The document compares WiFi analytics and beacon analytics as tools for capturing customer behavior in physical retail stores. It highlights the advantages and limitations of each technology, noting that while WiFi can track a majority of visitor data without requiring additional infrastructure, beacon technology offers high location accuracy but requires a native app and internet connection. Ultimately, a combination of both technologies along with a location-based analytics platform is recommended to enhance in-store customer engagement.

1. WiFi Analytics vs.
Beacon Analytics
Which is the best location intelligence
setup for retail stores?

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Introduction
E-commerce websites use analytic tools to
understand, track and improve their customer
loyalty and acquisition strategies. From a
customer’s shopping cart history to time spent on
product pages to the number of site visits — these
metrics are all tracked through web analytics.
In most retail stores today, customers are ghosts –
they remain completely unknown until they
checkout at POS.
So, how do you track similar
metrics at physical retail stores?

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Answer: Location based technology
Today, location based technology allows you to
understand (know) your visitors beyond footfalls and
give you a holistic view of in store customer behavior.
Analyzing visitors/customers at physical stores and
matching the customer experience of an ecommerce
store is now possible with these technologies.
WiFi and Beacons are the top two
technologies used in large physical spaces
to understand customer behavior and
engage them real-time using location data.

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How analytics are captured on WiFi
A first-time visitor connects to the free WiFi offered
by the store he is visiting. A location technology such
as Proximity MX integrated with the wifi network
starts capturing the customer behavior. In case of a
returning visitor, he automatically gets identified as
soon as he enters the store with his mobile device and
can be immediately engaged by the retailer.
Once the phone is connected to the WiFi network, the
user is shown the captive portal.
A captive portal is a Web page that the users of any
public-access network view in order to access the
internet. Retailers can capture customers data by
asking them to fill in their information through a form
on this portal.

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How analytics are captured on WiFi
WiFi network not only captures customer data
entered in the captive portal, but also captures
information like – when did the device connect to the
network, which device got connected, how long was
the connected session, which WiFi access point did it
first connect to, which was the last one it connected
to and so on.
These types of data points helps a marketer
understand how often a customer visits the store, at
what time of the day, where they spend most of their
time.

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Since WiFi is a popular technology,
retailers can acquire more than
70% of the visitor walk-ins their
stores. In most cases, additional
infrastructure is not required since
many retailers already offer free
WiFi to their customers
Visitors need not install native app
on their device
Better coverage throughout the
store since WiFi signals don’t get
obstructed by walls and pillars
WiFi Analytics Pros & Cons
Location precision is low
WiFi receiver on device has to be
switched on
Pros Cons

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How analytics are captured on Beacons
Beacons can facilitate only one-way communication.
That is, beacons can only transmit signals to your
smartphones and not receive signals from them.
Beacons signals can only trigger an action if a mobile
app is installed if Bluetooth is turned on and if the
phone is connected to the internet (in most cases).
When smartphones receive a beacon signal, how the
app reacts to the signal is dependent on how the
backend is designed. For example – you deploy 3
beacons at 3 different sections of your store, each
hard coded with a different message.

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How analytics are captured on Beacons
Depending on the location of the user in a store, the
beacon that is closest to him will push a notification
to the user’s smartphone, asking him to take the
necessary action. The moment an action is triggered,
the data begins to collect on the customer and is
stored in the backend. All these analytics can
eventually be accessed through a dashboard.
Beacons do not store any information or data. They
can perform functions like send a Push Notification
through an app and are mostly used for indoor
positioning, and navigation.

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Location accuracy is high
Set up is easy.
They are priced as low as $20.
Beacon Analytics Pros & Cons
Need a native app installed on the
phone
Device should be connected to the
internet
Signals can be obstructed by
physical objects in the path
Data is not captured by
technology but in the app
backend
Pros Cons

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Comparing WiFi vs Beacon

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Conclusion
80% of shoppers are online before & during their
visit to a store. In a store, conversion rates are
higher, return rates are lower and best of all,
shoppers spend more money in stores than online. A
combination of WiFi, beacons and most importantly
a location based analytics platform is what physical
stores need to beat online store experiences out of
the park.
Want to gain actionable insights
into customer behavior at your
physical retail stores?
Check out > Proximity MX

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About July Systems
Founded in 2001, we are pioneers in mobile experience
and engagement platforms. Through a process of
continuous innovation we have stayed ahead of the
curve in a fast changing mobile landscape. We’re now
on a mission to digitize physical spaces through our
latest product Proximity MX, a SaaS tool that provides
location analytics and mobile customer engagements
for physical spaces.

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THANK YOU