Why Track Your Stores?
Technology, such as LiDAR and 3D sensors, is now available to track the end-to-end customer (and associate) in store tracking. Getting to see how people move, flow and path in real-time or playback is totally cool, but what business purposes does it serve? In this article we’ll explore just a few in store customer tracking capabilities–
• Display Optimization
Your visual
merchandisers work hard to create compelling, interesting displays, but
are they working and how could they be better? That’s virtually
impossible to answer until you can determine pass-by interaction and
conversion rates for the display. In-store people tracking
technologyenables all of those metrics down to the one-foot level – so
you can even determine what sides/positions of a display are most/least
effective. If you are a multi-location retailer, just think how powerful
it would be to perfect a display’s layout through measurement and
testing BEFORE you roll it out to all your store locations. That could
improve display conversion rate to levels far surpassing historical
benchmarks.
• Queue Management
With in
store trackingit’s possible to know where everyone -- customers and
associates -- are in the store in real-time. That unlocks numerous
possibilities for improving customer service but one of the most
straightforward is queue management. Do you have goals of what the
maximum line length of time should be for your store? It’s easy to tell
exactly how long all the queues are in your store, create email or push
notification alerts and manage your queues accordingly. If a line length
threshold is exceeded a manager or associate can be messaged to shift
another staff member to the registers or if your queue is below a
threshold an associate can be pivoted to working the floor. It’s even
possible to use predictive analytics to recognize when the queue is
about to get long so that staff can preemptively open registers. Overall
real-time queue management can help improve customer satisfaction while decreasing labor costs through improved efficiency.
• Promotion and Event Effectiveness
Do you run in-store promotions or events? Beyond just understanding if
they impacted store traffic, having full journey measurement in place
can help retailers evaluate if increased quantities of customers go to
the promotion/event areas of the store AND to what degree they engage
with the target merchandise. The people tracking technology
can give deep insights into what promotions and events are most/least
effective at sourcing excellent customers so that retailers can focus
only what is most impactful when creating future marketing calendars.
For more information you can visit: https://digitalmortar.com/
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