Synovate uses Track & Trace tech to study shopper behaviour

The Norwegian firm’s system involves a digital pen and paper which researchers use to record customers’ movements as they watch them navigating a store. Researchers draw customers’ movements on a map in real-time, and can make a note of particular actions such as picking up a product or putting it in a shopping basket.

Results can be analysed to help understand how customers move around a retail environment and their behaviour.

Tim Denison, director of retail intelligence for Synovate Retail Performance, said: “Track & Trace will be a strong addition to our solution portfolio in providing the business overview retailers will benefit from.”