Bosses at Camden’s famous Market can now accurately track customer activity after new Wi-Fi infrastructure was installed in the area.
As well as giving shoppers better access to the web, the newly implemented network will be used by CamdenMarket.com to gather valuable behavioural data. This is likely to include customer locations, as well as useful marketing info like gender and email addresses.
The data should help businesses to target shoppers more effectively, while learning more about which areas are most popular. This could, in turn, impact rent values as the complex’s management begin to identify high footfall zones.
CamdenMarket.com is working with Cisco on the project. The service will comprise both indoor and outdoor hotspots, with cloud software allowing data experts to generate insight.
Cisco’s director of networks in the UK and Ireland, Sarah Eccleston, was quoted by computerweekly.com as saying: “Now, more than ever, businesses and cities are realising the benefits that Wi-Fi location analytics delivers.
“It’s no longer good enough to have wireless connectivity – understanding consumer behaviour is what matters.”
Based on statistics published this week by Purple WiFi, which is also involved in the project, the installation of new hotspots will be welcomed by shoppers. According to purplewifi.net, 70 per cent of shoppers carry connected devices while shopping, and 75 per cent of consumers value wireless hotspots above coffee.
