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Ekahau Inc., a leading provider of Wi-Fi-based real-time location systems (RTLS), announced that Rautakesko Ltd has selected its Wi-Fi-based RTLS solution to analyze consumer behavior in retail stores. Rautakesko Ltd is the market leader in its industry and the fifth largest DIY business operator in Europe.
Rautakesko will use Ekahau RTLS technology to obtain information on consumer shopping patterns. Consumers in the Rautakesko store will receive a special label accompanying them when shopping. Through this tag, Ekahau’s RTLS system can confirm the location of the consumer in the store and the time spent in the store.
Konsta Kuokkanen, Project Manager of Rautakesko, said: “Analyzing customer behavior includes analyzing their walking routes, shopping patterns, and length of stay to obtain valuable information about consumers’ shopping behaviors and motivations. This information helps us optimize the layout of the store. And to develop new ideas.” The system has been used by Rautakesko to collect consumer traffic data in Byggmakker Trondheim in Norway and K-rauta Orebro in Sweden.
Unlike other products in its class that are based on a proprietary infrared (IR) ultra-wideband (UWB) wireless infrastructure or use wall-mounted cameras, Ekahau RTLS will leverage the existing Wi-Fi networks that these stores have already used for data and voice services To provide services. Wi-Fi handheld barcodes and RFID scanners will also be widely used in retail stores. By leveraging existing Wi-Fi networks, Rautakesko can analyze customer behavior without deploying expensive new infrastructure.
Antti Korhonen, President and CEO of Ekahau, said: “Understanding consumer behavior in the store, including the areas they patronize and the reasons for patronage, will help retailers improve the layout of their stores and increase the return on investment in marketing funds. Rates and improving the quality of customer service. This concept and results can also be applied to the flow of patients in hospitals or product processes in manufacturing plants. Through Ekahau RTLS technology, users can use processes that were previously unavailable in retail, medical, manufacturing, and other industries. A new and innovative way to show up.”
Rautakesko’s new consumer tracking system will utilize Ekahau’s recognized RTLS technology. In this type of application, a key part of the Ekahau RTLS solution is the use of a proprietary “railway tracking” technique, which enables Rautakesko to analyze the process flow path with higher accuracy based on the internal channels of the retail store.
Pauli Misikangas, Chief Technology Officer of Ekahau, said: “The performance of Wi-Fi-based RTLS solutions can vary depending on the type of algorithm used for location tracking. Ekahau’s patented technology ensures the past location data of a person on the move. It can be analyzed based on the path, and the accuracy will be higher than any previous level.”
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