Analysis of Consumer Behavior through a Navigation System Inside Commercial Facilities

Purpose: The aim of this article is to develop complex IT and technological solution that allows locating and navigating inside buildings or closed facilities, not allowing the use of alternative technologies for navigation and localization. The system’s purpose is to recognize people in two models (used interchangeably): I – the user has a receiving device, II – the user has no device. Design/Methodology/Approach: The solution uses Bluetooth Low Energy technology version 4.2 and IEEE 802.15.4 protocol in accordance with the standards available on the radio equipment market. In order to increase the effectiveness of navigation, the system uses a Wi-Fi signal and data from sensors available in smartphones (gyroscope, accelerometer, magnetometer). In the context of localization, the system uses radio tomography techniques (Radio Tomographic Imaging – RTI). The method makes it possible to accurately determine the human position on the basis of changes in the strength of the recorded radio signals without a receiver such as a mobile phone. Findings: The results of the research work indicate that created wireless navigation network using RTI techniques can significantly improve the accuracy of tracking users inside confined spaces. Practical Implications: The system can be used to analyze the behavior and location of consumers in large scale stores, exhibition halls, museums and warehouses. The advantage of the solution is the ability to determine the location of people without the need for a smartphone with dedicated application. Originality/Value: The innovativeness of the introduced solutions manifests itself in may dimensions. In the context of the innovation of the solution is manifested, among others in the hybrid use of radio technologies for navigation in confined spaces. From the perspective of process innovation, it manifests itself in new possibilities for monitoring human flows in closed facilities, thus providing a number of analytical dara for the facility manager.