Privacy in the mall

A new startup called Euclid Elements emerged from stealth mode today to debut its customer-tracking solution for brick-and-mortar merchants it’s calling “Google Analytics for the physical world.” The name is an apt description for the new solution, which employs sensors and wireless technology to track customer behavior...

So what does Euclid actually do? It uses preconfigured in-store sensors plugged directly into switch in the network closet to track the Wi-Fi signals on customers’ smartphones. In doing so, Euclid can map out and analyze customer shopping behavior, including things like foot patterns (the movement in and out and through the store), plus customer loyalty, retention rates, “dwell time,” and even things like “window conversion rates,” which can be thought of as the offline “click-though.” (A window conversion means a customer sees a window display and then decides to enter the store).