Consumers hate in-store tracking (but retailers, startups and investors love it) | RetailNext
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Consumers hate in-store tracking (but retailers, startups and investors love it)


Herb Real
Content Marketing

Despite excitement from the business world, consumers aren't keen on the latest innovations in retail advertising. A whole new category of technology has sprung up to serve "omnichannel" retailers, who combine online analytics with brick-and-mortar sales. Startups building out the technology include Nomi, which offers stores analytics on foot traffic and has raised $13 million in venture funding, Euclid which has raised $23.6 million, and RetailNext which has raised $29.4 million. The category was further validated last fall, when Apple revealed iBeacon, its own version of an in-store tracking system.

Despite excitement from the business world, consumers aren’t keen on the latest innovations in retail advertising. A whole new category of technology has sprung up to serve “omnichannel” retailers, who combine online analytics with brick-and-mortar sales. Startups building out the technology include Nomi, which offers stores analytics on foot traffic and has raised $13 million in venture funding, Euclid which has raised $23.6 million, and RetailNext which has raised $29.4 million. The category was further validated last fall, when Apple revealed iBeacon, its own version of an in-store tracking system.

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