The International Council of Shopping Centers (ICSC) hosted its first-ever MOCIAL (Mobile+Social+Local) Conference—featuring speakers, topics and innovations that are redefining the retail experience—in Orlando, FL on September 6-7, 2012.
Dawn Callahan, Boingo’s Vice President, Consumer Marketing, delivered her presentation, Wi-Fi @ Retail: The Intersection of Clicks, Bricks and Mobile, to an enthusiastic audience of marketers from leading shopping centers, retail chains and mall developers. In case you didn’t know, Boingo is the largest operator of shopping mall Wi-Fi networks in the U.S., so Dawn is no stranger to the challenges and opportunities retailers and mall operators face catering to the always-connected consumer.
Her interactive session demonstrated how Boingo Wi-Fi helps differentiate the consumer experience and combats showrooming by enabling retailers to connect with and guide smartphone-wielding shoppers in their stores. She also did a deep dive into forward-thinking organizations that are using Wi-Fi in their venues to drive loyalty programs, app downloads and social sharing and more.
As we shared in recent articles, more than 50% of shoppers use their smartphone to do research while they’re standing in the aisle of a store. At Boingo, we’re helping 40+ shopping malls and retailers (including a leading national retailer with more than 1,700 stores) embrace the showrooming shopper and deliver a branded mobile in-store experience with Wi-Fi.
With the holiday shopping season looming on the horizon, will showrooming reach a tipping point this year? We know that malls and retailers equipped with Boingo Wi-Fi can count on ringing in sales from shoppers carrying their merry mobile companions during this year’s holiday season!