The Where and When of Wi-Fi
Even when customers aren’t connected to the guest wireless network, their devices are constantly sending signals to find available networks. The strength of these signals can be used to triangulate the location of the device much like how GPS satellites function. Armed with this data, retailers can track the movement of every customer who enters the store without necessarily knowing the customer’s identity.
SageNet Wi-Fi location analytics applies a series of advanced algorithms to this data to provide insight into the behavior of individual customers and larger trends over time. Retailers can distinguish people that walk by the store and those that actually enter. They are also able to determine which sections of the store a customer visits, when they visit, in what order, and how much time they spend at each stop.
Tracking the Customer Journey
Advanced heat-mapping technology can also help a retailer determine not only which areas of a store receive the most traffic, but where customers are spending the most time engaging products and services. Path clustering can indicate different customer journeys, allowing retailers to focus marketing and operational efforts to improve their experiences. Points of interest can be used to assess the level of engagement with in-focus products, marketing collateral, or displays experience. When combined with point-ofsale data, location analytics can help retailers determine the impact of store layouts on sales and profits.
Wi-Fi location analytics also allow retailers to test different strategies to determine what works best. It allows them to visualize activity, showing where customers spend their time during different parts of the day. Retailers can compare and analyze behavior based on a number of factors, such as layout, promotions and staffing levels.
SageNet offers sophisticated guest Wi-Fi solutions that provide advanced tracking and analytics and integration with other applications. A consultative approach to design and implementation ensures that retailers get the right solution to meet their IT and marketing requirements and give them that competitive edge.
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