Startup Tracks Store Visitors Using Smartphone Signals
A new startup gathers detailed data on brick-and-mortar stores' visitors, coming up with statistics that are reminiscent of what websites already track.
A new startup hopes to give brick-and-mortar stores some of the same traffic statistics that online shops already have, MIT Technology Review reported. The new system, called Euclid, records anybody carrying a smartphone or tablet by recognizing the signal such devices give off when they recognize the store's Wi-Fi.
Euclid's tracking gives storeowners data such as how long people linger in the store, how many people visit the store repeatedly and what percentage of passersby come in. Of course, websites already have such numbers — and more — gathered from online cookies. Physical stores' visitor data are often much less sophisticated, however.
"Most stores are still using clipboards and clickers," Scott Crosby, Euclid's chief operating officer, told Technology Review. Crosby previously worked on creating Google Analytics, a service that gives website owners detailed visitor statistics.
Crosby gave some examples of how Euclid clients are using their newfound data. One client, which Crosby didn't name, found that mailing out catalogues doesn't make a dent in store visits. (We can't wait until more stores realize this.)
Euclid will have to compete with other store-tracking technology, including store loyalty apps, video monitoring and pressure mats and infrared sensors at the door.
Technology Review has more info on how many companies use Euclid's software, plus how to opt out of Euclid's tracking.
Source: MIT Technology Review