Walkbase an in-store analytics and marketing provider and Samsung, a leading manufacturer of electronics and digital displays have announced a joint proposition to provide in-store analytics to retailers using Samsung digital screens. The partnership was announced last night at a UK launch event held at the Finnish Ambassador’s Residence with big-brand retailers including Ted Baker and Dune and Walkbase customers in attendance. Speakers at the event included Tuomas Wuoti, CEO at Walkbase, and Alex Hanson, director of retail at Topshop.
New Walkbase Advertising technology together with Samsung’s in-store digital signage will transform how retailers, particularly supermarkets and shopping centres, operate in-store advertising and sell it to retail brands. The platform anonymously analyses customer behaviour through Wi-Fi signals from customer smartphones. Insights including the paths customers take, what they look at and when they arrive form the basis of behaviour-based shopper profiles.
The profiling data is then used to sell advertising on digital signage in-store based on the profiling information, giving control back to the retailers on how they sell their digital media. On-going analytics can be fed into marketing and content management systems, allowing the campaign to be constantly updated – ensuring maximum impact.
Working in partnership with Samsung, Walkbase is supporting the high-street as it looks at ways to implement cutting edge technology to enhance the consumer experience. “Our technology exists to enable retailers to understand their shoppers’ behaviour far better when they enter a store,” said Adrian James, UK managing director at Walkbase. “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.”
Samsung and Walkbase are already in discussions with several major retail and food brands that are keen to implement the proposition.