Tervolina will keep track of behavior of buyers on smartphones with Wi-Fi

In October, 2013 the NPO Analitika company began system implementation of the analysis of behavior of visitors based on the Retail Instruments platform in network of salons of the European Tervolina footwear. With its help the management of retail chain stores expects to obtain statistical data for efficiency analysis of work of shops.

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 will be installed. A system collects the MAC addresses - unique identifiers of each device, and then these data are processed, and the retailer sees only the aggregated statistics – behavior of visitors of shops.

It is supposed that the solution will allow the management to receive answers to questions, how many visitors passed by, what is the time buyers will see off in shops what attractiveness of a new show-window — whether the bigger percent passing by how many people left without purchase and others managed to attract shop.

The development director of NPO Analitika Olga Gubareva told TAdviser that in the summer of 2013 in the Russian retail about two tens similar implementations started - mainly, in shops of footwear, clothes and accessories, but there are also projects in the field of home appliances and electronics, cosmetics and cellular retail. Names of these brands in the company do not open yet.

"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", - Olga Gubareva says.

In the western retail networks similar projects started only in 2012 - while penetration of smartphones with Wi-Fi became rather representative, the development director of NPO Analitika adds.

According to NPO Analitika on the basis of already executed projects in points where are available also this from normal counters of visitors, 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 strongly increases.

Believe in the companies 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.