Walkbase Launches Millimeter Wave Sensor Solution
The millimeter wave sensors contain no camera lenses so capture no biometric or personally identifiable information.
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STRATACACHE company Walkbase, an in-store analytics solutions provider for retailers, has unveiled new millimeter wave sensor technology.
It provides retailers and premises owners a way to accurately measure in-store customer behaviour without collecting or divulging the personal identifying information (PII) of customers.
“For retailers looking to track shopper activity in their store, without the risk of collecting unauthorised data, the millimeter wave solution is essential,” said Ben Reynolds, Vice President Business Development, Walkbase.
“This is the first time that millimeter wave technology has been used in retail and, after years of development, we are so proud to be sharing Walkbase’s highly scalable solution with retailers and brands attending NRF.”
The solution uses electromagnetic waves to capture location, pathing and dwell time data. The millimeter wave sensors contain no camera lenses so capture no biometric or personally identifiable information. As the offering works without using a camera, it is also able to work in environments where other sensors fail, such as in bright sunlight or darkness.
The millimeter wave sensor technology can cover wider areas than typical in-store tracking tools and does not require significant capital investment from retailers with the ability to plug directly into retail media video players. The Walkbase Millimeter Wave Sensor Solution is available to retailers following trials within a large regional US grocery store.
“This is a solution that has many use cases, including the tracking of visitors and customer pathing; however, we are most excited for the role that the Walkbase Millimeter Wave Sensor Solution will play when it comes to in-store retail media,” said Kevin Carbone, CEO, PRN, also a STRATACACHE company.
“Accurate attribution is essential to properly monetise an in-store retail media network and this tool will answer the calls of retailers, advertisers and organisations such as IAB for a privacy aware method to measure and attribute the impact of any in-store marketing activation.”
