Wireless analytics in the Russian retail

Technology

The principle of work of the systems of wireless analytics consists in scanning of space regarding detection of any devices equipped with Wi-fi for what in points of data collection – for example, in shops or shopping centers, the special sensors connected to the Internet are installed. A system collects the MAC addresses - unique identifiers of each mobile device, and then data on their basis on movement of visitors are processed, and at the exit statistics in a schedule type, tables, etc. is issued.

Suppliers of similar solutions note that systems do not collect personal data of people from mobile devices, such as phone number, name, surname, age or floor.

Features

To retail stores of a system of wireless analytics can help to estimate attractiveness of show-windows for buyers, efficiency of marketing and advertizing campaigns using monitoring of their influence on behavior of visitors. Besides, they allow to perform monitoring and to carry out comparison of key indicators of activity of shops of network and to reveal the best shops and also to create the best practices, to measure consumer traffic and trajectories of the movement of buyers in real time.

Shopping centers, in turn, can use such systems for the analysis of routes of visitors and improvement of navigation, optimization of work of operational services due to its synchronization according to flux profile of visitors and also the analysis of that how often visitors what share of loyal among them and to reveal patterns of loyal behavior come to shopping center.

The systems of wireless analytics monitor movement of buyers on smartphones and tablets with the included Wi-Fi

Level of a scope of visitors

One of the questions connected with efficiency of use of the systems of wireless analytics is the level of a scope of visitors: with Wi-Fi all have mobile devices not, and that who have them, not always to hold Wi-Fi included.

One of suppliers of such solution -NPO Analitika - based on data from already executed projects in points where are available also this from normal counters of visitors, claims that the percent of people with the included Wi-Fi on smartphones in shop on the street, depending on its remoteness from the subway, popularity of the place and other parameters, makes about 15%-18% of total number. In shopping centers this indicator is slightly higher – 20%-35% and if the cafe is near permanent free Wi-Fi, the percent of visitors with constantly included Wi-Fi significantly increases.

Believe in NPO Analitika that such selection, anyway, is rather representative for change tracking and understanding of trends and also is tens times higher than representativeness of normal polls in shops and call-downs using call centers".

The Watcom Group company which is also representing service of wireless analytics estimates a scope of visitors at its use as "average". The first results of testing showed that 45-53% of all visitors of shopping center are traced.

Comparing wireless analytics to the video analytics providing a high scope brings such advantages of the first into Watcom Group as lower cost of installation and system maintenance, an opportunity to count the number of unique buyers and to obtain some data on their interests and out of shop or shopping center.

The interface of service of wireless analytics Shopster Analytics from Watcom Group

The first offers and projects in Russia

In the Russian market the NPO Analitika company began to lay to one of the first a track in the market of wireless analytics. In October, 2013 in the company told TAdviser that in the summer in the Russian retail "about two tens" of similar implementations - mainly, in shops of footwear, clothes and accessories started. Names of these brands in the company did not begin to open, except for one – retail network of the Tervolina footwear.

"Now early to speak about demand assessment because of the novelty of such opportunity and novelty of the solution of such class, but among large retailers we already note very high interest in the solution which can "enrich" with data any existing system of a business intelligence of the company", - the development director of NPO Analitika Olga Gubareva says.

In October, 2013 announced inclusion in a line of the products and services of solutions of wireless analytics also to Corus Consulting. The company told TAdviser that will propose to customers several solutions of different European vendors.

Vyacheslav Kogan, the director of business development of the directions E-Commerce, Loyalty & Mobility "Corus Consulting" notes that the level of use of such systems in Russia - so far only at the level of pilot projects and predicts on them great demand.

"We constantly communicate with the persons accepting resheniya - top managers of the retail companies - and we know their requirements. This point, very quickly implemented solution yielding result next day after signing of the contract. Such solutions waits for modern Russian retail", - Kogan says.

In October, 2013 it was announced also an output to the market of service of wireless analytics by the Russian company Watcom Group. Its testing began in two shopping centers in Moscow: "Viv!", located in Butovo, and Pike - at the Shchukinskaya metro station.