When it comes to shopper insight, online retail has long had the edge when it comes to seeing how shoppers are moving around the virtual shop floor, what they are buying and how often they revisit a site. Wifi and beacons are changing all that.
With the introduction of both, physical retail now has the tools to readdress this imbalance. The footfall tracking capabilities of both technologies enable retailers to follow shoppers’ mobile phones as they move around from street to store.
Beacons’ promise of cost-effective, targeted, localised, personalised and timely messaging to shoppers in or before store has been exciting retailers. However, delivering communications direct to the mobiles of people on a shopping mission is only one of their uses. Because they can be used to triangulate shoppers’ positions and create a real-time store movement map, they are an unbelievably rich source of shopper insight and store data. Read More