Written by Tony Loxton
Today’s shoppers simply don’t play by the same rules as those of a few years ago. They have more access to information than ever before thanks to the internet and social media, and enjoy far more choice as a result. Accordingly, consumers today are likely to shop at two to three different touchpoints to fulfill their needs, including both online and offline channels, as well as multiple physical retail outlets.
If you’re only concerning yourself with how shoppers interact with your brand when they arrive at your store or venue, you’re missing out on a huge part of their buying process. There’s substantial research that shows most shoppers browse online stores and make extensive use of online searches before they arrive in-store. This means that most shoppers arrive at your physical store having already done most (if not all) of their pre-purchase research. Ensuring that your online and physical stores are an extension of one another will create a more cohesive experience for your customer, and encourage them to visit your physical store more frequently. It’s also advisable to implement an automated inventory management system to prevent your customers from arriving at your store and not being able to find the item they’ve decided to purchase based on browsing your online store.
Next-generation people counter tools like Blix Traffic track the anonymous WiFi signals from your shoppers’ smartphones as they move within and outside your stores, which gives you real-time insight into the way customers are engaging with you across all channels. Blix Traffic collects the unique signature of each device, but collects no personally identifiable information, which makes it possible to identify cross-shopping between your outlets without compromising your customers’ privacy. This data will reveal trends about the way shoppers interact with each of your stores. For example, you might find that shoppers who have visited one of your high-street stores are twice as likely to return as those who visit smaller outlets, or that customers visit both stores, yet only make purchases at one in particular. With these insights, you’ll be able to identify the trends behind shopper behaviour and use these to highlight potential causes for poor engagement at one store and make the appropriate adjustments.
For more information about recognising shopping patterns between your stores, download our free guide and unlock a new world of insight into your store’s performance.
Some in the retail business like to rely on their intuition when it comes to making..