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.