Bringing online analytics into stores to drive loyalty
By tracking customers and applying analytics to footfall metrics retailers are able to bring some of the data-rich insight to the store environment that they have been gaining from their online shops. By Glynn Davis
Ahead of moderating a panel discussion at the 5th Retail Bulletin Customer Loyalty Conference 2014 on 10 June, Juha Mattsson, vice president at Walkbase, suggests: “A lot of practices have been established online that are all analytics-based. This is now being pushed more to bricks and mortar stores – with measuring and optimising the stores through marketing, staffing and loyalty.”
He adds that it is possible to track repeat customers by recognising them through their unique device and therefore know whether or not the store is attracting new or repeat customers, which very closely links to driving loyalty.
Mattsson highlights how retailers have to make tough decisions on either shutting stores or making changes to them and that in order to make the relevant changes to the in-store environment it is essential they understand how customers behave in their physical outlets.
Walkbase installs sensors in-store and by using retailer’s Wi-Fi it is possible to monitor customers’ activities in-store. By using these sensors to give the positioning of shoppers it is possible to split stores into zones and time customers in order to optimise the in-store experience. By making simple Changes to the layout dwell times can be significantly increased.
With 70% of consumers typically having Wi-Fi set to ‘on’ on their devices Mattsson says it is possible to gain “more than enough data to analyse the footfall” and the trends are moving towards this number increasing further, which will make the data even richer over time.
Rather like online, this customer behavior data can be quickly used to make changes and provide the opportunity for retailers to do A/B testing in order to find the most effective way of laying out stores, merchandising, and positioning offers and promotions.
“Retailers can compare what effect the changes make and rapidly learn from this to make change processes much more planned,” he says, adding that this very much provides retailers with the same sort of metrics that they enjoy online.
Although it is clearly not as effective as being able to monitor customers’ clicks, it is much better than relying on old techniques of using point-of-sale data and employing people counting technology in-store.
Walkbase has also developed a platform for managing iBeacons that involves the setting of automated rules that trigger set engagements with customers as they move around the store, this enables marketing to be undertaken at a very personalised level via retailers’ apps that customers download.
“Marketing is going very small, down to an individual level and based on specific locations. These micro-campaigns all need to be automated and we’re building a platform that can provide this capability,” says Mattsson.
You can join Juha and his fellow speakers at this top-quality day by registering now. With ample discusssion and networking opportunities throughout the day including a complimenatry drinks reception, this will be time out of the office well-spent.