Ohio-based in-store analytics provider Walkbase unveiled millimetre-wave sensor technology at last week’s NRF Big Show in New York.

This provides retailers and premises owners a way to measure in-store customer behaviour accurately without collecting or divulging their personally identifying information.

“For retailers looking to track shopper activity in their store, without the risk of collecting unauthorised data, millimetre wave is essential,” said Ben Reynolds, vice president of Walkbase. “This is the first time that millimetre-wave technology has been used in retail and, after years of development, we are so proud to be sharing Walkbase’s highly scalable option with retailers and brands attending NRF.”

Using electromagnetic waves to capture location, pathing and dwell time data, the sensor is a privacy-centric option to measure in-store customer behaviour. The millimetre-wave sensors contain no camera lenses so capture no biometric or personally identifiable information.

As the sensor works without using a camera, it is also a versatile analytics tool, able to work in environments where other sensors fail, such as in bright sunlight or darkness. The 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. It is available to retailers following trials within a large regional US grocery store.

“This has many use cases, including the tracking of visitors and customer pathing,” said Kevin Carbone, CEO of Walkbase. “However, we are most excited for the role that the sensor will play when it comes to in-store retail media. 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.”

More information on the sensor, including articles and demonstration videos, can be found at www.walkbase.com/millimeter-wave.

Walkbase (www.walkbase.com) is a retail analytics and marketing automation platform, connecting the online and offline customer journey. Its products provide insight into how customers, employees and resources interact with stores and locations. Its technology measures and interprets behavioural data in real time. Based on those data, it provides insights on how to achieve goals, such as optimising operations, increasing revenues or enhancing the customer experience. Walkbase is headquartered in Dayton, Ohio and, as part of the Stratacache family of marketing technology companies, has local support and offices in 28 countries.