Using Analytics Data to Improve Customer Experience
More brick-and-mortar retailers rely on marketing analytics to improve the customer experience.
However, the switch to marketing analytics brings its own challenges. Some store managers are concerned about data accuracy and compatibility. Others don’t know which data to collect or how to correlate the results with their activities. For many, the answer is foot traffic and dwell time analysis.
Why rely on foot traffic analytics?
When most people think of foot traffic, they envision people entering or leaving a physical store. Foot traffic analysis considers all movement patterns within a store. This means monitoring entrances, exits, and specific areas or an entire sales floor. When performed properly, analyzing foot traffic and customer attributes delivers more meaningful insights that are truly useful to retailers.
By analyzing foot traffic data, management can examine the movement of shoppers and determine if changes are required to improve the customer’s path. Are there any aisles that are less busy than others, or perhaps other improvements to increase customer flow? Each store’s layout must be fully optimized, otherwise it won’t achieve its full potential.
To deliver truly actionable insights, foot traffic data must be accurate and reliable. AQUAJI identifies and recognizes each shopper while fully protecting their anonymity by assigning codes when performing face and body detection instead of using facial recognition. Here’s how it works. A unique identifier key is assigned to each person. This identifier is created using aggregate data (anonymous attributes) and helps deliver more accurate counts with no possibility of false positives or duplicates. This ensures staff members are excluded from your visitor counts and eliminates duplicates for greater accuracy.
Why rely on length of stay analysis?
Dwell time tells us a lot about a display or product’s performance because people who spend longer interacting with a product are more inclined to purchase. The reverse is also true. Shoppers who spend less time interacting can indicate an opportunity for improvement. Perhaps it’s time to switch products or redesign the display.
Dwell time and length of stay data can validate any store concept. Store layouts can be adapted so shoppers are exposed to new products or impulse items for a longer period. In other cases, you may wish to reduce visitor dwell time to increase the store’s turnover rate. It’s easy to see why dwell time analysis has become such an essential tool for retail sales growth.
Reducing Wait times
Monitoring check-out queues lets you react immediately or plan your staffing based on collected data. You can also use this data to evaluate your staff’s performance. You can leverage AQUAJI’s computer vision capabilities to better manage your stores and enhance the customer experience.
Marketing analytics for QSRs
Foot traffic and dwell time analytics can provide useful insights for QSR operators. Dwell time analysis can be used to monitor employee performance at the order counter and can also help restaurant managers plan their staffing based on historic foot traffic data. Trends can also be established when we correlate advertising campaigns to the number of people who entered the restaurant.
What else can AI-based marketing analytics software do?
Navori’s AQUAJI software can add an extra layer of information to complete the shopper’s profile because knowing how much time shoppers spend in each area only tells part of the story.
AQUAJI tracks demographic data such as gender and age group to provide additional insights for retail store planners because customer interaction can be tracked down to individual shelves.