There is a high demand for data, but the necessary infrastructure is often lacking. The more data I want about my customers, the more IoT systems I need: simple sensors such as light barriers, turnstiles, intelligent camera systems or haptic walking mats in the entrance area are sufficient for pure customer frequency analysis. If I want to generate heat maps and journey analyses, then I not only need the technical infrastructure. I also have to resort to solutions that can reliably track movement and duration of stay. If I also want to know who my customers are and what lets them convert, then I need a combination of many different systems:
- Cameras that capture age, gender and emotions, distinguish the customer from the employee and can anonymize all captured persons in accordance with data privacy law
- Various techniques for in-store localization and interaction measurement such as Bluetooth, WiFi, RFID or LIDAR
- ERP and CRM data (e.g. a customer card) to assign purchases to a person
In order not only to collect this valuable data, but also to analyse it effectively, it has to be merged on a single platform and thus made smart.