From emails to the weather, more everyday tasks are beginning to rely on internet connectivity — but does offering free wi-fi to customers help or hurt businesses? Is free internet a customer perk or a financial drain? While many businesses offer free wi-fi for customers, following the crowd isn’t right for every type of business out there — so what do small business owners need to consider before jumping on the free wi-fi bandwagon?
Long waits become less of a problem.
Free wi-fi is becoming standard in businesses where a wait time is expected — and for good reason. Customers are less likely to complain about wait times when they have something to occupy that free time. Offering free wi-fi allows customers to stream music and videos that might otherwise eat up too much of their data plan without a connection. By giving customers something to occupy their time as they wait for their food, their photo order or for their medical exam, the wait feels like less of an issue.
Free customer wi-fi can pose security risks for your business’ data.
The technically savvy can use free wi-fi to hack into the rest of your business’ computers — if they are not protected anyways. Free wi-fi hotspots open up some security vulnerabilities, so a DIY set-up isn’t recommended unless you know your way around firewalls. Your company’s data can still be protected by using a separate router and setting up extra cyber security measures, but businesses need to consider those costs.
The cost of wi-fi has considerable variation.
Some businesses say free wi-fi is a cheap way to attract more customers, while others say there’s significant cost to adding that perk. For that added security, businesses will need an extra router — but that’s often a low $50 one-time expense. Expanding the business’ bandwidth may also be necessary. If that free wi-fi is slow and won’t load the latest Netflix binge, customers may actually complain more about their wait than without the promise of wi-fi enabled entertainment. Be sure to also factor in potential technical help costs when the wi-fi isn’t working right — or choose a provider that offers free technical support for business customers.
Wi-fi hotspots can connect with customers.
Free wi-fi doesn’t necessarily mean the business doesn’t get anything out of it. Some internet companies will help small businesses set up a log-in process that allows them to gain insight into their customers. Requiring a few quick questions can offer valuable insight into what customers are looking for. Setting up a free user log-in on the hotspot can also help businesses track repeat customers’ habits. Some internet companies will also help set up a program that gives wi-fi users a coupon to encourage repeat visits.
Free wi-fi attracts different customers.
While many businesses add wi-fi and continue to bring in the same type of customers, some may notice a difference in their clientele. Most smartphone users have a data network that will easily let them check their email or social media feeds without a wi-fi connection. Free wi-fi is more of a perk for the coffee-shop freelancers looking for a place to get a few hours of work done, as well as more data-hungry users looking to download or stream larger files. For some businesses, free wi-fi brings in more customers, while others say the free connectivity just encourages customers to take up a table for several hours after only ordering an inexpensive drink — a reason some businesses place a time limit on their free wi-fi.
For most businesses, free wi-fi helps bring in more customers and reduces complaints from current customers. But, free wi-fi isn’t without added risks, including increased costs and potential security risks.