Piximate has been assisting numerous retailers in the strategic decision-making process by providing them with relevant in-store footfall data.
By “scrutinizing” the visitors of a POS, you can increase your customer knowledge, which is much more than to gather simple footfall data, by defining detailed customer profiles and by identifying behavior patterns. Retailers have at their disposal relevant data they can use for optimizing their stores and refining their strategy. This data turns out to be very precious at many levels – operational, strategic and promotional – across a company.
Although the results are undeniable, it must be noted that still, too few retailers are interested in footfall data.
However, in-store customer journey offers lots of insights and must be analyzed as a whole: assessment of the attractiveness of the shop window, analysis of the customer journey through the store and calculation of the percentage of purchases. It must be considered as a sales funnel, with tangible actions to be taken and to be measured in order to optimize the conversion rate across its stages. Footfall analytics tools must be placed strategically to provide relevant data that will help take effective actions, measure them and optimize them.
The scope of collected data is broad and diversified: traffic flow throughout specific periods, waiting time, visit duration and frequency, shelf/product category engagement, customer profiles, emotions reading, visitors coming with their partner or family… The gathered information helps to refine actions and supply. As retailers keep increasing their customer knowledge, they’re more likely to meet their customers’ demand or even to anticipate it and to improve the loyalty rate.
Who needs what data?
Store Managers and Associates
Store managers and associates are in direct contact with customers. It is vital to provide them with information that will help them enhance customer experience and deliver a quality service. With traffic data, they can better plan tasks and adjust staffing according to the visitor flow. It minimizes the risk of queues getting longer or of lacking time for advising customers, which are both factors directly impacting sales. Store managers have now all the elements enabling them to take actions aimed at offering the best customer experience.
It is crucial not to work in silos in order to prevent risks of cannibalization inside a brand, between its brick-and-mortar stores and e-commerce website. Traffic flow data gives relevant insights on store shelves and products driving the most traffic, such information must be reported for the e-commerce inventory planning. The in-store collected data is also useful when you want to make sure that “showrooming” activities do generate traffic and online sales. Similarly, monitoring the “click and collect” service and its impact on the conversion rate helps to adopt new winning strategies for the total turnover of a brand.
Footfall data is obviously very important for the marketing team, but not only for the in-store actions. The collected insights help to assess the impact and the effectiveness of actions carried out online. Marketers can determine which campaigns have the biggest impact, in other words, which campaigns are driving the most visits in POS. But above all, with footfall data, they can target their marketing campaigns extremely precisely by defining more complete customer profiles.
Data collected with visitors counting provides information on commercial property. Which locations are the most visited? Why? How can you increase traffic in a store in particular? What is your competitors’ influence on a POS? Footfall data analysis, this is the answer for all these questions. A timeline with footfall and traffic flow data, especially interesting in the case of shopping malls, is also helpful when negotiating the terms of lease.
It is key to use the commercial space as effectively as possible and to optimize the product placement in order to boost the turnover. It’s the merchandisers’ field of expertise. If you want them to excel, you really need to give them information on the time people spend looking at the shop window or on the engagement rate for showcased products. It helps them test different scenarios, adapt a low-performing shop window or swap showcased products.
In-store traffic data, which is a true gold-mine for analysts, helps retailers make insightful decisions and take actions that will significantly enhance customer satisfaction, conversion rate and loyalty rate. Today brands adopt customer-centric strategies. Knowing customers’ needs and preferences, their behavior and buying patterns has become fundamental for retailers who want to meet their customers’ expectations.