Starbucks' tech partner turns to lighting

THE ANALYTICS partner for big retail names including Starbucks and Walgreens is to focus on lighting as a platform for its advanced services, it has announced.

High tech US company Esri says it is teaming up with an indoor mapping firm to analyse the data collected by sensor-enabled overhead smart lighting systems and from opt-in mobile data from customers' smartphones.

This will enable its retail customers to track behaviours, using information including customer locations inside the store and items selected for purchase. The store can then tap into the data to improve customer assistance and position merchandise in the places most likely to attract purchases.


The company says that more than two-thirds of consumers use smartphones while shopping in brick-and-mortar stores and that retailers now have to deliver more relevant experiences by becoming more precise in how they interact with shoppers. ‘In-store location technologies provide opportunities for retailers to increase touch points in the aisle and on the shelf by delivering messaging and services in real-time based on a customer's location in the store’ it said. Studies show that the spatial customer behaviour analysis Esri provides can boost the probability of purchase by up to 70 per cent and increase basket size by up to 60 per cent for smartphone-enabled shoppers.


Esri enables retailers to access vast amounts of customer information while allowing the customers themselves to take advantage of advanced analytics, Gary Sankary, retail industry manager at Esri, told Lux. ‘With the widespread use of smartphones during in-store shopping, indoor mapping provides businesses with a tool to understand shopper behaviour and improve sales accordingly’.


‘Indoor-mapping initiatives and smart lighting systems, like other IoT implementations, have become more affordable and accessible – in fact, much of the technology can be integrated directly into the infrastructure of a brick-and-mortar store. Customers benefit by downloading mobile apps and opting in to shared-data environments that make the shopping experience more efficient and enjoyable’.


Esri is partnering with GISinc to analyse customer behaviour to help retailers increase sales. The spatial analytics technology specialist will integrate its spatial analytics platform with GISinc's indoor mapping capabilities to analyse Analysing customer choices and mapping go hand in hand, according to Sonny Beech, Internet of Things (IoT) business development manager at GISinc. Using ArcGIS analytics enables retailers to make more strategic decisions about where to place merchandise and in-store marketing materials based on spatial data.

 

    â–ª    The Connected Lighting in Retail conference – organised by Lux – is free for retailers and takes place in London on Wednesday 27 September 2017. View the full programme and reserve your place now HERE

 

Picture: Copyright Shutterstock © 2017

Comments 1

I can understand why you would want to track customers in a large store but what do people buy in a coffee shop apart from coffee? I suppose you could send a text to persuade them to buy a larger coffee and a muffin. But this application seems more OTT than IoT.

Leave your comment