NEWS11 January 2013

GfK to study retail traffic patterns with Location Insights

North America

US — GfK has launched a new ‘Location Insights’ service to help retailers understand the movements and demographics of crowds in and around specific stores. It will be available commercially in April.

The aim is to show retailers where crowds cluster, as well as crowd movements before and after leaving specific locations. Managers can then combine location information with socio-demographic profiles from GfK’s consumer research and the US Census to help optimise store locations, advertising, and marketing choices.

GfK says that Location Insights only processes de-identified, aggregated cellphone tower data without handling any personally identifiable information.