Walkbase’s Wi-fi Data Network To Power Analytics For Samsung’s In-Store Digital Screens
Topshop regional controller Alex Hanson notes that Walkbase’s analytics helped him amend business hours at one of his locations.
Retail analytics platform Walkbase is extending its partnership with Samsung’s Out of Home digital ad network to supermarkets and shopping centers as the two partners continue to build scale for their respective platforms based on proximity marketing.
For retailers that make use of Samsung’s digital signage, Walkbase will provide insight on customers’ actions based on data collected from their use of in-store wi-fi. Walkbase will track the paths customers take through the store, at what parts of the store do they dwell the longest, what times of day they are likely to arrive, and how long the average visit is.
Like most major purveyors of ambient analytics, Walkbase is careful to remind observers that this information is gathered “anonymously,” targeting only portable devices advertising IDs, and not accessing consumers’ personal details.
“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,” said Adrian James, UK Managing Director at Walkbase. “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 analytics gained from that information is also valuable to the retailers managing their customer flow. Alex Hanson, regional controller for Topshop, who was also in attendance, spoke about how Walkbase’s information helped him to amend business hours for one of Topshop’s locations to better match the data.
“For the first hour of the day we did have sales, but the data showed that the conversion rate was very low. So we changed the opening hours to more effective times,” Hanson said. He also mentioned that Walkbase’s analytics meant he didn’t have to turn his team into “a bunch of data miners,” since they had access to data gathered by a third party.
Hanson noted that the program could be very effective in large department stores, and Walkbase said in a statement that they are already in “discussions with several major retail and food brands that are keen to implement the proposition.”