Wi-Fi-tracking means you collect data to learn more about how customers move in and around a shop. How many people walk there along the shop? How many people are running the shop actually inside? In what part they stay the longest are? Customers come back?
The data is collected by the collection of Wi-Fi signals. Every smartphone sends signals that sensors can catch on. There are also cameras which give a more detailed insight.
In the future data wil be applied increasingly in personalized marketing. This means that when you buy some articles of a certain brand, the next time you walk in the same shop you will receive a message containing which articles of this brand are new in.
This tool maybe is very useful for retailers but t feels quite strange that it is possible to see where you are and what you do. Even If the information is anonymous. I think as customers we are not always aware that this is already happening and we also don’t know what this is going to bring in the future. On the other hand, when you are shopping online, it is easy to see which products you have clicked on and how much time you spend on a certain website. When we see an advert of a shoe brand we inserted in the google search bar the day before we will not be surprised anymore. It is very plausible that these tools are going to be deployed in real life but I hope as costumers we have the freedom to indicate which information can be used and we also will benefit from these new marketing tools.
Berberella 