Ipsos Analyses WiFi Signals to Measure Loyalty

Ipsos Retail Performance is trialling a new footfall-tracking solution with UK chain Argos. The Ipsos Retail Performance Shopper Mobile system uses WiFi and Bluetooth signals from mobile devices to gather metrics on a store’s performance. Personal details are not stored, but the system can track a returning mobile (by registering data within a phone’s MAC address) to measure customer loyalty. The system has been installed at Argos Camden, in London.