> They certainly are making money if I come and eat ice cream knowing they have free WiFi that I can use, and leave (without buying ice cream) if the WiFi doesn't work for me.
The key thing is recognizing that the WiFi is closer to advertising rather than the product – the same situation might arise if they don't have enough chairs, the bathroom is out of order, etc. Just as you don't build out 2,000 seats just in case everyone wants to camp out, you don't want to invest more in the WiFi than the incremental percentage of sales lost.
The key thing is recognizing that the WiFi is closer to advertising rather than the product – the same situation might arise if they don't have enough chairs, the bathroom is out of order, etc. Just as you don't build out 2,000 seats just in case everyone wants to camp out, you don't want to invest more in the WiFi than the incremental percentage of sales lost.