What if retailers could measure visits to their physical stores in the same way that Google Analytics tracks visits to e-commerce sites? Now they can, by leveraging the latest ubiquitous technology: Wifi-enabled smartphones.
Since most owners leave their phone’s wifi switched on, their whereabouts can be sensed by triangulating the wifi pings their phones emit when looking for nearby networks. A store’s wifi access points can be reconfigured to track and analyse these pings — and thus measure aggregate customer behavior in a physical environment.
[…] → Digital’s final frontier: Tracking the customer journey through retail space