RetailNext Buys Opt-In Wi-Fi Analytics Specialist

In-store analytics specialist RetailNext has acquired San Mateo, California-based Nearbuy Systems, which provides location-based Wi-Fi Analytics solutions for retailers.

Nearbuy bills itself as 'the largest provider of in-store opt-in analytics', helping retailers enhance one-to-one engagement and personalization strategies. Its technology builds on retailers' existing Wi-Fi infrastructure, giving clients a single view of customer behavior across multiple channels and the chance to influence purchases while customers are in-store, via personalized campaigns.

RetailNext says it will fully integrate Nearbuy's technology and team into its brand, giving it 120 employees worldwide and an expanded global partner network including guest Wi-Fi leaders Motorola Solutions and AT&T; enabling it to integrate its platform with more Wi-Fi infrastructures; and add browsing analytics functions, patents and customers.

Nearbuy CEO Bryan Wargo says: 'We are thrilled to join the RetailNext team where we can contribute to building the most advanced in-store analytics platform for retailers around the world.' His opposite number at RetailNext isAlexei Agratchev, who comments: 'RetailNext has invested more than $25 million in R&D to deliver ecommerce-style analytics to physical stores and shopping centers... By incorporating an industry leading opt-in guest Wi-Fi Analytics platform and the deep mobile expertise of the Nearbuy team, RetailNext can offer retailers a proven, measurable and best-practice way to collect and analyse every aspect of data needed to gain a complete view of what happens in their stores.'

Web sites: www.retailnext.net and www.nearbuysystems.com .