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Retailers can now use Samsung’s digital displays to track in-store customer behaviour

Retailers that use Samsung’s in-store digital signage will now be able to analyse customer behaviour through Wi-Fi signals from smartphones.

Samsung wants to offer retailers insights on the paths customers take, what they look at and when they arrive to the basis of behaviour-based shopper profiles. The anonymised profiling data is then used to sell advertising on digital signage in-store, giving control back to the retailers on how they sell their digital media.

It comes as the result of a partnership with Walkbase, an in-store analytics provider. Topshop is already using the tool, while it could soon be on the agenda for Ted Baker and Dune.

“Our technology exists to enable retailers to understand their shoppers’ behaviour far better when they enter a store” explained Adrian James, UK managing director at Walkbase.

“With Wi-Fi analytics, we can accurately measure ad impressions, such as how many people see an ad at any given time, and what were the subsequent behavioural patterns within the entire store. This means we can give retailers more granular data than ever before, helping them to understand how the in-store experience impacts conversion and to tailor advertising accordingly – creating the ultimate personal experience for the customer.”

Samsung and Walkbase said they are already in discussions with several major retail and food brands that are keen to implement the proposition.

Jennifer Faull

The Drum senior reporter Jen Faull provides news and insight on the latest developments in retail and FMCG.

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