ShopperTrak, a company specializing in analyzing retail foot traffic, has acquired RapidBlue Solutions Oy, a European provider of location-based retail data and analytics. The goal of the acquisition is to enhance current ShopperTrak in-store counting solutions and expand services in Eastern Europe, Russia and Scandinavia.
The RapidBlue solution uses radio frequency technology to collect offline shopper behavior data anonymously then transform it into actionable metrics that retailers can use to strengthen their marketing, merchandising and operational strategies. Metrics include abandonment rates, dwell times, flow opportunities, routes, number of shopping hours and more. These capabilities “increase the value of our portfolio,” said Christopher Ainsley, CEO of ShopperTrak. The acquisition “expands our offerings and allows us to provide retailers and mall owners with [increased] access to the vital shopper insights that drive their businesses.”
ShopperTrak will fully integrate RapidBlue technology into the ShopperTrak platform. In addition, the company will have access to a European research and development center, as well as the capability to customize applications for Europe and the Middle East.
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In October 2012, ShopperTrak acquired ReTel Technologies, also a provider of advanced shopper analyses as well as hybrid video auditing solutions. ShopperTrak now offers interior traffic measurement capabilities that blend video and location-based data and analytics.
