Not your average wifi
At The Base, the wireless network isn’t just about providing free internet to customers. Their smart, cloud-based WiFi network, designed and installed by Dynamo6, collects information about shoppers in real time. It also works strategically to motivate people to linger in certain parts of the mall.
The Base’s Angela Young explains: “We have an area called The Cube, which has food and dining around it. We wanted to encourage people to stay and enjoy the space. Looking at the data, we were seeing a lot of people looking at their phone. We thought adding WiFi could increase that dwell time.”
The WiFi network gathers anonymous statistical information about shoppers’ behaviour across the shopping centre – including the length of visits, the number of shoppers, the type of phone each customer is using, and where they are shopping – and presents it to management in a simple digital dashboard form.
This information is used for targeted advertising – if a shopper frequently visits one type of store, they receive ads for similar shops in the mall. It’s also valuable information for centre management and individual stores, helping them make better decisions around staffing levels, promotions, and security.
“The results have been really favourable. The more people get to know about it, and enjoy the free wifi, it’s going really well. Not been anyone abusing it – people have just been making good use of it. We’re really happy with it.”