In-store analytics is the store equivalent of web analytics. A receipt shows what was bought. Analytics shows the trip that led there: who came in, which zones they crossed, where they slowed down or stopped, and whether that visit turned into a purchase.
The usual technologies each see a different part of the trip. People counters count entries at the door. Cameras watch a zone. Wi-Fi and beacons locate phones, the first coarsely and the second only when a specific app is installed and active. Tags on trolleys and baskets follow the whole journey. Our comparison of in-store analytics technologies sets out what each one captures.
Shoppermotion measures the full path anonymously. Bluetooth tags on trolleys and baskets are located by ceiling antennas using Angle of Arrival, with no cameras, no apps and no personal data, and each path is matched with its ticket. That path is what makes shelf conversion, shopping missions and offline attribution measurable. The shopper journey entry covers how the path is recorded.