Aruba Networks has partnered with Australian start-up DC4G to offer retailers a range of proximity marketing capabilities through free Wi-Fi around the country.
The 'MiRetail' (Mobile Integrated Retail) direct-marketing platform enables retailers to engage clients through targeted offers such as specialty vouchers downloaded via the free wireless network.
Aruba A/NZ managing director, Steve Coad, said in the last six to twelve months, it has seen an increasing demand for free Wi-Fi in the retail sector.
"It's no secret that shoppers are engaging with their online networks while in store; with this in mind, we believe a huge opportunity exists for retailers to leverage this demand, and connect with consumers through interesting, relevant content that enhances the shopping experience," Coad said.
The offer from DC4G leverages Aruba Network's BYOD offering, ClearPass, which automates the provisioning of network access for guests. It can also secure and manage mobility from a single integrated platform with context awareness using location, user, application, and device information.
DC4G business development manager, Damien Martyn, said retailers were looking to use indoor location and proximity marketing to find out more about customers.
"Retailers are also looking to deliver in-store offers to mobile users based on where they are in the store, which can be redeemed at existing Point of Sale infrastructure," Martyn said.
"Today, retailers are missing a significant opportunity if they aren't looking to offer proximity-based services tied to local inventory and, ultimately, their own in-store mobile advertising networks.
"We are using Australian-developed technology with the Eagle Eye Solutions mobile marketing issuance and redemption engine to deliver a first-of-its kind retail solution."