Cloud-based marketing and analytics Wi-Fi software company Purple WiFi has rebranded to Purple, 'the intelligent spaces software company', to better reflect the organisation's wider scope of focus.
Purple is now focused on visualising data about any physical space, pulling in all sorts of data points, including sensors, security cameras and even overlaying weather data onto purchase pattern data.
When this is combined with the information already available through Wi-Fi data, Purple plans to be able to help brands to predict behaviour.
The firm refers to this process as 'Intelligent Spaces' and can help brands to learn more about their location, customer base and help them to take action.
The evolved Purple offering includes a selection of products and features suitable for both small business and for enterprise.
Small businesses can continue to take advantage of Purple's free guest Wi-Fi product and purchase a cloud software license, which allows open access to marketing and analytics tools.
Enterprise customers have the option of four product lines: Wi-Fi, Location, and two new offerings, Fusion and Provision.
Sir Terry Leahy, Purple Board Director, said: "Being able to have 'Intelligent Spaces' that actually learn and react to customers will help retailers to enhance the planning and efficiency of physical retail spaces.
"It also improves the vital link between online and offline customer data, helping them to build loyalty and trust, and heralding an exciting new era for the high street."
Gavin Wheeldon, CEO at Purple, added: "The world moves fast, and at Purple we are not afraid to change our brand and product to move with it.
"Wi-Fi marketing and data is still and always will be the core of our business, but we've decided we need to offer more than Wi-Fi analytics alone to truly understand what is going on in a venue.
"If you can collect the data about any physical space, including Wi-Fi data, we can visualise it. We are calling this 'intelligent spaces' and it will change the way venues understand and communicate with their customers."