[mgurlitz]

It doesn't make sense for Nordstrom to hire a consultant for each underperforming store -- they can save money and make better decisions by using data collection technology. Anyone could go to a retailer on a slow afternoon, see open registers with no one in line, and determine that they could save money by having fewer cashiers. But having the data allows the company make those decisions with much more confidence.

[chrischen]

Exactly. Wifi tracking is built into enterprise wifi systems like meraki or aerohive. It's basically already there, so it's going to be way cheaper to implement than having dedicated people eyeballing every store constantly.

[VLM]

The TLDR is its risk avoidance. If it doesn't work, and decisions were made by people, then people, and the people who hired their services are to blame. On the other hand, if decisions were made by numbers, and it doesn't work, no one is to blame, what are you going to do, fire the number 7.356 ?

[bennyg]

There's a TON of intangibles that this data absolutely cannot tell you. Watch people's facial expressions as they look at the end of aisle displays. Watch where the kids go, and you can probably sell to their parents there too. Everyone wants to automate around here, and sometimes the other way is actually better.