As the role of physical retail continues to evolve, the need for deep insights reviewing consumer behavior is increasingly crucial to ensure resources are appropriately allocated and strategies are as accurate and purposeful as possible. With that, Samsung Electronics has introduced “Samsung Guest Analytics,” a Wi-Fi solution geared toward brick-and-mortar businesses that have direct guest interactions like theaters, hotels, outdoor entertainment venues and retailers.
“The Samsung Guest Analytics solution brings digital practices to physical retail and entertainment establishments, offering businesses a path to understanding customer needs and engaging visitors more effectively,” said Imran Akbar, vice president and general manager for Wireless Enterprise at Samsung Electronics America. “Whether it’s a shopper in a store or an attendee at a festival, customer service is still king, and this solution — coupled with our Wi-Fi — provides an intelligent way to enhance in-person experiences.”
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Those experiences are critical in order for retailers to draw consumers. Though the purpose of physical retail might be shifting, stores likely aren’t going anywhere. According to Fluent Commerce’s survey on Generation Z shopping behavior, 73 percent of Gen Z consumers still shop in person.
Services such as Samsung Guest Analytics play a key role in arming retailers with insights necessary to devise these experiences. “The solution helps businesses gain access to key factors — such as foot traffic patterns, dwell time in specific areas and guest behavior in a store — while providing fast Wi-Fi connectivity for visitors. Guests ‘opt-in’ to Wi-Fi service at an establishment, and that business uses the data to understand trends, craft a better journey throughout the establishment, and offer services tailored to the customer,” a Samsung Electronics spokesman said.
The platform also offers content marketing initiatives, the spokesman said. Users of the software have the opportunity to create coupons and special offers based off the analytics.
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