Telecoms giant BT has partnered with wifi and data analytics firm Purple to extend its wifi offering for business customers.
Manchester-headquartered Purple allows businesses to monitor customers’ shopping patterns for targeted messaging, providing companies with guest wifi solutions, wifi analytics solutions, wifi marketing solutions and wayfinding technology.
The multi-year partnership will enable BT to provide high-street businesses with customer insight, tracking and analytics relating to footfall and user behaviour.
“This additional insight will help BT’s wifi customers deliver tailored and targeted communications and better engage with their users, increasing customer satisfaction, loyalty, and footfall,” BT said.
Bruce Cuthbert, BT director of connectivity and commercial sport, said: “Our partnership with Purple will give businesses, and particularly those in the retail, on-trade, F&B and leisure sectors the opportunity to take their wifi service to the next level.
“These new features will help all manner of bricks and mortar businesses to connect with their customers in the online world and turn insight data into smarter marketing and profitable customer communications.”
BT said the partnership will see its wifi services incorporate “advanced customer engagement capabilities” from early next year.
Purple CEO Gavin Wheldon added: “We’re delighted to have agreed this partnership with BT.
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“Bricks and mortar businesses are being placed under increasing pressure by digital businesses, and we look forward to working with BT and their customers to help take advantage of the insights available to them and ultimately engage with their own customers in a more meaningful and profitable way.”
The announcement comes one month after Purple announced it has acquired US wayfinding business LogicJunction in a majority stock deal, which it said would “enhance the Purple portfolio”, allowing the tech firm to bolster its “intelligent spaces” proposition.