The shopper journey is everything that happens between walking in and paying. Your website knows every click, but your store traditionally only knows the receipt, even though most shopping decisions are made in the aisle. A full-path journey records every step in between: the zones crossed, the order in which they were visited, the stops and the speed in front of each bay.
Shoppermotion follows each shopper from the entrance to the till, anonymously, and matches the path with the ticket. Small Bluetooth tags on trolleys and baskets are located by ceiling antennas using Angle of Arrival positioning with sub-metre precision, with no cameras, no apps and no personal data. Journeys & Baskets links the anatomy of each trip with the matched ticket, and Store Flow replays trips on your own floor plan.
Many technologies capture only part of the journey. According to our comparison of in-store analytics technologies, people counters only count entries, Wi-Fi tracking locates devices only every 10 to 15 minutes on average, beacons only reach shoppers with a specific app installed and active, and cameras are accurate but costly, since a regular supermarket may need hundreds of units. Token-based analytics, with tags on trolleys and baskets, captures complete and anonymous journeys.
With complete journeys, the store can be measured the way e-commerce measures a website: shelf conversion, shopping missions, cross-category correlations and closed-loop attribution all come from the same trips.