In November, it became known that shoe retailers Tervolina, Alba and Svetski will use the Retail Instruments tool to analyze visitor behavior in their retail stores. The technology was developed by NPO Analytica and involves tracking visitors using the signals of their smartphones. The principle of collecting data about visitors is to scan the retail space and the area at the entrance to the store for gadgets with an activated WiFi function.
The system is able to recognize and remember the MAC address of the device, determine the signal strength, time spent in the visibility zone of such visitors and provide the retailer with statistics on more than 30 parameters. Moreover, all the data collected is anonymized and in no way connected with the personal information of the gadget owner. The creators of the program say that the representativeness of the sample on implemented implementations was 17-22%, and in some cases reached 50% with free WiFi, so the results are reliable.
“The Retail Instruments solution has already successfully proven itself in almost two dozen retail chains,” comments Mikhail Mogilevsky, General Director of NPO Analytica. - With each retailer, we jointly formed the most interesting analytical blocks, expanded and customized reports, provided primary consulting. All this allows us today to offer a thoughtfully designed and finished product ”. Retailers using the solution say they use Retail Instruments to analyze parameters that are not covered by other analysis tools. “It is important for us to get measurable indicators of advertising efficiency, and in many cases the capabilities of sales analysis do not give a complete picture of what is happening,” says Stanislav Koloskov, Marketing Director of ALBA and SVETSKI.