Huawei Wi-Fi Solution Boosts UniEuro’s ROI

Background

UniEuro is one of the top three Italian retailers in home appliances and digital products. Since 1967, it has developed into a well-known European chain enterprise of electric appliances, following the business principle of “Excellence and Achievement.” Consumers have been impressed by its high-quality products, abundant choices, and professional service.

Challenges

With the development of mobile Internet and smartphones, Internet access anytime, anywhere has become an accepted lifestyle. According to Mobidia, Wi-Fi networks carry about 70 percent of the world’s data traffic on smartphones. The proportion reaches 80 percent or even higher for indoor scenarios. Free Wi-Fi service is indispensable almost everywhere; therefore, more shopping malls and supermarkets hope to use it to attract customers and improve service satisfaction. Free Wi-Fi in these scenarios, however, faces the following challenges:

As one of Italy’s top three shopping malls and supermarkets, UniEuro is always committed to providing customers with stable, high-quality free Wi-Fi service; therefore, the retailer required a Wi-Fi solution that could achieve 100% coverage, eliminating any signal interference between APs on the same floor and neighboring floors.

Customers should be able to easily access the Wi-Fi network to enjoy high-speed Internet service, even in densely populated scenarios. Additionally, UniEuro needed to leverage the Wi-Fi network to serve the enterprise itself. Accurate STA locations, device models, and other information gathered from the Wi-Fi network would be integrated with a professional third-party retail analysis platform for customer archiving and analysis. Based on the analysis result, UniEuro could trace the efficiency of marketing strategies and advertisements. The Wi-Fi network would become an online-offline integrated marketing tool as well as an open platform, which could be integrated with professional third-party retail analysis platforms.

Solution

After intense research, Huawei’s commercial Wi-Fi solution for shopping malls and supermarkets was selected as the Wi-Fi network provider for UniEuro. Huawei won UniEuro’s trust for its high-performance APs, professional automated network planning tool, eSight location engine, and open architecture.

Benefits

Huawei’s commercial Wi-Fi solution for shopping malls and supermarkets improves advertisement delivery efficiency and marketing quality. Free Wi-Fi service has become a marketing tool with a high ROI, evolving from a burden to a Value-Added Service (VAS) for UniEuro.