Tracking In-Store Shoppers

Indoor tracking is already being widely used by big-box retailers to log information about how much time shoppers spend in certain departments, but for all intents and purposes, until they check out, little is known about their actual purchase decisions. That’s why the next big thing in indoor location technology will likely be to bring Internet-style behavioral advertising to brick-and-mortar stores, offering product suggestions based on customer profiles and activities.

For example, if you put a jar of peanut butter into your grocery cart, your smartphone may send you a message for a dollar off on a loaf of bread. Or, when you begin browsing the cold medication aisle, a coupon for Kleenex may pop up on your screen. A store-specific app may even include a graphical presentation of where the product is located and the most efficient route to get there.

Many experts believe that indoor mapping will revolutionize retailing and couponing. Others are somewhat cautious, citing privacy concerns. Either way, it’s safe to say that shopping experiences will continue to evolve well into the future as retailers begin to engage more proactively with their customers via smartphones.