Consumer & Customer Insights

Understand customer behavior to improve store performance

Enlighten your decision making and include customer behavior insights to form the foundation of store improvement strategies.

Enlighten your decision making and include customer behavior insights to form the foundation of store improvement strategies.

Using customer behavior as a key driver is fundamental to increasing conversion rates. The insights available give you the tools to provide engaging store designs, unrivalled customer service, on point merchandising and even targeted and timely marketing campaigns.

Actionable insights that convert more browsers into buyers will ensure your store reaches its full potential.

Understand customer behaviors such as:

Who? – Establish your customer demographics to improve communications and increase sales

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

Why? – Determine why customers shop the way they do in different store layouts

Where? – Understand the customer journey across your entire store or mall to determine the various levels of engagement

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  • Improve sales performance by exposing causes of missed sales opportunities
  • Increase conversion through improved merchandise positioning
  • Enhance customer service by monitoring in store interactions
  • Transform the shopping experience and understand the whole journey, not just the final buying decision
  • Improve ROI by targeting marketing campaigns and POS to store demographics
  • Reduce congestion and bottlenecks with navigational and heat map analysis
  • Monitor POS success with dwell time and customer interaction levels

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The Insights

  • Capture how people shop new format stores
  • 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
  • Know what percentage are returning customers and how often they return
  • Learn the ratio of passing footfall 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.
  • Product samples, in-store literature or beauty advisors all have a role in making sales. Establishing how much investment to give to each can be made more straightforward by knowing the level of interaction and involvement 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




Consumer & Customer Insights

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July 14, 2015 | By Ipsos Retail Performance

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