4 Ways In-Store Retailers Can Measure ROI
Interior Analytics Data is Key to Understanding In-Store Experience.
Retailers are always interested in building brand loyalty for the long term. Brick-and-mortar stores play a big role in allowing customers to really experience a retailer and the brand. That is why there is a growing trend with pure-play commerce retailers opening physical stores, like Zappos and Birchbox for example.
In order to have a successful and optimized omni-channel strategy, retailers need data and analytics. Defining ROI can be tough as there are so many points to take into consideration. Retailers need data that can measure consumers, channels and the different lines of business within its own organization.
Retailers need interior analytics data. In order to drive sales and loyalty with a brand, retailers need to know how shoppers interact with a store and how they are really engaging in the brand.
Here are 4 ways to use interior analytics data effectively.
1. How Long Do Customers Wait?
Although it is not directly linked to ROI, wait times impact the customer’s experience with a retailer. It is important to know how long your customer has to be in line to purchase items or use the fitting room.
2. How Do Shoppers Move?
Knowing the shopper’s movements gives a picture of shopper experience. Find areas that have a lot of traffic, very little traffic, and areas with great congestion. Based on the data found, improvements can be addressed.
3. Do Shoppers Tend to Dwell?
By finding the best dwell times, either by time of day, the season or department, retailers can better measure a shopper’s experience. Based on the findings, stores can make adjustments to staffing or even strategy.
4. Navigating Easily
When a retailer measures the places a shopper visits in their store, they can find ways to map out departments in locations that make the most sense. It is better to keep certain departments closer together so that a shopper does not have to walk around too far to get items. Departments should be placed strategically to give customers the best experience and engage in a brand that makes shopping easier.
Retailers are always looking for ways to build brand loyalty, which is why it is so important to understand the shoppers experience in-store. Finding ways to build interior analytics data is crucial in order to create effective solutions.
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