News

Wi-Fi analytics integrating with digital signage for data-driven in-store marketing

In-store analytics and marketing provider Walkbase and electronics and display manufacturer Samsung have announced a joint proposition to provide in-store analytics to retailers using Samsung digital signage screens.

October 1, 2015

In-store analytics and marketing provider Walkbase and electronics and digital signage display manufacturer Samsung have announced a joint proposition to provide in-store analytics to retailers using Samsung digital signage screens.

The partnership was announced recently at a U.K. launch event held at the Finnish Ambassador's Residence with big-brand retailers including Ted Baker and Dune and Walkbase customers in attendance. Speakers at the event included Tuomas Wuoti, CEO at Walkbase, and Alex Hanson, director of retail at Topshop.

New Walkbase Advertising technology, together with Samsung's in-store digital signage, is designed to transform how retailers, particularly supermarkets and shopping centers, operate in-store advertising and sell it to retail brands, the companies said.

The platform anonymously analyzes customer behavior through Wi-Fi signals from customer smartphones. It provides insights including the paths customers take, what they look at and when they arrive form the basis of behavior-based shopper profiles.

The profiling data is then used to sell advertising on in-store digital signage based on the profiling information, giving control back to the retailers on how they sell their digital media, according to the announcement. On-going analytics can be fed into marketing and content management systems, allowing the campaign to be constantly updated to ensure maximum impact, the companies said.

"Our technology exists to enable retailers to understand their shoppers' behavior far better when they enter a store," said Adrian James, U.K. managing director at Walkbase, in the announcement. "With Wi-Fi analytics, we can accurately measure ad impressions, such as how many people see an ad at any given time, and what were the subsequent behavioral patterns within the entire store. This means we can give retailers more granular data than ever before, helping them to understand how the in-store experience impacts conversion and to tailor advertising accordingly - creating the ultimate personal experience for the customer."

The companies said they already are in discussions with "several major retail and food brands that are keen to implement the proposition."