Walkbase, Samsung Form In-Store Analytics Partnership

In London, shopper analytics specialist Walkbase has partnered with Samsung to provide in-store analytics to retailers who use the electronics giant's digital screens.

New Walkbase advertising technology has been embedded in Samsung's in-store signage to provide a platform which anonymously analyses customer behaviour through Wi-Fi signals from smartphones. The tool creates shopper profiles based on the paths customers take, what they look at, and when they arrive, and targeted ads can then be delivered on digital signage in-store. Analytics can also be fed into marketing and content management systems, to allow the campaign to be constantly updated.

The two firms say they are already in discussions with several major retail and food brands that are keen to implement the proposition.

Adrian James, UK Managing Director at Walkbase, comments: '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'.

Web sites: www.walkbase.com and www.samsung.com .