AirTight Networks, a provider of Wi-Fi systems for the retail industry, announced the launch of AirTight Social Wi-Fi, an offering that allows retailers to integrate social media channels with AirTight's customizable Wi-Fi portals.

Using AirTight Social Wi-Fi, retailers can engage with customers, encourage guests to opt into marketing programs and reach out to them via geographically-specific marketing campaigns.

AirTight Social Wi-Fi and the newly introduced AirTight Retail Wi-Fi Analytics Engine combine to provide companies with an “omni-channel platform,” the vendor says. Both capabilities are part of its cloud-managed AirTight Wi-Fi offering.

Users can leverage AirTight's Wi-Fi analytics to gain insight into consumer behavior. Using AirTight Social Wi-Fi, merchandisers can customize AirTight’s Guest Wi-Fi captive portal with their brand and integrate social channels, such as Facebook, Twitter, LinkedIn and Google+, allowing guests to use their social channel of choice to log in and gain guest Wi-Fi access.

Retailers can implement various social payment workflows with AirTight Social Wi-Fi, so they can sign up guest Wi-Fi users as a Facebook fan or a Twitter follower; allow users to share pre-crafted custom messages and special offers via social media; and encourage users to provide more details using Facebook Connect or other registration forums and opt-in to on-site and online marketing programs.

"Retailers need to deliver a seamless and personalized consumer experience with omni-channel retailing to gain and sustain a competitive advantage and drive sales," Kaustubh Phanse, chief evangelist and principal wireless architect at AirTight, said in a statement. "Two technologies are poised to play a key role in this transition: social media and Wi-Fi.”

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