Reach visitors at the exact moment they are most likely to act
Most marketing reaches customers before or after their visit. The moment of highest purchase intent, when they are physically inside the venue, goes largely untouched. WILAS Location-Based Push Marketing, part of the Wireless, IoT, Location & AI Suite, changes that: it delivers personalised messages to verified on-site visitors in real time, triggered by where they are and how long they have been there.
Your highest-intent audience is inside the venue, and you are not speaking to them
Organisations spend significant budgets reaching potential visitors through digital advertising, email, and social media. These channels are effective for awareness and consideration. But none of them can reach a visitor who is already inside the venue, standing near a tenant's entrance, with time to spend. That moment, the most commercially valuable moment in the customer journey, is where most marketing strategies go silent.
Campaigns are timed to schedules, not behaviour
Scheduled broadcast messages go out to all visitors regardless of where they are in the venue or whether they are anywhere near the promoted tenant. The result is low relevance, low engagement, and poor redemption.
Tenants cannot act on foot traffic they cannot see
When visitor traffic builds in a zone, tenants have no mechanism to capitalise on it in real time. By the time they are aware of the opportunity, it has passed.
Campaign ROI is difficult to attribute
Without a direct link between message delivery, on-site presence, and conversion, it is nearly impossible to demonstrate which campaigns drove commercial outcomes and which did not.
What WILAS Location-Based Push Marketing delivers
Engagement at the point of decision
Messages are delivered when visitors are physically proximate to the promoted tenant or zone, maximising relevance and reducing the gap between offer and action.
Higher campaign conversion rates
Location-triggered messages consistently outperform time-scheduled broadcasts because they reach an audience that is already on-site and already in a purchasing context.
Zone and tenant-specific personalisation
Configure campaigns by zone, tenant, visitor segment, visit frequency, or time of day. A first-time visitor near a restaurant zone receives a different message from a returning visitor in the retail wing.
Measurable on-site campaign performance
Every message delivered is linked to a verified on-site visitor. Impressions, click-through rates, and redemptions are tracked and attributed with a level of precision that broad digital campaigns cannot match.
Tenant-funded campaign revenue
Mall and venue operators can offer location-triggered campaign slots to tenants as a managed marketing service, creating a revenue stream from the WiFi and WILAS infrastructure already in place.
Loyalty programme activation on-site
Trigger loyalty points reminders, tier upgrade prompts, and member-exclusive offers at the moment visitors are most likely to act on them, while they are present and engaged.
What the platform includes
Zone-triggered message delivery
Messages are sent automatically when a verified visitor enters a defined zone, dwells beyond a set threshold, or transitions between areas, without any manual intervention from the operator.
Audience segmentation and targeting
Target by visitor profile attributes captured at authentication, including demographics, visit frequency, loyalty tier, or prior campaign interaction history.
Multi-tenant campaign management
Manage simultaneous campaigns across multiple tenants from a single interface. Each tenant's campaign is scoped to their designated zones and audience segments with no cross-campaign interference.
Rich message formats
Supports push notifications, in-browser messages, SMS, and landing page redirects. Message format is configurable per campaign and per visitor device type.
Campaign scheduling and rules engine
Set campaigns to run within defined time windows, at specific occupancy thresholds, or in response to defined visitor behaviour sequences. The rules engine handles delivery logic automatically.
Real-time delivery and engagement tracking
Live dashboard showing messages delivered, opened, clicked, and redeemed, updated in real time. Per-campaign and per-tenant reporting available for operator and tenant review.
A/B testing and message optimisation
Run parallel message variants against matched audience segments to identify which creative, offer, or call-to-action performs best. Optimise campaign content based on verified on-site response data.
CRM and loyalty platform integration
Campaign response data feeds directly into connected CRM, CDP, and loyalty platforms. Visitor engagement history is updated in real time, enriching profiles for future targeting.
From on-site presence to real-time engagement
Visitor authenticated
Visitor logs in via WILAS Captive Portal, establishing a verified identity and capturing marketing consent
Location tracked
Visitor's real-time position in the venue is determined from WiFi access point signals as they move through zones
Trigger activated
Campaign rules engine evaluates the visitor's zone, profile, and behaviour against active campaign criteria
Message delivered
A personalised message is sent to the visitor's device, relevant to their location, profile, and the active campaign
Engagement recorded
Delivery, open, click, and redemption events are captured and attributed to the campaign and visitor profile in real time
WILAS Captive Portal is required as the foundation for Location-Based Push Marketing. Visitor authentication via the portal establishes the verified identity and consent basis that makes precise, personalised, PDPA-compliant message delivery possible. Organisations that have already deployed Captive Portal can activate Push Marketing without any additional infrastructure changes.
Applied across venues where on-site engagement drives commercial outcomes
Retail Malls
Shopping centres, lifestyle malls, and retail parks
Mall operators use WILAS Push Marketing to run a managed marketing service for tenants, delivering zone-triggered campaign messages to shoppers who are physically near each tenant's storefront. Tenants fund their own campaigns through the operator's platform, creating a revenue stream for the mall while giving tenants a direct channel to on-site visitors. First-time visitors, repeat shoppers, and loyalty members each receive messaging calibrated to their profile and current location.
Hospitality
Hotels, integrated resorts, and serviced residences
Hotels use location-triggered messaging to drive in-property spend across F&B outlets, spas, and recreational facilities. A guest who has spent time near the pool receives a message about the poolside bar. A guest approaching checkout is offered a late checkout upgrade. Each message is timed to the guest's actual behaviour rather than a fixed schedule, increasing both relevance and uptake.
Food, Beverage and Entertainment
Dining clusters, cinemas, and entertainment venues
F&B and entertainment operators use the platform to drive footfall to specific outlets during off-peak hours and to increase average spend during peak periods. Visitors who have been in the venue for more than a defined dwell threshold receive a targeted offer for a nearby outlet. Loyalty members approaching their next tier receive a points reminder timed to when they are most likely to make an additional purchase.
Transport Hubs and Commercial Precincts
Airports, ferry terminals, and mixed-use commercial destinations
High-dwell environments with captive audiences, particularly those with time to wait, respond well to location-triggered offers from retail and F&B tenants. Passengers with extended dwell in a departure zone can be targeted with time-sensitive offers from nearby outlets. Commercial precinct operators use the platform to drive cross-zone engagement, encouraging visitors to explore tenants beyond their initial destination within the precinct.
Replacing broadcast SMS with location-triggered campaigns, and doubling tenant engagement
Anonymised Case Study: Suburban shopping mall, Singapore. Multi-tenant Push Marketing deployment
The Situation
A mid-sized suburban mall in Singapore had been running a tenant marketing programme for several years, distributing promotional messages to its registered shopper database via scheduled SMS blasts. The campaigns were sent to all subscribers at fixed times regardless of whether recipients were in the mall, near the promoted tenant, or had any demonstrated interest in the offer. Open rates were modest, redemption was low, and tenants were increasingly questioning the value of their participation.
The core problem was structural: the campaign timing had no connection to actual on-site behaviour. A message sent at 11am on a Saturday reached shoppers who were at home, at work, or in a different part of the mall, not standing near the tenant's entrance ready to act.
The Deployment
WILAS Captive Portal was already in operation at the mall, providing an authenticated visitor database with marketing consent. WILAS Location-Based Push Marketing was deployed on top of the existing infrastructure with no additional hardware required. Tenant campaigns were migrated from scheduled SMS broadcasts to zone-triggered in-browser notifications, delivered only to verified on-site visitors in proximity to each tenant's zone. The mall's marketing team managed all campaigns centrally through the WILAS dashboard, with each tenant given visibility of their own campaign performance.
"Our tenants had been asking us to prove the value of the marketing programme for two years. Once we moved to location-triggered delivery, the numbers spoke for themselves. We went from defending the programme to having a waitlist of tenants wanting to participate."
Built on your existing WILAS foundation
Requires WILAS Captive Portal
Push Marketing is built on the authenticated visitor identity and consent framework established by WILAS Captive Portal. Captive Portal must be deployed and operational before Push Marketing can be activated.
No additional hardware required
Location signals are derived from the same WiFi access point infrastructure used by Captive Portal. No beacons, additional sensors, or hardware changes are needed to activate Push Marketing.
CRM and loyalty platform integration
Campaign delivery and engagement data flows directly into connected CRM, CDP, and loyalty platforms via REST API, keeping visitor profiles current across all systems.
Cloud-hosted or on-premises deployment
Available as SaaS with managed hosting or as an on-premises installation for organisations with specific data residency or security requirements.
PDPA compliance by design. Push Marketing messages are delivered only to visitors who have authenticated via WILAS Captive Portal and provided explicit consent to receive marketing communications. Consent scope, opt-out handling, and data retention are managed within the WILAS platform in alignment with Singapore's Personal Data Protection Act.
For organisations with WILAS Captive Portal already deployed, Push Marketing can typically be activated within two to three weeks, including campaign rule configuration, tenant onboarding, and integration testing. For new deployments starting from scratch, Captive Portal and Push Marketing are scoped and delivered together.
Frequently asked questions
What is WILAS Location-Based Push Marketing?
Part of the Wireless, IoT, Location & AI Suite, it delivers personalised messages to verified on-site visitors in real time, triggered by where they are in the venue and how long they have been there.
Does it require WILAS Captive Portal?
Yes. Captive Portal is the foundation. It establishes the authenticated visitor identity and marketing consent that make location-triggered, PDPA-compliant delivery possible.
How are messages triggered?
A rules engine evaluates each visitor's zone, profile, and behaviour against active campaign criteria, then delivers a relevant message to their device in real time.
Is it PDPA compliant?
Yes. It operates only on verified identity and marketing consent captured at authentication.
How long does it take to add to an existing WILAS deployment?
For venues already running WILAS Captive Portal, adding Push Marketing takes about two to three weeks, with no new hardware required.
Related WILAS platforms
Captive Portal
The required foundation for Push Marketing. Captive Portal establishes the authenticated visitor identity, consent framework, and visitor database that makes location-triggered, PDPA-compliant campaign delivery possible.
Learn more →Location Analytics (Intelligent Insights)
Provides the zone-level visitor behaviour intelligence that informs smarter campaign targeting, identifying where visitors spend time, when traffic peaks, and which zones represent the greatest engagement opportunity.
Learn more →TITAN IoT Command Centre
Extends the operational picture by combining location and campaign data with environmental and building system signals, enabling a unified view of venue performance across marketing and operations.
Learn more →Ready to see WILAS Location-Based Push Marketing in action?
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