Ipsos Retail Performance. Blog.

RetailEXPO 2019 : What customer data can do for your retailer

Customer Experience

We’re here at RetailEXPO at London Olympia, showcasing our footfall technology and customer behaviour analysis to retailers from around the world. We’ve had so many visitors to our stand 5B51, and yet again we see proof that the bricks-and-mortar in-store experience is still an important facet of the retail world.

But how can harnessing in-store shopper data improve store performances, boost conversion rates and ensure that physical stores remain profitable and desirable destinations?

Here are just some of the ways Ipsos Retail Performance’s technology can support.

Facial profiling to understand demographics

Using sophisticated facial recognition technology which uses encryption to protect individual identities from misuse, our solutions can recognise gender, age, and even happiness level of individual shoppers. When placed above shop windows, this can measure the impact of visual displays and signpost when a new campaign should be rolled out. When placed at till points, it can give insight into the type of audience who are spending the most money – and who need more persuasion to part with their cash.

Compare against the rest of the industry

Of course, understanding your own customers’ behaviour and footfall is incredibly valuable. Knowing when, where and for how long they browse allows decision makers to make smarter decisions on store layout. But how do your demographics compare to your competitors’? With Ipsos Retail Performance’s broad suite of retail clients, it is possible to have a bird’s eye appraisal of a retailer’s audience, in comparison with the wider market.

Excluding staff from your figures

For retailers who have a relatively high number of staff working on the shop floor (think luxury brands with door security, or telcos with assistants on hand to advise on handsets), including staff in your figures skews your customer data. This can imply your conversion rates are much lower than average, or focus your efforts on an in-store location which doesn’t need as much attention.

Inspiring the right questions

Accessing and understanding the customer data is one thing, but what do you do with it? There are various tracker solutions on the market but with Ipsos, you will have access to an interactive dashboard which shows all of your stores in one place, and an account manager available at any time to help you ask the right questions. This could be “should I change my staff rota?” or “could I invest in a new POS to speed up waiting times?” Fundamentally, statistical trends should be interpreted and actioned on, not glanced over and put to one side.

If you wish to get a better understanding of your customers, whether that’s footfall counting or in-store shopper behaviour, get in touch.

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