Ipsos Retail Performance. Blog.

Retail Analytics In-Store: The Beginner’s Guide

Shopper Behaviour

Analytics and retail are a naturally productive partnership but the spotlight of data gathering and analysis has been in the digital world. However, in-store analytics have been available for some time to brick and mortar stores.

The data offers insight in to how well marketing is working, what customers actually do when they enter a store and whether there is an end result to their visit, such as a sale (conversion).

What are retail analytics?

Retail analytics can change the way that businesses are able to create strategy and make key decisions. They offer insights into factors such as traffic counting (known as footfall in the UK) and retail conversion rates that provide tangible proof of a store’s successes or failures.

Traffic Counting and Conversion Rates

Traffic counting is the foundation of insightful in-store analytics. Tracking the number of people who enter a store can provide surprising opportunities to boost conversion and make smart decisions about store layout and strategy.

This data allows for effective staff scheduling according to peak shopping times and it has the ability to measure the impact of marketing campaigns by measuring the change in numbers to in-store visits.

One of the key metrics is a store’s conversion rate which indicates how well a store is performing. Our blog ‘How to calculate your store’s conversion rate‘ details the importance of understanding sales versus store traffic.

Workforce Productivity

Staffing optimization is a key element of effective store management but it can present a significant challenge.

Introducing simple organizational changes using traffic data allows stores to schedule and task associates to meet demand. These changes have a direct impact on operational costs, as teams are used more efficiently and effectively.

The reality is that this can translate across many different areas, from managing scheduling to ensure that service meets customer demand, to efficiently handling payroll by looking at historic and predicted footfall patterns.

The key relationship between customer conversion and staff deployment is no longer a mystery with access to this kind of data.

Customer Behaviour Insights

For any business, customer behavior is fundamental to the strategy it pursues. The tricky task is to use insights based on behaviors people actually exhibit as opposed to what they think they do.

Solutions that observe peoples natural behaviors can uncover interesting insights, providing direction in areas such as store design, layout & navigation as well as communications and staff interaction.

The results create a more engaging store that transforms the in-store experience for shoppers.

You might like to read our blog ‘How to calculate your store’s conversion rate‘ 

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