Indoor Location Examples Show Improved Customer Experience

According to an article appearing in the Wall Street Journal, The Future of Privacy Forum has estimated that roughly 1,000 retailers are using some form of indoor location for analytics and/or customer experience purposes. That will only increase because the benefits to retailers and shoppers are too significant to ignore. 

Companies mentioned in the WSJ article include: 

  • Prism Skylabs
  • Forest City
  • Euclid Analytics
  • Shopkick
  • Swirl
  • Macy's
  • Walmart
  • HomeDepot
  • Timberland
  • Kenneth Cole

More interesting is the discussion of some of the use cases in the article: 

  • Moving items from lower traffic areas in stores to more high traffic areas; moving hot selling items to less busy areas to relieve in-store congestion.
  • Better managing check out lines
  • Moving items to rear of store in apparel boutique where data showed customers tended to spend the most time (this was an SMB)  
  • Opening restaurants in mall earlier to better accommodate hungry late night/early morning shoppers on Black Friday based on prior year's data showing a mall exodus at 6 am (presumably for food)  
  • Creation of a "virtual Santa queue" where smartphones are pinged at an appointment time to enable consumers to keep shopping rather than waiting in line for hours. 

The article also contains the requisite discussion of privacy and concerns over "tracking." Those concerns can be managed through disclosures, opt-in apps and education that explains the benefits of indoor location to consumers. The virtual Santa queue is one such example that will immediately be understood and resonate with consumers looking to avoid lines. 

Among many others, Forest City (and Path Intelligence) and Euclid Analytics were speakers at our Place Conference in October. See our recap and session videos