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Retail Analytics

Everything you didn’t know you can track with retail people counters

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Written by Tony Loxton
Aug 24

Any marketer worth their salt knows how important website analytics are when it comes to improving an e-commerce website’s performance. It’s no secret: the best way to generate relevant web traffic, improve conversion, and maximise ROI is to make decisions based on relevant insights gleaned from solid website analytics data.

WiFi analytics—or ‘real-world’ analytics—is just as useful as website analytics

Just as website analytics can be used to measure and improve a website’s performance, so WiFi analytics can be used to measure and improve a brick and mortar store’s performance. WiFi analytics measures and tracks metrics relating to foot traffic by capturing anonymous data from shoppers’ smartphones as they enter, browse, and exit a store. This is possible because any smartphone that has WiFi turned 'on'—as most invariably do—is visible to a WiFi analytics platform.

Retail people counters use WiFi analytics to track a range of useful metrics

By using a WiFi analytics platform, retail people counters can measure how many people visit your store each day. Useful, right? Actually, advanced retail people counting software can measure, track, and analyse much more than that. Based on foot traffic metrics, retail people counters can unlock useful customer behaviour insights that should inform everything from your staffing roster to your window displays.

WiFi-based retail people counters allow you to track the following measurements in real time:

1 Footfall numbers, including unique visitors

Tracking how many people visit your store during a set time period and comparing this measurement against your sales data allows you to work out your store’s conversion rate, an invaluable gauge of overall store performance. Tracking foot traffic numbers in real time also reveals when your store is busiest, allowing you to adjust rosters to ensure sufficient staff are available to help your customers during peak hours.

2 Returning visitors

Of your total store visitors, some will be ‘unique’ or first-time shoppers, while other will be returning visitors who have previously visited your store within the past 30 days. Retail people counters are able to recognise returning visitors based on their device data. This information is useful as it allows staff to pay extra attention to returning visitors, as they’re more likely to purchase goods than someone popping into your store for the very first time.

3 Passers-by of a particular location

A ‘walkby’ is someone who passes by your store’s doors without entering. If your store location is experiencing a high number of passers-by, but low footfall numbers, you may need to improve your window displays or think about moving to a new location.

4 Visitor frequency and loyalty

Tracking how often returning visitors visit your store during a set time period helps you gauge customer loyalty.

5 Bounce rates

A store’s bounce rate refers to the percentage of visitors who leave the store within a set time period, usually five minutes. A high bounce rate could be caused by understaffing, unfriendly staff, misleading window displays or visual merchandising issues.

6 Dwell times

Dwell times relate to the amount of time each visitor spends in the store before leaving. Long dwell times coupled with decent sales figures are a good sign, as it suggests that your store provides a positive customer experience. Long dwell times coupled with low sales figures, however, could suggest that your customer service is slow or your checkout process too lengthy. It’s also possible to work out the optimal visit duration (AVD) of each store using dwell times and point of sale data.

7 Visitor flow, both within a single location and between multiple locations

Strategically installing multiple WiFi analytics sensors within your store allows you to track how shoppers navigate your store. This information is invaluable when it comes to designing the best floor plans and choosing where to position certain products for maximum visibility. Similarly, if you have multiple store locations, retail people counters are able to recognise and track the devices of shoppers who visit more than one location.

The Blix Traffic retail people counter does more than just count foot traffic. By tracking all of the metrics listed above, Blix Traffic provides valuable insights into in-store customer behaviour, allowing you to take relevant actions to maximise ROI. Download our white paper to find out more about how Blix Traffic can help you improve the performance of your stores.

Download our retail white paper - Go Beyond the Door

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