Walkbase Unveils Innovative Millimeter Wave Sensor at NRF 2025
New York, Monday, 13 January 2025.
Walkbase introduces a pioneering sensor technology that enhances in-store analytics while ensuring customer privacy, promising significant advancements in retail media attribution.
Revolutionary Privacy-Focused Analytics
Walkbase, a STRATACACHE company headquartered in Dayton, Ohio [1], has launched its groundbreaking Millimeter Wave Sensor Solution today, January 13, 2025, at the National Retail Federation’s Big Show in New York [1]. This innovative technology represents a first-of-its-kind application in retail, as confirmed by Ben Reynolds, Vice President of Business Development at Walkbase [1]. The solution operates by utilizing electromagnetic waves to capture essential retail metrics without collecting personally identifiable information (PII) [1].
Enhanced Capabilities for Retail Environment
The new sensor technology demonstrates superior versatility compared to traditional tracking tools, offering expanded coverage areas and consistent performance across various lighting conditions [1]. Following successful trials in a major regional US grocery store [1], the solution is now being made available to retailers. The technology captures three crucial metrics: location data, customer pathing, and dwell time analysis [1], providing retailers with comprehensive insights into consumer behavior patterns.
Strategic Impact on Retail Media Networks
This launch comes at a pivotal time for retail media attribution. As highlighted by Kevin Carbone, CEO of PRN, ‘Accurate attribution is essential to properly monetize an in-store retail media network’ [1]. The technology addresses growing industry demands for privacy-compliant measurement tools, particularly from retailers, advertisers, and organizations such as IAB [1]. Walkbase, operating across 28 countries [1], will showcase this technology at various retail trade events throughout 2025 [1].
Future Implementation and Availability
The solution’s debut at NRF 2025 (booth 5213, level 3) [1] marks the beginning of its commercial availability. As part of the STRATACACHE group, which specializes in retail transformation through advanced marketing technology [5], Walkbase’s new solution integrates with existing retail media solutions provided by sister companies PRN and Scala [1]. The technology will be demonstrated at multiple retail trade events throughout 2025 [1], signaling a strong commitment to widespread adoption across the retail sector.