In Inventive Retail Group the system of WiFi-analytics is implemented

Inventive Retail Group, the retail group integrating networks of the specialized shops selling products of leading manufacturers of digital electronics of children's and sports goods and NPO Analitika company announced in May, 2018 system implementation of analytics of behavior of visitors in shops of group.

The system of analytics the first time was tested by the company in the summer of 2017. Within the experiment in several shops special WiFi the sensors of NPO Analitika company allowing to monitor movement of users with smartphones with the included WiFi was set. The purpose of an experiment was to learn better to understand ways of the movement of the client between different sales channels.

The WiFi-analytics allows to analyze behavior of visitors of shops in real time, providing to the retailer the unique instrument of increase in efficiency of different business processes. The technology of NPO Analitika gives an opportunity not only to connect online and offline the world that opens boundless opportunities for advertisers, but also to measure actually, advertizing on the Internet is how effective actually.

The basis of technology of NPO Analitika is formed by the analytical platform able on wifi signals from smartphones of visitors of shops to develop automatic recommendations about improvement of different business processes of retailers. In outlets the special sensors transferring data to a cloud are installed, and the retailer gets an information access about a status of flows of visitors in shops in real time using intuitive deshbord. Information is completely aggregated and anonymized, no personal data are collected and not transferred.

The technologies of NPO Analitika combined with opportunities of platforms for advertizing targeting online allow to target such advertizing on any segment of visitors of certain physical locations.

Using the system of NPO Analitika the company is also capable to enrich the CRM system, accumulating a new layer of data on those who are already registered in the loyalty program. At the moment there is several possible use of this mechanism – from hyper local communication to deeper analysis of how loyal buyers what intersection of audiences of different brands behave. A system allows to understand not only how and when buy in shops, but also how and when in them do not make purchases, even being some time in shop.

'A system from NPO Analitika is also integrated with the loyalty program of RightWay used by Inventive Retail Group', - the partner of the company Maxim Zaheer says, the CEO of OMNI LANIT company, - 'The customer actually has an opportunity to target communications online and to personify offers in real time that, certainly, is the additional driver of sales offline.'

A system allows to receive this picture from NPO Analitika as behavior of visitors of shops, and what real effect advertizing campaigns online have on behavior in offline. During some advertizing campaigns "zakhodimost" in shop (conversion of a show-window) among seeing advertizing raises many times rather average level of "dokhodimost" that allows to leave directly during an advertizing campaign only those classroom segments which really bring visitors from online in offline.