MOTIVI begins to monitor buyers on Wi-Fi in Moscow and St. Petersburg

In Motivi and Fiorella Rubino women's clothing shops in Moscow and St. Petersburg belonging to the Italian Miroglio Group the project on implementing solution for wireless analytics of Retail Instruments started. On November 22, 2013 reported about it to TAdviser in the NPO Analitika company which is the developer of this product.

Retail Instruments will scan space in shops regarding detection of the smartphones and tablets equipped with Wi-Fi-modules for what in points of data collection the special sensors connected to the Internet should be installed. A system will collect the MAC addresses - unique identifiers of each mobile device, and then data on their basis on movement of visitors will be are processed and to be provided to the customer in the form of statistics presented by diagrams, tables, etc.

It is expected that the new solution will allow the management of retail network to measure trends of behavior of visitors of the shops. The CEO of Miroglio Group in Russia Alexey Smirnov notes that the wireless analytics gives absolutely new data for efficiency analysis of retail chain stores.

The buyers who did not turn off Wi-Fi in the devices before visit of MOTIVI shops in Moscow and St. Petersburg will become a part of statistics for the management of network.

"Deeper studying of behavior of visitors – what is the time visitors will see off in our shops what advertizing or changes in show-windows attracted the bigger number of visitors of rather general flow in shopping centers and how often the same visitors to us come - all this possibly to see only using the systems of a class of wireless analytics", - he says.

The local company management expects that obtaining new analytical data should have an impact on many areas of its activity – to increase efficiency of a sales personnel, to affect advertizing efficiency, calculations, uses of floor spaces and also overall effectiveness on each of shops.

Add to NPO Analitike that one of important points for Miroglio Group also is understanding of "intersection" of audience between several brands that it is possible to receive using wireless analytics.

In October, 2013 the company announced implementation of similar projects in networks of footwear Tervolina and ALBA. In the same month testing of similar service of wireless analytics from other company – Watcom Group - began in two shopping centers in Moscow: "Viv!", located in Butovo, and Pike - at the Shchukinskaya metro station.