Path Intelligence Inc. owns proprietary technology that detects and predicts how shoppers and visitors will behave within enclosed environments such as malls, retail stores, transportation hubs and stadiums and this week ComQi announced an interesting partnership with them.In what is claimed to be ‘superior to camera-based tracking’, Path Intelligence captures data on shoppers by passively and anonymously observing the movement of their mobile phones.
The firm provides customised information on how many shoppers there are by department, how long they dwell, how frequently they come back, which stores they visit during their mall trip, and how the full path-to-purchase is mapped. Path Intelligence is currently working with US retailers J.C. Penney and Home Depot as well as a number of UK retailers and mall management companies.
ComQi and Path Intelligence, we are told, will work to provide retailers with detailed analytics on general shopper behaviour in the store as well as specific analytics linked to digital signage. The Path Intelligence system can be used to optimize digital signage installations and measure engagement at the screen level.
Sharon Biggar, Path Intelligence CEO told us “Path Intelligence’s footpath data provides retailers with expanded metrics and quantitative performance by department, enabling management to optimize operations, labor allocations, and store layouts. We are excited to be working with ComQi to bring these, as well as other new features, to the US retail marketplace”.
Advising the Path Intelligence/ComQi partnership are The Jeffrey Group (Jeff McElnea formerly of Einson-Freeman / WPP Group) and Edgewood Industries (George Wishart, formerly of The Nielsen Company).