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How foot traffic analytics can tell you if your retail marketing is working

Written by Tony Loxton
Apr 3

The principle behind foot traffic analytics is simple. The people that pass through your stores are counted and their behaviour monitored, and with that information you can gain insight into how well – or not so well – your marketing efforts are performing. Of course, it’s a little more complex than that. The data gathered can be used in multiple ways to arm you with newfound decision-making capabilities.

With the right foot traffic analytics, you can avoid spending money on costly campaigns that don’t work and create ones that do. Here are the analytics that help you do this:

How many of your store visitors walk away with a purchase?

Foot traffic analytics don’t only cover the number of feet walking through your premises on a daily basis. Yes, you want that number to be as high as possible, but you’ll only enjoy healthy ROI if those feet equate to sales.

Data collected about average basket size (the average number of items in a purchase) will tell you whether marketing efforts such as in-store promotions, displays, staff scheduling or extended trading hours actually encourage visitors to make more frequent and larger purchases.

That said, the nature of your business will influence whether basket size is a determining factor in the success of your marketing campaigns. If you sell computer hardware, basket size will be less important than if you’re a supermarket.

Shopper smartphone signals allow for the real-time collection of data.

The signals sent out from shoppers’ smartphones searching for Wi-Fi signals make it possible to collect data in real-time. This helps marketers track not only foot traffic, but walk-bys (is your window display drawing people in or turning them away?), average visit duration (are staff engaging enough?), and how visitors navigate around the shop floor (does store layout encourage increased purchases?). Businesses with several store locations can also identify cross-selling opportunities.

Are you correlating your sales analytics with marketing data?

In the past, sales and marketing were seen as two distinct functions with different goals and metrics . Today’s business landscape doesn’t allow for that. Sales and marketing need to function as an integrated operation, with sales analytics correlating with marketing data.

Sales analytics (basket size, cross shopping trends, conversion rates) should be compared with marketing data (how well your marketing activities are performing compared with competitors, which channels are yielding highest ROI). When creating a marketing campaign, set targets for which foot traffic analytics will act as indicators for success. If the analytics are off, tweak and retweak strategies accordingly.

The experience you give your customers determines the success of your sales and marketing efforts. With the right data, you can create the experience your target market want. To learn more about in-store marketing metrics and how Blix can assist in optimising your stores’ performance with a foot traffic counter, try out our retail conversion calculator.

Learn more about Blix Traffic for retail

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