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Could Heat Mapping Be An Equalizer For Physical Stores?

Heat mapping uses security camera images to illustrate hot and dead zones in a retail store. Ostensibly heat mapping helps physical stores approximate how e-commerce sites track detailed shopping behavior through mouse clicks. And (so the theory goes) it helps retail stores improve sales.  But does it actually work? Is it really worth the effort?  Is it the ‘equalizer’ as some claim it to be?  To help answer the question, RetailWire asked its BrainTrust Experts to provide perspective on the following question:  What are the benefits and limits of heat mapping as a tool for understanding in-store shopper behavior? Are the comparisons to tracking online shopping behavior reasonable?  Mark Ryski, one of the experts to weigh in on RetailWire was also quoted in Forbes.  Read the article