor of 10 or more. This is to say that a successful customer retention program is required to warrant the marketing expense. Today this is more important than ever.

Just one day after we learned about the 11% drop in Black Friday spending, WSJ.com struck again with more bad news: Basic costs are putting the squeeze on middle income families, impacting almost every aspect of spending, including restaurant sales in a big way.

Today, restaurant categories like coffee shops and fast casual restaurants are experiencing dominant growth with more than 11% year-over-year increase in the number stores according to Forbes.com. And to make sure we kick up a serious sh** storm, restaurants are facing rising costs of food, with beef prices forecasted to rise by as much as 6.5% in 2014, also according to WSJ.com.

You do not have to be much smarter than a 5th grader to get why it is a problem!

A CUSTOMER RETENTION PROGRAM THAT LEADS TO SUCCESS

Given the title and the intro there should be no surprise that my desire is to provide my thoughts on what a customer retention program for restaurants should look like.

  1. If you cannot measure it you should not do it. Don’t even bother having a customer retention program if you cannot set goals, and measure your performance. How else are you going to communicate and reward your team, and know which initiatives that are successful? And by the way, loyalty programs won’t give you the data you are looking for (but you probably already know that).
  2. Identify your most profitable customers and get to know them. Who are they? When do they visit? What makes them tick, and best of all how can you reach them?
  3. Connect with them as individuals. These customers are the key to the long term viability of your store(s) and not only will they bring you holiday cheer; they will also bring their friends!
  4. Find similar customers. Are you one of the lucky brands that know who your most profitable customers are? Well go out and find more of them, and repeat steps 1 through 4.

If you can predict customer retention and revisit rates, you can spend money on new customer acquisition with confidence, right?