Customer Tracking Using WiFi and Beacons Should Be Dead in Retail

M. Fratto
M. Fratto

Summary Bullets:

  • WiFi and Bluetooth beacons are inconsistent trackers that can tell retailers little more than ‘some device was somewhere in this vicinity for a period of time.’
  • Beacons and RFID on products open up more opportunities for many benefits, including increasing customer touch and understanding their shopping habits.

The National Retail Federation’s 2017 Big Show in New York was a cornucopia of everything retail, from smart displays to supply chain management to social media analytics. One overall theme I kept hearing was how retailers want to enhance the shopping experience with customers and ultimately sell more products. Online retailer sites like Amazon and Best Buy can gather a wealth of information about user behavior and feed that data back into their analytics to track product performance and make recommendations to customers based on past behavior and the behaviors of similar customers. Brick-and-mortar stores don’t have that advantage and are desperately trying to learn more about the buyer and increase sales. Continue reading “Customer Tracking Using WiFi and Beacons Should Be Dead in Retail”