Customer Behavior Analysis & Journey Mapping

Understand customer behavior to improve sales

Customer behavior insights form the foundation of store improvement strategies, enabling you to see exactly where to target your resources.

Customer behavior insights form the foundation of store improvement strategies, enabling you to see exactly where to target your resources.

By harnessing footfall data, you can create detailed customer journey maps that highlight opportunities to:

  • Improve brand positioning
  • Create engaging store design
  • Develop in-point merchandising
  • Deliver exceptional customer service
  • Create targeted and timely marketing campaigns

Once you understand the journey, you’re ready to convert browsers into buyers to make sure your store and brand reach their full potential. This information helps you answer these key questions:

Who? Use customer demographics to improve POS communications and increase sales

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What? Understand what customers really buy, not what they say they buy

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Why? – Determine how shopper behavior changes when the store layout is different

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Where? Understand the customer journey as they move through a store or mall to determine different levels of engagement

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With actionable insights, you can:

  • Improve sales performance by exposing causes of missed sales opportunities
  • Increase conversion through improved merchandise positioning
  • Understand customer demographics to target marketing campaigns and POS displays
  • Benchmark brand performance against competitors’
  • Enhance customer service by monitoring in-store interactions
  • Transform the shopping experience and understand the entire journey, not just the final buying decision
  • Reduce congestion and bottlenecks with navigational and heat map analysis

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The Insights

  • Capture how people shop new format stores
  • Understand global demographics and understand the difference in their shopping behavior
  • Establish how shoppers navigate stores and how much of the merchandise they walk past
  • Identify hot spots and barriers to movement
  • Determine how people really shop rather than how they say or think they shop
  • Measure the difference between what people shop and what they buy
  • Work out how long customers spend in a store or certain zones/aisle
  • Know what percentage are returning customers and how often they return
  • Learn the ratio of passing traffic compared to the amount of people entering a store
  • Which shoppers enter the store, then leave instantly
  • Where customers spend most of their time in store and which are the hot and cold spots
  • Merchandising by product line, lifestyle or brand collection can be a hotly contested issue. Striking the right balance between a format that offers clean sight lines and efficient shopping experiences with one that offers retail theatre, excitement and discovery is never easy. Determine whether you’ve got it right by seeing how people actually shop.
  • When do you approach a customer? Is it best determined on browsing time or behavioral signals? Are their certain customers who want help and others who will be put off by an approach? Basing such decisions on insights derived from customer behavior can help validate or change shop floor policies and practices
  • With so many brands and models on show in such confined spaces, designing a layout that facilitates navigation and avoids creating bottlenecks is paramount. To create a layout fit for purpose you need knowledge of which brands shoppers are instantly drawn towards, how long they spend interacting with a device and how many different products they play with.
  • Branding, product samples, in-store POS and beauty advisors all have a role in making sales. Establishing how much investment to give to each can be made easier by knowing the level of interaction customers have with them and seeing how they influence sales.
  • Knowing how different profiles of shopper spend their time, which amenities and facilities they use and how easily they manage to navigate the mall, can influence how often they return. The ability to capture the behavior of different shopper segments helps tailor the offer further to the target audience
  • Large format stores and warehouses can make it notoriously difficult for customers to find help when they need it. Compiling patterns of where and when these moments of truth occur, allow staff to be in the right locations preventing missed sales opportunities and abandonment.

Business Functions

Estate Planning

In-store operators

Marketing & Insights




Customer Behavior Analysis & Journey Mapping

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July 14, 2015 | By Ipsos Retail Performance

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