According to ABI Research, Wi-Fi indoor location application revenues will reach $2.5 billion by 2020. “Wi-Fi, as an indoor location and analytics tool, is in a very precarious position,” says Patrick Connolly, Principal Analyst at ABI Research.
Previously it was an expensive and inaccurate technology but Wi-Fi access point vendors like Zebra and Cisco have all upped their game on retail analytics, while start-ups like Euclid have helped to drive adoption worldwide.
Wi-Fi’s superior penetration means it is a far better technology than BLE beacons for in-store analytics today. While proximity advertising is stealing the headlines, retailers are finally waking up to in-store analytics, which represents a major evolution on people counting and loyalty programs.
This data will streamline store layouts, improve staff management, measure advertising campaign performance, enhance loyalty/reward programs and form the backbone of new smartphone services.
Companies with advanced technologies in this space have started to use hybrid systems, combining Wi-Fi with BLE, camera analytics and other technologies.