How

The insights

Capturing how people shop generates an understanding of shopping behavior that can be put to good effect to develop better formats, layouts and displays. Designs that suit the way people shop will ultimately reflect in the popularity of the stores, their conversion rates and average transaction values.

If a high proportion of shoppers can’t reach the top shelf or the back of a poorly stocked shelf, sales from that location will be punished. The number of products offered in a range fatigues shoppers, if space allocation is not optimized. If shoppers speed up as they walk past chiller cabinets because the ambient temperature is uncomfortable, exposure to product is lost. If shoppers are on a mission to complete their trips quickly, they won’t like complex layouts.

By tracking a customer’s interaction with specific displays and fixtures, we can test the impact of new concepts, layouts and products before you make the costly investment of rolling it out to other stores.

Find out:

• What additional footfall is a new display bringing in?
• Is anyone looking at your new expensive digital advert?
• How cost effective is the new fixture?
• How long are customers playing with a new product during its launch?
• Is a new layout converting customers?
• Which signage is working?
• Which products are the least and most engaging to look at?
• Which areas of the display are capturing the consumers’ interest the most?
• Should we roll out these new concepts to other stores?
• What info shoppers read, picked up and touched.

This deeper level of insight can help managers adapt and manage penetration in-store and measure actual customer responses when changes are made.

Find out:

• Which zones are attracting the most interest?
• Do levels of interest relate to sales?
• Which are the most popular zones during events?
• Does increasing the number of staff in zones increase dwell time?
• Does a different zone layout make customers stay longer?

By having these metrics to hand, store managers can then change and improve the areas that need to be strengthened to make the merchandise displays work harder and improve their retail space management. By optimizing space utilization, store managers can understand what impact a fixture is having on footfall, sales and profits.

With our analysis, store managers can:

• Improve signage
• Change the product mix or display features
• Measure the impact of moving a display to a better location
• Understand the impact of consumer interest at different times or on different days
• Make considered estate refit decisions