DLF partners IBM for mobile analytics solutions

Technology giant IBM has partnered with real estate firm DLF to deploy a mobile-phone based solution to gather insights into behaviour of shoppers at the latter's mall premises.
The solution, to be deployed at high-end shopping mall DLF Promenade in the City, performs real-time analytics to convert data gathered from shopper's movements in the mall to provide meaningful interactions for smartphone users, IBM said in a statement.
For example, once a user opts-in for the service, the solution performs analytics to understand consumer preferences based on location and interests in order to provide customised services via a mobile app.
No financial details were disclosed.

DLF will also use the solution to allow retailers in the mall to extend sales deals to shoppers via the app, based on footfall heat maps.
"At DLF, we understand that it is important to view today's customers through the lens of connectivity and collaboration. We feel IBM's solution will help us better understand and connect well with today's customers," DLF Promenade Senior Vice President and Mall Head Dinaz Madhukar said.

On the back end, the collected data takes into account users' contextual preferences, matching the services they want with the time of day they shop and at which store.

As a result, over 25 businesses in the mall will be able to understand their customer's habits more effectively and customers are provided with more personalised services.
The solution leverages Wi-Fi sensor routers to determine the location of the user and their proximity to the store, allowing customers who have signed up for the mobile app to gain access to preferential services or discounted goods based on the shopping preferences and past behaviour they have put into the tool.
"Connecting shoppers with contextual information will not only increase sales but also provide a higher level of customer satisfaction," IBM Research India Director Ramesh Gopinath said.