There are various technologies available for visitor tracking in the retail sector, each with its own advantages and disadvantages. Key criteria for selecting the most suitable technology include location accuracy, capture rate, data protection and cost. In the following article, we outline six key technologies for visitor tracking in the retail sector.
3D stereo technology
A 3D sensor captures stereoscopic video images and analyses them instantly on the sensor itself. The 3D sensor detects human subjects or other objects, such as shopping trolleys, as well as their movements and dwell times. When this occurs, the event is recorded along with the relevant data and transmitted in real time to the associated servers. Furthermore, all 3D sensors can distinguish between children and adults, and some 3D sensors can also recognise gender.
The 3D sensor technology can clearly distinguish between people and other objects. A visitor is detected within half a second. This interval is sufficient for reliable visitor tracking. Furthermore, the visitor’s position in the room is measured with centimetre precision. This means that not only visitors but also their routes can be tracked. The visitor detection rate is very high. Multiple 3D sensors can always be networked together to cover large retail spaces.
This technology does not transmit or store any images or videos. It is therefore 100% compliant with data protection regulations when used for visitor tracking. No personal data, images or videos can be reconstructed from the anonymous data.
Radar technology
In radar technology, the sensor measures the distance to the objects being detected using electromagnetic waves, which are reflected back from the objects as a kind of echo. By tracking people’s movements, the direction to the objects can be determined, thereby establishing a 3D position. Radar people counters transmit statistics to a server in real time via Wi-Fi.
The main application of this technology is measuring passers-by outside shops, whereby not only the number of people but also their speeds and directions are recorded. In addition, the number of people lingering in front of shop windows and the length of time they spend there can also be determined. This technology fully complies with data protection regulations, as it does not involve video technology and no recordings are made.
Lidar technology
Lidar is a radar-like technology for visitor tracking that uses continuously emitted laser beams. The emitted laser beams are reflected by all objects. The distance is determined from the time taken for the beam to travel from the source to the object. As the laser beams are emitted continuously and fill the entire space, the reflection points form object-specific point clouds. Using intelligent pattern recognition, this technology then identifies individual visitors based on their outlines.
Just as with 3D technology, it is possible to achieve a short measurement interval and position determination accurate to the centimetre. As laser beams are used, no real images are captured. Lidar technology is therefore 100% compliant with data protection regulations. It also has a high capture rate, but is not yet as mature as 3D technology.
Wi-Fi technology
Many visitors have Wi-Fi-enabled devices or smartphones when they visit a shop. These smartphones usually scan automatically for available Wi-Fi networks. These scans include a unique MAC address for identification purposes. The search requests can be captured by Wi-Fi receivers in the store. Several Wi-Fi trackers are usually used for a retail space. A device and its user can be located based on the Wi-Fi signal strength. However, this location is not accurate to the centimetre, but is accurate to within approximately 10 metres.
In addition, visitors must have a Wi-Fi-enabled device with them during their visit and ensure that Wi-Fi is switched on. Furthermore, the intervals at which location requests are sent vary. These intervals may, in some cases, exceed ten minutes. Additionally, objects within a shop affect signal strength, making localisation more difficult. This results in a much lower detection rate than with LiDAR and 3D technology.
Wi-Fi technology is not 100% compliant with data protection regulations. Whilst MAC addresses are generally pseudonymised, meaning that no personal data is processed, it is theoretically possible to identify visitors. Furthermore, visitors must be given the option to opt out of Wi-Fi tracking.
Bluetooth technology
There is a difference between passive and active Bluetooth tracking. With the passive method, gateways detect signals from visitors’ Bluetooth devices. These can include not only smartphones but also shopping trolleys fitted with Bluetooth transmitters (beacons). The position of an object within the retail space is determined based on the signal strength transmitted to various gateways. This technology does not allow for centimetre-precise positioning, but is accurate to within approximately two metres. However, retailers can adjust the measurement interval of the Bluetooth transmitters to enable tracking at one-second intervals.
However, architectural obstacles affect signal strength and, consequently, location tracking. The detection rate ultimately depends on how many visitors with a Bluetooth device enter a shop. If the Bluetooth transmitter is fitted to a shopping trolley, the measurement will also be inaccurate. This is because several visitors may share a single trolley, as is often the case when families go shopping.
With the active method, Bluetooth transmitters actively broadcast their identifier. These are received, for example, by visitors’ smartphone apps in the immediate vicinity. This allows visitors to be located and counted. However, as visitors must give their consent to the app’s use beforehand, the capture rate is relatively low and therefore not suitable for visitor tracking.
Ultra-wideband technology
Ultra-wideband technology is a short-range wireless communication system. Unlike Wi-Fi and Bluetooth technology, it does not rely on signal strength. Instead, it measures the time it takes for signals to travel between the gateway and the receiver. There must always be a line of sight between the two. The gateways are distributed across the ceiling of the retail space. The receivers must be equipped with a special tag. These tags can, for example, be attached to the shopping trolleys themselves. However, this then raises the problem that a shopping trolley may well be used by several people.
However, ultra-wideband technology allows for positioning accurate to the centimetre, making it far more precise than Wi-Fi or Bluetooth technology. The measurement intervals are also very short with ultra-wideband technology, particularly when compared to Wi-Fi. This means that real-time tracking is theoretically possible. However, this technology is not yet fully developed for visitor tracking.
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