Providing free WiFi in shops helps to attract more foot traffic and improves the shopping experience, although retailers are now realizing the benefits of providing secure WiFi access for shops. Over the past two years, there has been considerable media coverage of the dangers of public WiFi hotspots. Consumer websites are reporting horrifying cases of identity theft and fraud with increasing regularity.
With public awareness of the risks of connecting to public WiFi networks now much greater than ever before, secure WiFi access for shops has never been more important. Consumers now expect free WiFi access in shops, but they also want to ensure that connecting to those WiFi networks will not result in a malware infection or their personal information being obtained by hackers.
Fortunately, there are solutions that can easily be adopted by retailers that mitigate the risks and ensure consumers can connect to WiFi networks safely, but before we cover those options, let’s look a little more closely at the risks associated with unsecured WiFi networks.
The Risks of Unsecured WiFi Networks
If retailers provide free WiFi access in store it helps to attract more foot traffic, individuals are encouraged to stay in stores for longer, they have access to information and reviews about products and studies have shown that customers spend more when free WiFi is provided. A survey by iGT, conducted in 2014, showed that more than 6 out of ten customers spend longer in shops that provide WiFi access and approximately 50% of customers spend more money.
Connecting to a public WiFi network is different from connecting to a home network. For a start, considerably more people connect, including individuals who are intent on stealing information for identity theft and fraud. Man-in-the-middle attacks are common. Man-in-the-middle attacks involve a hacker intercepting or altering communications between a customer and a website. If login details or other sensitive information is entered, a hacker can obtain that information.
Malware and ransomware can be downloaded onto users’ devices and phishing websites can easily be accessed if secure WiFi access for shops is not provided. Consumers typically have Internet security solutions in place on home networks that block these malicious websites. They expect the same protections on retailers’ WiFi networks. Malware poses a significant threat. Alcatel-Lucent, a French telecommunications company, reports that malware attacks on mobile devices are increasing by 25% per year.
Then there is the content that can be accessed. Recently, before Starbucks took steps to block the accessing of pornography via its WiFi networks, the coffee shop chain received a lot of criticism from consumers who had caught glimpses of other customers accessing pornography on their devices.
Secure WiFi Access for Shops Brings Many Benefits
The provision of secure WiFi access for shops tells customers you are committed to ensuring they can access the Internet safely and securely on your premises. It tells parents that you are committed to protecting minors and ensuring they can access the Internet without being exposed to adult content. It tells consumers that you care, which helps to improves the image of your brand. It is also likely to result in positive online reviews.
Providing secure WiFi access for shops makes it easier for you to gain an insight into customer behavior. A web filtering solution will provide you with reports on the sites that your consumers are accessing. This allows you to profile your customers and find out more about their interests. You can see what sites they access, which can guide your future advertising programs and help you develop more effective marketing campaigns. You can also find out more about your real competitors from customers browsing habits.
The provision of secure WiFi access for shops will also help you to reduce legal liability. If you do not block illegal activities on your WiFi network, such as file sharing (torrents) sites, you could face legal action for allowing the downloading of pirated material. The failure to block pornography could result in a lawsuit if a minor is not prevented from accessing adult content.
WebTitan – Secure WiFi Access for Shops Made Simple
Secure WiFi access for shops doesn’t have to be complicated or expensive. TitanHQ offers a solution that is cost effective, easy to implement, requires no technical skill, has no effect on Internet speed and the solution can protect any number of shops in any number of locations. The filtering solution can be managed from an intuitive web-based graphical user interface for all WiFi access points, and a full suite of reports provides you with invaluable insights into customer behavior.
WebTitan Cloud for WiFi is a 100% cloud-based DNS filtering solution. Point your DNS records to WebTitan and you will be filtering the Internet in minutes and blocking undesirable, dangerous and illegal web content. You do not need any additional hardware, you do not need to download any software and configuring the filtering settings typically takes about 30 minutes.
To find out more about WebTitan Cloud for WiFi, including details of pricing and to register for a 30-day, no obligation free trial, contact TitanHQ today.