At Nomi, we believe that in-store behavioral analytics can enhance the shopping experience. Retail analytics have been around for many years. The concept started decades ago with the deployment of researchers into stores to observe customer behavior through surveys and clipboards. As the world moved to the web, and e-commerce emerged as another important way to shop, web analytics became crucial to a retailer’s strategy to deliver the best online shopping experience possible. As the mobile revolution gains traction, Nomi is building the next generation of analytics to help retailers improve the offline experience as well.
With these different generations of consumer analytics, one thing that remains important is your privacy and control. Nomi’s technology has been built from the ground up with these concerns in mind. We will:
When you use a mobile device that has Wi-Fi enabled, your device sends out a signal to nearby Wi-Fi networks. The signal that your mobile device sends includes an identifier called a MAC address, which is a unique combination of numbers and letters associated with your mobile device. Nomi observes the information being sent by mobile devices, including the device’s MAC address, manufacturer, and signal strength. Nomi does not collect or use any personal information such as name, e-mail address, or phone number.
Our Customers: Nomi works with retailers and other customers to help them better understand customer behavior and provide better experiences for their customers. After receiving the non-identifiable data sent by mobile devices, Nomi applies a hash function to the MAC addresses to further anonymize them. Nomi analyzes the data it observes and provides aggregate anonymous information to our customers, such as retailers. For example, we may share information such as how many people visit a retailer’s store, how long people stay, how often they return, what sections of the store they visit, and whether customers visit other of the retailers’ locations. This non-identifiable information allows retailers to improve your shopping experience, including managing store inventory and employee staffing to improve customer service, and measure the effectiveness of marketing campaigns or store displays.
Other Sharing: In addition to the above, we may also share information with third parties for the following reasons:
How We Store the Data We Collect: We take reasonable security measures to protect your data while in transit and in storage. Data is encrypted while in transit and in storage. We hash MAC addresses before we store them, and we will not re-identify the data we collect. We retain data about individual hashed MAC addresses for 18 months, unless we have to keep the information for legal purposes. After 18 months, we only retain data about hashed MAC addresses in aggregate form.
Opt Out of Nomi’s Services: You can opt out of having Nomi collect data from your device by clicking here and inserting your MAC address. If you provide us with your MAC address to opt out of our services, we will retain that MAC address indefinitely in order to continue to effectuate your opt-out. For instructions on how to locate your MAC address, see below
Information Collected and Used on Nomi’s Website: We collect certain anonymous and personally identifiable information from you when you use our website. We only collect personally identifiable contact information from you when you explicitly provide it to us, such as through a request to receive more information about our products. We also collect certain anonymous and aggregate information about visitors to our website to better improve our services. We may use third parties to collect this anonymous and aggregate information, such as Google Analytics. We may share anonymous or aggregate information about our website visitors with third parties for advertising purposes, such as retargeting, or with other trusted parties that assist us in operating our website or conducting our business. We may also share any information we collect about users of our website pursuant to the Service Providers and Other Sharing sections, above.
Click here to opt out of the service.