This week, we’re diving into BLE (Bluetooth Low Energy) tracking metrics, a unique feature offered by FootfallCam that helps retailers gain deeper insights into customer behavior.
What is BLE Tracking?
BLE tracking allows FootfallCam sensors to detect the unique MAC addresses emitted by mobile phones within a 20-meter radius of your store. It gives retailers insights into not only those who enter but also people who pass by or stay near the store—helping you capture a much broader picture of customer behavior.
Here’s what BLE tracking can help you measure:
Outside Traffic: Understand how many potential customers are walking near your store, which can guide decisions on window displays or outdoor marketing.
Visit Duration: Track how long customers spend inside, showing you how engaging your store layout and customer service are.
Returning Customers: Identify repeat visitors by tracking unique MAC addresses, helping you gauge customer loyalty and return rates.
An Exclusive Insight Metric by FootfallCam
What makes FootfallCam’s BLE tracking particularly powerful is that this is an extra metric that few systems offer. With just one device, you can gain insights far beyond standard people counting. By detecting nearby traffic and profiling visitors, it allows retailers to understand shopper behavior on a deeper level, providing valuable context for decision-making. Whether you’re looking at engagement levels or potential missed opportunities from passersby, BLE tracking delivers added layers of data unique to each store.
Is BLE Tracking Accurate?
If you were to rely solely on MAC address data collected by BLE tracking, accuracy could be a concern. Devices may have BLE disabled, or some visitors may carry multiple devices. This is why BLE tracking on its own is not perfect for absolute counts.
However, FootfallCam has solved this by normalising BLE data against highly accurate In/Out counts collected via our 3D video tracking system. This cross-referencing ensures you get accurate and meaningful data, reducing any discrepancies from the BLE data alone.
For many retailers, the change in behavior and trend is often more valuable than the absolute numbers. FootfallCam’s BLE tracking helps you capture these trends and behavioral shifts, allowing you to adapt your operations, marketing, and customer engagement strategies accordingly.
Why is BLE Tracking Valuable?
By combining BLE tracking with FootfallCam’s advanced analytics, you get the best of both worlds. You gain:
- Accurate people counting data from 3D video tracking
- Behavioral insights from BLE tracking, capturing customer engagement beyond those who simply enter the store
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