AMP Capital’s Macquarie Centre, Mt Ommaney and Pacific Fair turned on free Wi-Fi in the weeks preceding Christmas and found it increased the customer’s shopping experience.

According to Gabrielle Salter, AMP Capital Shopping Centres national customer experience manager, the centres experienced rapid uptake for very little effort.

The project was rolled with the assistance of digital platform developer DC4G.

“Our Retail Free Wi-Fi proximity marketing platform is driving in-store behaviour for many retailers. The rapid penetration and increasing capability of smartphones and how they are becoming the personalised communication device of choice means that mobile is the channel traditional and online retailers need to be focused on,” Jackson Martin, DC4G head of user interaction, said.

The free Wi-Fi served up over 250,000 requests over since late November 2012. The results showed there was a raging war between iPhone and Android platforms but not Windows. Top sites that were visited included iTunes, Google, Amazon, Facebook, YouTube and Viber.

“The Wi-Fi service is all about promoting the venue and the retailers within the radius we operate in. One of the most encouraging things we are experiencing when we deploy these services is the amount of location based requests we see,” Martin said.

“For instance, our venue partners websites such as Macquarie Centre consistently rated in the top 30 list of sites visited by Wi-Fi users.”