WirelessWERX, which provides in-store consumer insights, mobile apps and shopper traffic mapping solutions, has introduced its mobile consumer tracking solution, which provides retailers with graphical in-store consumer analytics and insights.

WirelessWERX uses mobile tracking technology to deliver actionable analytics based on customer traffic patterns. The company says its solution also delivers added value to interactive branded smartphone apps by enhancing in-store consumer promotions and rewards.The solution is currently in pilot at “a leading Tier 1 retailer”.

WirelessWERX uses sensory nodes to identify locations of customers with mobile phones and other Bluetooth or wireless-enabled devices. The WirelessWERX technology provides retailers with real-time, in-store metrics and dashboards that show customer traffic paths, browse time and return visits. The technology can isolate sections of the store as small as a 3-foot radius. The solution does not need the shopper to download and enable a retailer’s app, and the signals it uses do not contain any personal or identifiable information, such as phone numbers or names.

WirelessWERX says it solution can help retailers to increase sales; improve resource allocation and customer service; optimize store layout; and create a deeper understanding of customers by understanding how they are engaged during their shopping experience, including how much time they spend in various zones. Finally, the company says, the solution can help generate more in-store advertising and co-op marketing revenue – by understanding traffic pattern heat maps and density across the store throughout the day, retailers can charge more for brands to advertise in high traffic/density areas. Retailers can also use this data to feature brands and products that generate the highest margins or that provide co-op support.

WirelessWERX also adds a new level of value to retailers branded mobile apps and loyalty programs by allowing them to create a virtual marketing inventory layer that follows the customer through the store. Once the customer has entered the store and opted into receiving push notifications, retailers can offer “just in time” promotions for products and brands in close proximity to the customer, and can also allow store associates to greet the customer by name.

“WirelessWERX delivers the most accurate, insightful customer tracking solution available to retailers, leveraging the mobile devices that consumers carry throughout the store,” says chief product officer, Patrick Blattner. “By collecting highly detailed traffic data and integrating this technology with their companies’ branded loyalty apps, retailers can make the in-store experience engaging, interactive and rewarding for consumers, while increasing sales and profitability.”