ShopperTrak also provides clients with a more advanced "interior analytics" service, which involves anything from placing the counting devices in specific sections of the store to using a customer's bluetooth to follow their movements around the store.Įuclid's announcement is significant, however, because it is currently the only offline customer analytics platform available for free – and this provides it with a strong competitive advantage.Įuclid wants to lower the barriers of entry so there's no longer a reason for businesses not to implement their technology. The aim: if managers can predict the number of shoppers at any given time, they can ensure that there are an adequate number of staff. The first is their "managed service", which counts the number of shoppers in a store at any given time through small devices placed at the entrance and exits to stores. ShopperTrak provides two main services to clients. "When you look at something on the web, you get ads that pop up and follow you around – companies like that have much better advantage over bricks-and-mortar retailers and so they're under more pressure to equalise the playing field," ShopperTrak's chief executive Kevin Kearns told the Guardian. These companies all argue that retail analytics only balances the scales, as online retailers have been doing this for years. There are a number of companies competing in the retail analytics space, such as ShopperTrak, Retail Next, Nomi and Prism Skylabs. Retailers will also be able to compare trends over time, which, for example, could be used to monitor the efficacy of a particular marketing campaign. The announcement means that any retailer – from a local coffee shop to a large department store – will be able to implement an analytics package to receive information such as footfall outside the store, engagement (how long customers spend inside stores) and whether customers are repeat shoppers, at no cost.
One firm, the California-based analytics firm Euclid, is hoping to encourage wider take up of tracking technology by offering Euclid Express, which offers retailers a free analytics solution for brick-and-mortar shops.
In this scenario, Fairson's is imaginary, but this technology is very real. If more people have gone up this week, they'll probably conclude that the marketing banners that they put up towards the beginning of the week are working.
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