Executive Briefings

Retailers' Dream: Cellphones Revealing Consumers' Exact Location

For quite a few years now, retailers have salivated over the idea of mobile phones revealing exactly where shoppers are at all times. Retailers would know which displays customers are standing in front of, for how long and what actions they take right afterward. Unfortunately, even though mobile devices have advanced quite a bit recently, the ability to know location with any precision has been elusive.

No major advances in mobile location technology have emerged. In the last couple of months, however, quite a few very different approaches to location tracking have emerged. These range from leveraging the earth's magnetic field to piggybacking the data already used by mobile ads, tracking a combination of Wi-Fi and Bluetooth signals, and riding the audio signals from existing music speakers.

But none of these approaches, thus far, has proven effective at delivering truly precise locations.

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Keywords: retail supply chain, monitoring retail consumers' behavior, tracking consumers' buying patterns

No major advances in mobile location technology have emerged. In the last couple of months, however, quite a few very different approaches to location tracking have emerged. These range from leveraging the earth's magnetic field to piggybacking the data already used by mobile ads, tracking a combination of Wi-Fi and Bluetooth signals, and riding the audio signals from existing music speakers.

But none of these approaches, thus far, has proven effective at delivering truly precise locations.

Read Full Article


Keywords: retail supply chain, monitoring retail consumers' behavior, tracking consumers' buying patterns