A new system analyses customer behaviour in shops
Proximus is a technology that allows big distribution chains
to understand customer behaviour
when he goes into physical stores. We put some chips in trolleys
and baskets, and from that moment on
he can consult the information through a website.
Proximus analyses more than 30 parameters
about customer behaviour:
heatmaps, flow maps,
average times in each department or aisle of the shop...
The key is to put
some low energy Bluetooth chips in trolleys and baskets,
whose battery lasts more than four years.
It is designed for large surfaces
and distribution chains like supermarkets and hypermarkets,
and specifically for intelligence and marketing departments.
They are responsible for knowing
what is happening with the customers in the shop.
We can find out the average duration of a route in a shop.
This factor can be very important to understand
if the distribution is correct or if it needs to be changed.
One of the keys is that the system works in real time.
What does it mean? We analyse on real time
the necessities and behaviour of people in the shop,
and we can thus offer them specific promotions.
The information Proximus generates is stored in a website
where the user can access, and he can find heatmaps,
flow maps...;
specific information about each of the shop departments.
As of today we know very little about what people
who go into a large surface do.
With these technologies we will understand a little more
what customers need, so we will get best promotions
and a better experience when going shopping.
Belonging to UC3M Science Park
allows us to be with companies with problems
and challenges such as ours, and a team of professionals
who help us not only as regards the company issue,
but also the one about technology, marketing or negotiation.
IN COLLABORATION WITH:
Communication and Culture Vice-Chancellor