Through a special arrangement, presented here for discussion is an excerpt of a current article from Convenience Store Decisions magazine.
BP North America has turned to network management company HarborLink Network and Wi-Fi services company Ruckus Wireless to offer a next-generation Wi-Fi service for free at 50 BP sites nationwide. Dubbed "Smart Wi-Fi," the wireless service offers a hopped-up hotspot called a Smartspot, which Ruckus Wireless said is a more sophisticated version of Wi-Fi in that it offers enhanced multimedia support, extended signal range, increased reliability and remote management capabilities.
If it's well received, the service could be rolled out at additional BP locations, said BP Spokesman Scott Dean.
Retailers across the board are adding Wi-Fi as another way to attract customers, but HarborLink President Rick Tangeman said conventional Wi-Fi service isn't passing muster these days, given the vast array of mobile devices in consumers' hands.
BP wanted a Wi-Fi system that was not only affordable but easy for dealers to install. HarborLink and Ruckus set up a system that is essentially plug-and-play. Ruckus Wireless has a ZoneFlex Smart Wi-Fi system that allowed HarborLink to create the Wi-Fi package so it could be sent to BP-branded dealers and installed in a matter of minutes.
HarborLink and Ruckus' advertising-based turnkey system is run off both companies' platforms. It allows for customized content, full-motion video and user-specific ads to be inserted in pages based on a site's geographic location, which means BP dealers and franchisees can promote in-store specials in addition to offering the service.
"It's another way for us to provide customers with added convenience and make BP their store of choice," Dean said.
BP dealers can voluntarily opt into the program, but they must pay a one-time rental fee for the necessary equipment, which includes a year of service, help desk support and other offerings.
Discussion Questions: What do you think of free Wi-Fi as a traffic driver for convenience stores and gas stations? To what degree can it also work as a marketing tool for other retail formats?