The retail network of OLDI began to monitor buyers on Wi-Fi

The retail network of OLDI electronics implemented the WiFi-analytics system on the Retail Instruments platform, representatives of the NPO Analitika company which developed this system told TAdviser in June, 2014.

The principle of work of the solution consists in scanning of space in outlet and around it regarding detection of any devices equipped with Wi-fi for what in shops the special sensors connected to the Internet are installed. A system collects the MAC addresses of mobile devices of buyers - unique identifiers of each device, and then these data are processed, and the retailer sees the aggregated statistics – behavior of visitors of shops.

OLDI shops work in Moscow, St. Petersburg, Yekaterinburg, Novosibirsk and Vladivostok

OLDI expect that using information on patterns obtained from a system in behavior of visitors, its management will be able to estimate in a complex efficiency of personnel, efficiency of the carried-out marketing actions and also to understand trends of change of a share of the people who came into shop from the general flow.

"Trends in behavior of visitors who it is possible to see only by means of the systems of a class of wireless analytics have the strongest impact on efficiency of shops: how did changes in the calculation affect time which visitors spend in shop? How did change of a show-window affect percent of the visitors who entered into shop? What of advertizing campaigns was really effective? It is just that circle of questions on which we will be able to find measurable answers using Retail Instruments", -Denis Smirnov explains OLDI retail genirektor.

He added that on the basis of the Wi system - Fi - analytics the company made the decision to start service of communication with the loyal, returning visitors. It will provide an opportunity to come into contact with those who already were in OLDI shops, and want to receive the special personified offers at the time of the next visit to one of shops of network.

In turn, believe in NPO Analitika that the project of communication with the returning visitors at the time of their visit to shop, certainly, is designed to increase overall effectiveness of work of all network.