Best Practices of Retail API – GeoMobile

Geomobile, an international development firm specializing in mobile applications, is working on behalf of a collective of innovative retail clients to extend the functionality and value of existing traffic counting programs. Using the ShopperTrak application programming interface (API), Geomobile has created a customized interface that provides streamlined access to key operational metrics.

Business Situation

The ShopperTrak API is designed specifically for ShopperTrak Managed Service clients who rely on ShopperTrak to count people and analyze traffic data. This data helps companies analyze key marketing and operations performance indicators in order to:

  • Calculate total sales opportunity and conversion rates
  • Compare store performance across the network
  • Improve labor scheduling efficiency

Reported daily, the traffic data provides a strong foundation for corporate business intelligence, but it is not always readily accessible on the front lines. It may be several days until associates and managers (at the individual store, field or regional level) can review data, resulting in missed opportunities and inefficiencies. Using the Retail API, companies have access to the ShopperTrak data as soon as it is available, in a format that fits their specific needs.

Realistically, not all users may have the time or training to perform detailed data analysis. Thus, many ShopperTrak clients are looking to implement advanced methods to streamline and prioritize the wide array of collected information. The Retail API provides a flexible delivery mechanism to organize and clearly present this data to different audiences across the enterprise.


The ShopperTrak API provides robust development access, enabling clients to seamlessly integrate detailed traffic data into their existing business decision systems, including point of service (POS), mobile applications, enterprise reporting tools and workforce management applications.

Easily-configurable and rapidly deployed, the Retail API enables a holistic view of performance for better decision making. Geomobile specifically used the API for an Android-based mobile application, but the possibilities are endless in terms of business applications and interfaces into which the traffic data can be incorporated.

A Straightforward and Structured API

The ShopperTrak API streamlines the production life-cycle by making it easy for developers to find and use relevant coding.

“The API is designed so that the code is both highly transparent and readily portable,” according to Geomobile founder Robert Rajewski. “The functionality is obvious and easily replicated, so there’s no need for developers to start from scratch.”

Rapid Development Cycle

Because the API is set up as a highly-efficient, self-service platform, developers can quickly incorporate it into their own proprietary initiatives. As an example, the entire Geomobile app development cycle was completed start-to-finish in less than five weeks: two weeks from inception to beta; two weeks to refine and improve functionality and one week for quality testing and documentation.

Ready Access

With the ShopperTrak API, clients can place critical information right at the user’s fingertips, without cumbersome manual manipulation. Custom applications can be created that allow clear identification and selection of relevant data parameters and views.

“A visual interface makes decision making much more tangible to the customer,” said Rajewski. “The mobile app we created helps companies introduce enhanced reporting and analysis throughout the business environment, without the addition of costly infrastructure.”

What’s more, there’s no discrepancy in the timing of data delivery. The Retail API provides access to the client’s detailed aggregated traffic data as soon as it is available in the ShopperTrak network, so it is in turn immediately available via the mobile or desktop interface.


With the ShopperTrak API, clients bridge the gap between traffic data collection and analysis, giving unprecedented access to information across the retail environment. Users tap into a proven data delivery channel that extends the value of the managed service offerings for both corporate and field users.

“It’s incredibly easy to get multiple views of key performance indicators with just a click of a button,” said Rajewski. “Better access promotes better understanding, and better understanding promotes better performance.”

The Retail API not only provides access to measurable and actionable data on-the-go, it also opens a path for better communication between corporate users and the field, where speed and responsiveness can directly impact revenue. Retail analytics available through the API include:

  • Client conversion rates
  • ShopperTrak STAR (shopper-to-associate ratio)
  • ShopperTrak Power Hours™
  • Plus, any number of customized data points

By rapidly distributing this information across the organization, operators can more quickly adjust resources to accommodate traffic trends. In turn, that creates a more positive shopping experience for the retailers’ own customs.