Wi-Fi provider Aerohive Networks announced its Personalised Engagement Platform vision for retailers today (26 June 2014). Built on Aerohive’s cloud architecture, the platform will enable retailers to rapidly deploy, test and adopt the latest apps for loyalty and customer engagement.
Aerohive is also launching enhancements to its in-store Wi-Fi solutions, which includes the ability to use social media logins for Wi-Fi access and PCI 3.0 reporting.
The company observed that E-commerce has transformed the shopping experience, creating an expectation of relevant, personalized and seamless shopping. Today’s brick and mortar retailers are pursuing the same customer engagement models that online retailers have leveraged in order to successfully compete and remain relevant in a 21st century retail market.
In the changing retail landscape, retailers are realizing that personalisation builds relevance and relevance drives revenue. With the rise of mobile technologies, today’s retailers have a wealth of new tools at their disposal for implementing personalization, including customer behaviour analytics, loyalty apps, mobile checkout and tailored coupons.
In order to leverage these technologies, retailers need an infrastructure solution that will enable them to prototype and benefit from today’s applications as well as position them for tomorrow’s breakthroughs.
Designed for the retail market, Aerohive’s Personalised Engagement Platform will allow physical retailers to lay the foundation for tailored customer experiences.
The platform will enable retailers to build relevant relationships with customers, which they can subsequently monetise through repeat business and advocacy. Aerohive’s secure, scalable mobility platform connects all wireless devices in the retail store in a way that easily evolves with these retail trends.
Personalisation builds relevance
Aerohive’s Personalized Engagement Platform is designed to deliver incremental personalisation via targeted engagement that increases in relevance throughout the customer lifecycle.
Retailers gain a deeper understanding and can continually evolve their engagement with customers through the ability to create personalised offers, such as digital coupons to returning customers, real-time information about current sales, and location-aware loyalty apps, all delivered via customers’ mobile devices.
Offering opt-in log-ins for Wi-Fi access, retailers can leverage in-store connectivity to build elegant and privacy-sensitive interactions with customers.
Relevance drives revenue
By creating tailored customer experiences, retailers foster strong brand loyalty. This increased customer trust and loyalty lead to more repeat purchases and higher value per purchase, thereby monetising the relationship.
By weaving social media promotions into customer engagement, retailers can encourage these brand advocates to share experiences with friends, attracting new customers through their existing customer base.
Along with the Personalised Engagement Platform, forward-looking retailers can also leverage Aerohive’s strategic partnerships with leading retail analytics provider Euclid and mobile device management provider AirWatch.
The seamless integration of Aerohive’s solution and its partners’ solutions offers physical retailers the ability to optimise business operations, increase efficiency and better engage shoppers.
In addition to its partnerships with Euclid and AirWatch, Aerohive offers a variety of integrations with leading vendors that empower the retail customer experience, with more partnerships to be launched this year.
Key retail enhancements
Aerohive’s latest release of software, available today, enables three key enhancements for the retail industry:
• Payment Card Industry (PCI) 3.0 compliance and security
• A social log-in solution which will leverage consumers’ social media accounts for improved customer experience and personalization
• And an integrated LTE “Branch on Demand” solution that allows retailers to quickly deploy a complete and secure network within hours.
“Today, creating authentic, tailored and relevant customer relationships is an imperative for every brick-and-mortar retailer hoping to remain competitive,” said David Greene, chief marketing officer, Aerohive.
“But executed incorrectly, personalisation can also border on invasive if retailers aren’t cautious. What consumers want is a more nuanced engagement with brands they care about. However, this type of elegant, opt-in customer engagement isn’t possible without connectivity that can easily evolve and adapt to these needs.
“With our Personalised Engagement Platform, we provide retailers with the solid, low-risk connectivity foundation they need to weave personalization into their business strategies and turn customers into loyal brand advocates.”
Bob Laliberte, senior analyst, Enterprise Strategy Group, said: “Today, brick and mortar retailers need to provide a differentiated shopping experience to remain relevant and attract customers to visit stores. By leveraging mobile retail technologies and analytics, retailers have the potential to deliver an authentic, personalized engagement.
“One of the first steps required to implement an in store customer engagement strategy is to ensure flexible and robust Wi-Fi connectivity. Aerohive’s Personalised Engagement Platform will help retailers to create a foundation to build upon what is capable of taking the customer experience to the next level.”
See also: Aerohive launches enhanced portfolio of Wi-Fi-based apps for retailers