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How to use visitor flow data to optimise store layout and ultimately increase retail sales

Written by Tony Loxton
Aug 29

If you’ve ever asked a loved one what they want for their birthday, only to be met with a shrug and a sigh, you’ll know that the chances of finding something that blows their socks off is incredibly slim. Giving people what they want  whether it’s your significant other or your customers is impossible if you don’t know what it is that delights them in the first place. But what does this have to do with an attempt to increase retail sales?

In an age where brick-and-mortar stores are up against increased competition from eCommerce offerings, retailers have to up their game if they want to stay afloat.

Competing against the behemoth that is eCommerce is no easy task. In order to retain their market share, physical stores are having to amplify their offering. The good news is they have a one-up on their digital competitors: the fact that they can offer their shoppers a tangible experience. In fact, the ability to engage the physical senses of shoppers might just be the golden ticket retailers have been looking for. As this article from The Guardian points out: “a store is so much more than a sales channel; it is the physical manifestation of a brand,” which is why aspects like your store layout have a substantial influence on your profits. The logic is simple: the better the shopping experience, the more likely retail sales will increase.

If you want to optimise your store layout, you need wifi analytics to give you insight into how shoppers are moving around your store.

Being privy to this vital information is the first step towards optimising store layout and, ultimately, facilitating an increase in retail sales. You need to be able to ascertain how many customers are entering your store, the areas they’re immediately drawn to, the spaces they tend to avoid, and the areas they spend the most time in. Once you’re monitoring visitor flow, you’re able to ask questions like: what does this mean in terms of floor staff? Is our product placement to blame? Is the lighting too dim in one area? Is there a bottleneck in one area of the store that puts people off visiting another?

One of our clients was able to achieve this after they implemented Blix Traffic in various areas around their store.

Thanks to 15 people counters placed around the store, the client was able to identify crucial trends in their visitor flow, including the areas with the highest dwell time by department, those with the lowest dwell time, and the typical route shoppers used to navigate the store. Thanks to this insight, they were able to cater better to the patterns in visitor flow by tailoring their store layout, product placement, in-store promotions and distribution of floor staff accordingly. In short, the data they gleaned via Blix Traffic enabled them to increase retail sales. Learn more about how this client used wifi analytics and people counter data to optimise their store performance and increase retail sales, by downloading our free whitepaper here.

Download our retail white paper - Go Beyond the Door

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