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IndoorAtlas, Aisle411 Partner On Adding ‘Magnetism’ To In-Store Targeting

The two companies aspire to open up a new world of analytics to retailers, helping them improve the in-store shopping experience for consumers.

Indoor location provider IndoorAtlas is partnering with Aisle411, combining its magnetic positioning technology with Aisle411’s product location capabilities in a bid to provide more accurate indoor location data to retailers and improve consumers’ shopping experience.

Aisle411s-Nathan-Pettyjohn-274x300
Nathan Pettyjohn

“This partnership creates exciting new opportunities for retailers and brands to better understand how shoppers interact with their stores and products at the shelf,” said Nathan Pettyjohn, Founder and CEO of Aisle411, in a statement. “IndoorAtlas has created super scalable indoor [magnetic] positioning that when combined with Aisle411 indoor maps and optimized product location data, enhances the in-store shopping experience for consumers.”

As we wrote in April, when Aisle411 partnered with motion sensor software company InvenSense, the goal is to show how shopping and real-world browsing happens at the shelf level. With the ability of its software to record how much time someone spent browsing in a specific area, retailers can learn what in-store marketing and displays are engaging consumers.

With IndoorAtlas set to roll out its process — which works through iOS and Android — to 270 million monthly active users, this most recent partnership adds a new level of insight and aims to simply provide a new data layer in order to improve analytics for retailers hoping to better understand and cater to their shoppers’ patterns.

“I think magnetic positioning will be a key part of the whole indoor location ecosystem, and [IndoorAtlas and Aisle411’s technologies] will come together to build the kind of precise indoor location that we need in order to extract from that data analytics that mean anything,” Pettyjohn told GeoMarketing. “And, this is one of the most scalable solutions we’ve seen [because] there are no barriers to entry with hardware [for retailers] to deal with.”

Both companies share in the excitement of innovation, stressing that they believe that the partnership could be the first of its kind to yield data accurate enough to reimagine the world of indoor navigation. But at the end of the day, the goal, as Pettyjohn said, is simply “to create new in-store experiences that drive [more] store trips.”