Why Your Pub Needs Free Wi-Fi (And How It Can Drive More Sales) 

So, why should you consider offering free pub Wi-Fi? Pleasing your customers isn't the only benefit. The right solution will also help you boost the average transaction value (ATV) and encourage longer visits. On top of that, you can collect valuable customer data to help bring them back again in the future. 

At Wireless Social, we’ve worked with hundreds of pubs to turn their Wi-Fi into a tool that not only meets customers' expectations but also supports business growth. In this article, we’ll explore why offering free Wi-Fi is a logical step, the benefits it brings to both your business and your customers and how to choose the right Wi-Fi solution for your pub. 

With nearly every venue offering free Wi-Fi these days, there’s a real risk of being left behind if your business doesn’t follow. Customers have come to expect Wi-Fi as a standard service when they walk into a pub and if you’re not providing it, you're not just falling short of common expectations - you could be missing out on a valuable opportunity to increase footfall and keep customers on the premises longer. 

And as Wi-Fi becomes a must-have in hospitality venues, it’s no surprise that we’ve seen a huge increase in its usage in pubs, too. We analysed pub Wi-Fi logins during the 2024 Super Bowl and found that there was a 105% increase in logins compared to the previous year. But what’s even more interesting is that we saw 40% more new users logging in during the Super Bowl compared to a regular day. It’s clear that Wi-Fi plays a big role in attracting new customers and boosting foot traffic, especially during major events. Our data also shows a 34% increase in marketable users during the Super Bowl compared to regular Sundays or Mondays which means that, in addition to drawing in more people, free Wi-Fi gives you an opportunity to collect customer data. 

Longer visits = higher sales 

Free Wi-Fi means your customers can stick around longer, whether they’re checking their socials or having a laugh with friends. When they’re able to stay connected and entertained, they’re not in a rush to leave. And the longer they hang around, the more they’re likely to order.  

A study by PathIntelligence found that increasing dwell time by just 1 percent leads to an average 1.3 percent increase in sales. To put this into a tangible benefit, let’s imagine a customer who decides to stay an extra hour. With an average bill of £30, this could mean an additional £3.90 in sales per person (1.3% of £30). Now, imagine you have 100 customers visiting each week - that’s an extra £390 in sales just from those extra few minutes.  

Our 2023 Wi-Fi login data per venue type shows that pubs, in particular, see some of the longest visits compared to other types of venues, coming in second only to coffee shops. Bars and food pubs also score highly, with customers staying longer than at most other venue types. 

More repeat visits 

Humans are fundamentally loyal creatures - when they feel like they’re at home in your pub, they’re much more likely to make it their regular spot. And as a pub owner you know very well how valuable those familiar faces are that keep coming back again and again. Your free pub Wi-Fi might be the missing element in helping get more people back, especially as it can be used to your advantage.  

In a survey we recently run, we asked if customers usually log into Wi-Fi when visiting a hospitality venue. 21% said ‘always’ and 47% said ‘yes, sometimes’. Imagine if, instead of just connecting to the Wi-Fi, your customers were greeted with an option to join your loyalty program – a simple strategy that can turn a casual visitor into a loyal fan.  

Data collection 

Expanding on the previous thought, if you integrate your pub Wi-Fi with your CRM system, you can take it a step further - and track their visits and preferences to send them personalised rewards that make them want to come back more often. Data is an asset to your business and Wi-Fi can be just another source of it – so why not use it?   

Supporting your events and promotions 

Though attracting new customers and increasing foot traffic might be the first things that come to mind when thinking about Wi-Fi, it's also a fantastic tool for promoting your events and specials. Many guest Wi-Fi providers, including Wireless Social, allow you to set up custom eye-catching splash landing pages for customers when they log into your Wi-Fi, showcasing everything from your upcoming events to happy hours and special promotions. Whether it’s live music or the next big game, you can use the login page to keep customers in the loop and remind them about what’s happening in your pub.  

And if you really want to take it to the next level, Wireless Social's Activate feature lets you add interactive gamification to the Wi-Fi login process. The Predictor feature allows guests to predict scores for games and events, turning their Wi-Fi experience into something fun and engaging. Winners can be rewarded with vouchers, encouraging them to stay even longer and increasing dwell time. 

Free promotion  

When people log in to your Wi-Fi, chances are they’ll be on their favourite social media apps and might be sharing what they’re up to, including tagging your venue or adding the location to their Instagram story. This digital version of word-of-mouth marketing can work as a free promotion for you, encouraging new customers to visit. You can think about incetivising this practice – again, your login page could have some instructions to tag & share or ever offer some reward for it – like discounts or competition entry. Alternatively, you can display QR codes with your social media accounts for people to access and follow.  

Choosing the best pub Wi-Fi solution involves balancing speed, reliability, security and customer needs. Here’s what to keep in mind to make sure you’re getting the best service for your business and your customers: 

• Speed and reliability: You need fast Wi-Fi that can handle a crowd, especially during busy nights or big events like a match. Go for a solution that can handle the demand, so everyone can stay connected without issues. 
• Full coverage: Whether it’s the bar, dining area or beer garden, your Wi-Fi should work everywhere. No one likes being cut off just because they moved to a different part of the pub. 
• Easy to manage: You’ve got enough on your plate, so pick a Wi-Fi solution that’s simple to set up and manage.  
• Easy to connect: ''Excuse me, what's the Wi-Fi password?'' - to avoid getting asked multiple times a day, have login QR codes on the tables or a login and password prominently displayed for the customers to see and make the connecting process as simple as possible for your guests (and your staff, too). With Wireless ONE, guests can effortlessly connect to Wi-Fi at over 7,500 venues within the Wireless Social network using just one account.  
• Security: Protect your customers’ data and make sure the Wi-Fi system has the right security in place, especially if you’re collecting information for loyalty programs or special offers. 
• Customer insights: When choosing your Wi-Fi provider, make sure they offer the ability to gather useful data about your customers, such as when they visit, what they like to order and how often they drop by.  
• Loyalty integration: If you can tie your Wi-Fi to a loyalty program - even better! You can offer your regulars discounts or rewards every time they log in, making them more likely to return. 

In today's digital and on-the-go world, staying connected is an expectation and a must-needed feature of any pub looking to stay ahead of the curve. From ensuring your guests have the best time in your venue and adding even more value to their experience, free Wi-Fi provides a host of benefits. And while keeping your customers happy and engaged, you gain the opportunity to collect data and boost sales, amongst many other advantages we've discussed in this article.  

If you're looking to take your pub Wi-Fi to the next level, Wireless Social is here to help. We provide simple, reliable Wi-Fi solutions that not only keep your customers connected but also give you the tools to engage them better, boost sales and build loyalty. With easy setup, secure connections and the ability to gather valuable customer data, it’s everything you need to make Wi-Fi work for your pub. 

Get in touch today to see how we can help you create a better experience for your customers and drive more business.