Can Your Store’s Cell Signal Handle The Shopping Rush?
By Broc Jenkins, Wilson Electronics LLC
Despite what you may have heard, in-store shopping is far from dead. In fact, a recent study predicts that the number of people shopping in brick-and-mortar stores will increase between 3.8% and 4.4% in 2018.
That’s not to say there isn’t fierce online competition. Sales there, too, are predicted to increase by 10% to 12%, according to the National Retail Federation’s 2018 economic forecast. True, shoppers like the convenience factor of shopping from home. So if you’re a retail store owner and you expect to compete, you’ll need to make sure that you offer your in-store shoppers the same conveniences and the same hassle-free experience.
For most shoppers, convenience means that their smartphones are a big part of the in-store shopping experience. A recent survey showed that 65% of shoppers are more likely to consult their smartphone than to ask a store clerk for assistance. So is your retail store’s cell signal ready to meet the demands of shoppers that rely so heavily on these devices?
Enhancing The Customer Experience
The ability to access the information they want while in your store can be the difference between making a sale and gaining a repeat customer, or losing a customer altogether. With 90% of the population owning a cell phone, customers have come to rely on the convenience their cellular devices provide — whether that’s accessing digital apps and downloadable coupons while shopping, or contacting friends and family for purchasing advice. A strong connection is also essential to customers wanting to do some quick product research in real time. No matter how they’re using their devices to make purchases in your store, they’ll expect the transaction to be seamless and secure.
Weak cell signal within your store means an unpleasant in-store experience and unhappy customers. This problem is exacerbated in larger retail spaces and malls when many mobile users gathered in one place overload cell signals.
Fixing Poor Cell Signal In Your Store
In addition to the taxing load of large volumes of users, many retailers struggle to maintain coverage due to building materials such as brick, concrete and steel, which can severely impede indoor cell signal. Retailers are often perplexed because, while cell signal outside of their stores may be abundant, that signal isn’t maintained inside the building.
This common problem can be effectively addressed with the implementation of a cell signal booster. Passive distributed antenna systems, commonly referred to as passive DAS, capture existing outdoor cell signal, bring it inside the building, and amplify it throughout your retail space by as much as 32 times. This allows you to eliminate poor signal, dropped calls, and slow web access that frustrates customers and can result in lost revenue.
Secure Transactions
In addition to the convenience strong cell signal provides for your customers, it also offers them peace of mind that their in-store transactions will be secure. While in-store WiFi may solve the problem of accessing coupons or making calls, it can also open your store up to security concerns, especially in retail settings without designated employee and customer networks or proper firewalls. This can expose your store to spyware and viruses, and potentially compromise valuable customer and company data.
With a reliable in-store cellular connection, you can provide a positive in-store experience without putting the customer — or your store’s reputation — at risk.
A reliable cell phone signal is paramount to the success of your retail store, and if you think all of your customers are online then you’re missing the opportunity to profit from all of the shoppers that will head out into brick-and-mortar stores in 2018. It’s important to provide your customers with carrier-agnostic coverage so they can do all of the things they expect to be able to do in your store, regardless of their cellular service provider.
Broc Jenkins is a strategic accounts manager at Wilson Electronics LLC. His primary responsibilities involve the sales and business development of the WilsonPro M2M product line, as well as managing special projects and opportunities within the Wilson Electronics commercial sales organization. Since joining Wilson Electronics in 2009, Jenkins has held positions in technical support, product line management and key account sales.