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ComQi partnering with Path Intelligence for shopper metrics

ComQi, a provider of multichannel message management in the digital signage market, today announced its partnership with Path Intelligence Inc.

Path Intelligence owns proprietary technology that detects and predicts how shoppers and visitors will behave within enclosed environments such as malls, retail stores, transportation hubs and stadiums.

ComQi said the predictive tech is superior to camera-based tracking: Path Intelligence captures data on shoppers by passively and anonymously observing the movement of their mobile phones. The firm provides customized information on how many shoppers there are by department, how long they dwell, how frequently they come back, which stores they visit during their mall trip and how the full path-to-purchase (and beyond) is mapped. Path Intelligence is currently working with U.S. retailers J.C. Penney and Home Depot as well as a number of U.K. retailers and mall-management companies.

ComQi and Path Intelligence will work to provide retailers with detailed analytics on general shopper behavior in the store as well as specific analytics linked to digital signage. The Path Intelligence system can be used to optimize digital signage installations and measure engagement at the screen level.

“Path Intelligence’s footpath data provides retailers with expanded metrics and quantitative performance by department, enabling management to optimize operations, labor allocations and store layouts. We are excited to be working with ComQi to bring these, as well as other new features, to the U.S. retail marketplace,” Path Intelligence CEO Sharon Biggar said in the announcement.

“We wanted to work with Path Intelligence to bring the power of online analytics to the physical shopping experience,” said ComQi’s North American Managing Director, Stuart Armstrong. “The powerful data and analytics provided by Path Intelligence make ROI measurement and deeper consumer data-capture a reality for retailers.”

Advising the Path Intelligence/ComQi partnership are The Jeffrey Group (Jeff McElnea formerly of Einson-Freeman/WPP Group) and Edgewood Industries (George Wishart, formerly of The Nielsen Company).

For more on audience metrics, visit our Audience Measurement research center.