1. O
ne of our early customers, an
executive of a large retail brand that
was already using POS and CRM data
to his advantage, gave us a challenge that we
could not pass up...
“Tell us something we don’t already
know...”
He was looking for fresh insights that would
lead to improving sales performance and
operations.
After getting the go-ahead and deploying
TheRetailHQ®
in one of this flagship stores,
we started providing him with insights based
on in-store shopper behavior.
“Did you know that most of your
shoppers spend more than 20 minutes
in your store, and no more than 40?”
We learned that more than 70% of his
shoppers were spending 20 to 40 minutes
on one of the levels in his store. This was a
metric he never had, because door sensors
and video camera were only picking up
movement, not tracking unique shoppers.
This contrasted with the frequency of his
in-store promotions. Dynamic wall displays
were refreshed every 60 minutes and
promotional announcements were made
once every two hours.
“You mean we can optimize the effect of
in-store promotions?”
With this new insight, the frequency of
in-store promotions was increased, ensuring
that every customer is exposed to at least one
or two promotional messages each time they
visit.
Everything you never kneW
about your customers
This was a metric he never
had, because door sensors
and video camera were only
picking up movement, not
tracking unique shoppers.
Discover new ways to increase shopper engagement,
loyalty, sales and store performance.
Case Study: New Retail Insights
2. Make data-driven decisions about
shopper marketing and retail operations
in real time.
Today, shopper dwell time is monitored
across different zones within the store,
and in-store promotions are optimized
for each of the zones.
Using TheRetailHQ®
, management also
discovered that many shoppers were
spending time looking at a particular brand
of apparel, and were in fact spending a
significant amount of time in the fitting
rooms in that area of the store. However,
the POS data showed that sales of that brand
were disproportionately low. Shoppers were
spending time looking and trying things on
for size, but this was not translating to sales.
Staff members were sent to observe shopper
behavior in that particular zone and to
analyze the entire customer experience.
When shoppers spend a lot of time
browsing, without buying, you know
there is potential that can be unlocked
with the customer experience design.
This led to interesting discoveries about the
effectiveness of sales assistants deployed in
the area and the overall customer experience
in the fitting rooms, which in turn led to
operational changes in that part of the store.
Today, TheRetailHQ®
continually enables
store management to make data-driven
decisions in real-time. This allows them
to respond nimbly to new discoveries and
changes in shopper behavior.
Case Study: New Retail Insights
Discover new insights about your customers that
will enable you to make smarter retail decisions.
Visit us at: www.TheRetailHQ.com
Or contact us at: TheRetailHQ@y-find.com