To feed the rapturous increase of smartphone wielding shoppers, Sanctuary Lakes Shopping Centre in Point Cook Victoria have turned on free Wi-Fi.

Victoria Tuck, Sanctuary Lakes Shopping Centre centre manager, said retail free Wi-Fi has matured so much in recent years that it is driving in store behaviour for many retailers.

“We experienced a completely explosive take up rate for very little effort. The amount of bandwidth consumed, utilisation and rich analytics we’ve experienced through the service thus far has been incredible and great for our retailers and shoppers,” she said.

The centre worked with DC4G to provide the free Wi-Fi to its customers, which now servers up over 20,000 requests.

Damien Martin, Wi-Fi evangelist at DC4G, said mobile devices are the channel traditional and online retailers need to be focused on.

“The Wi-Fi service is all about promoting the venue and the retailers within the venues we operate in,” he said.

“One of the most brilliant revelations we are experiencing when we deploy these services is the amount of location based requests we see. For instance our venue partners websites such as Sanctuary Lakes consistently rate in the top 30 list of sites visited by WiFi users.”