GPT shoppers getting free wi-fi

GPT Group will offer free wi-fi to shoppers at its Melbourne Central and Casuarina Square retail centres in exchange for their data through a partnership with Australian retail analytics startup SkyFii.

GPT Group had previously rolled out the wi-fi offering at two of its other centres - MLC Centre in February this year and Rouse Hill Town Centre last August.

SkyFii’s technology tracks the movements and behaviour of registered and unregistered users through in-store networks.

Data collected through the company’s platform can be integrated with a client’s point of sale or CRM systems, while targeted messages can be sent to customers in real-time through wi-fi, SMS, email or app-based push notifications.

The data collected through the service will be anonymous in most cases.

“It allows [GPT] to provide a reliable, efficient and secure service to its customers by giving them access to a state-of-the-art wi-fi network. It makes shopping more pleasant and provides retailers with a key benefit for retailers being increased time spent in a centre,” Skyfii chief executive Wayne Arthur told itnews.com.au.

Wayne Arthur holds the prospect of rollouts across GPT's 16 shopping centres .

SkyFii, which was founded in late 2011, offers its services across Brazil, South Africa, Indonesia and Australia.