SITA Acquires Passenger Analytics Startup MEXIA—Here’s Why That Matters for Brick-and-Mortars

In a move reflective of the growing importance of in-store analytics solutions for retailers, airport services giant SITA has acquired passenger analytics startup Mexia Interactive, the companies announced last week. 

MEXIA’s curb-to-gate analytics solution leverages sensors to collect data on foot traffic, and its platform organizes that data into analysis and forecasts that airport management can use to maximize efficiency and measure the effectiveness of in-airport retailers.

This means MEXIA can help its clients understand and address potential dangers to the customer experience—such as spaces in the airport and times prone to long lines—and identify potential revenue sources beyond airfare.

Of course, airports aren’t the only retail real estate where a solution like MEXIA’s can add critical value. In-store sales actually appear to be on the rise, bucking the Amazon-driven downward trend of the past few years, and it’s tech-based innovation like interior analytics that is pushing retailers in the right direction. 

In the age of e-commerce, where customers can buy most anything online, convenience is paramount. Customers accustomed to personalized online offerings and one-click purchases are unlikely to tolerate the sort of hiccups that MEXIA’s expertise exist to neutralize.

There’s no need to take the pundit’s word for it; the truth is in the numbers, which show that a select few retailers are reaping the rewards of innovation, using superior resources and forward thinking to entice customers at a time when conventional approaches are leading most to decay or ruin.

“With the acquisition of MEXIA we will strengthen our airport portfolio, providing our customers with automated predictive analytics and detailed passenger flow management throughout the airport,” said Barbara Dalibard, CEO of SITA.

SITA will offer its now expanded suite of airport services and IT solutions to MEXIA’s existing customers.

Joe Zappa is Street Fight’s managing editor.