Mobile location analytics service, Euclid, has announced a new reseller program, which comes with access to the Euclid API, to scale its Wi-Fi analytics solution for brick and mortar retailers. The reseller program will also allow developers to be certified as API integration partners. ProgrammableWeb spoke with Adam Wilson, Chief Marketing Officer at Euclid, about how retailers can use the Euclid API to add shopper behavior analytics to their business intelligence reporting.
“We are providing behavioral analytics for brick and mortar retail in the same way that Google Analytics has been providing customer insight to online retailers for the past ten years,” says Adam Wilson, CMO at Euclid.
Euclid is led by a Board of Advisors that includes ex-Google Analytics Founder Brett Crosby, while Founder and CEO Will Smith comes from a lineage of retail innovators (his grandfather was Chairman of the International Council of Shopping Centers). “We are very focused on providing customer insight to let brick and mortar retailers provide effective experiences and compete against online retailers,” Wilson says.
Existing Wi-Fi Tech Works as Sensors for Behavioral Analytics
Euclid uses existing Wi-Fi networks to pick up the anonymous movements of Wi-Fi enabled smartphones in-store. The newly announced reseller program aims to help managed service providers and value added resellers to offer the Euclid analytics service as part of their Wi-Fi network service packages. For these resellers, the hope is that Euclid will help them be able to show the return on investment of implementing in-store Wi-Fi faster, as retailers can use the network technology to track shopper behavior analytics and achieve faster time-to-value from the Wi-Fi deployment.
“Our solution is built on Wi-Fi as the enabling technology,” says Wilson. “When a smartphone comes in to close proximity of a retail location, we are able to grab the anonymous pings from the smartphone and when we do that, it allows us to answer questions like: How many people pass by but don’t come in? Do store visitors spend time on the first floor or the second floor? How many store visitors bounce (that is, they spend less than 5 minutes in the store)?”
The service comes with its own custom dashboard, but a REST API is also available to let retail customers pipe the analytics directly into their existing reporting systems.
“We built this product on the API. The initial incarnation of the analytics reporting was a series of dashboards and reports. Then we released the APIs in the last week of April. The same APIs we use to create our dashboard are what we released as an API. So everything available in the product is available via API, in addition to offering standard data flat-file dumps,” confirms Wilson.
Integrating with Retail Enterprise Data Architecture
Wilson mentions one large youth-focused retail clothing company that was using the API to add in-store behavioral analytics to their existing business reporting on sales volume across key store locations. Integrating the data from Euclid’s in-store location analytics service, they were able to analyze which stores were under-performing and to identify the causes.
“I believe that for this client, their point of sales system was an NCR system, and they also had a labor scheduling system as well, and then they were feeding all of this into an enterprise data system run by Oracle. On top of that, they were doing their analytics with Tableau and Business Objects,” says Wilson. Using Euclid’s API, the client could integrate the behavioral analytics directly into their existing data architecture.
“They had identified a series of stores that were underperforming but needed the explanatory value of Euclid to understand that underperforming better. Looking at duration data -- a behavioral analytic that Euclid provides — they were able to zoom in on in-store engagement. They were also able to correlate their labor data with their sales data and were able to see that they were consistently under-employing staff in the most under-performing stores. They also added staff training to help cross-selling and engage better with customers.”
By acting on these analytics, the retailer was able to bring up the worst performing stores to be more in line with the top performing stores’ sales volumes, and are now in the process of rolling out Euclid across all store locations.
Mobile Location as a Specialty Niche for API Developers
The Euclid API is only available those certified under the new reseller program, mostly managed service providers and value added resellers, but developers are also being invited to partner. “As part of our certification program that comes with our reseller program, we train them on our technology and make a determination as to whether they are interested in doing the implementation work themselves or whether to flip to Euclid or another Euclid integration partner to accomplish,” explains Wilson.
This is where the opportunity arises for API developers with a specialty in mobile location to partner with Euclid and become an API Integration Partner under the new reseller program. “Our interest is in building up partners not just to sell the technology but recognizing that the implementations will require some amount of data integrations,” says Wilson. “There is information on the website, they can reach out directly to us, and we have a team that is processing requests for partner proposals to do integrations.”
Mobile location expertise offers a revenue-expanding specialty sector for API developers, and expertise in integrating Euclid’s analytics with existing enterprise data architecture may be a valuable niche.
“At a high level, we are processing close to ten billion measurements across thousands of locations in over 30 countries. This grows every day. We currently record a half a billion shopping sessions on an annual basis. The size of network has grown exponentially each quarter,” says Wilson.
API Developers can find out more by contacting the Euclid Reseller Program.