Retail Analytics

In-store vs e-commerce marketing analytics: What you need to know

Written by Tony Loxton
Jul 26

The battle between in-store retail and e-commerce is raging like never before, as experts predict the demise of brick and mortar stores and the rise of online retail. But is it as simple as one versus the other? Nowadays, shoppers want both: a seamless omni-channel retail experience that bridges the gap between offline and online. To deliver this experience, and for it to yield sales, retailers need to understand both in-store and ecommerce marketing analytics and how to use these data-driven insights to make the right operational decisions that drive traffic to their stores, both online and offline.

E-commerce may be booming, but offline retail still reigns supreme

In Australia, growth in ecommerce is strong, with total online sales predicted to reach $32 billion this year – an increase of just under $6 billion since 2013. Widespread internet use, the prevalence of mobile devices, preference for online shopping and good infrastructure are all factors that are spurring the boom in the online retail space. The offline retail space, however, while showing signs of shrinking, still holds the bulk of overall retail market shareSo where do marketing analytics come into play? Since big data has become the lifeblood of marketing and business, no sector can afford not to collect and analyse data.

In-store analytics reveal how customers behave while shopping in-store

First, let’s examine in-store marketing analytics. These have become more important than ever, especially given competition from e-commerce. The main objective of in-store analytics is to collect data about customer behaviour and find insights that can help stores offer customers a better experience and increase turnover. Beacons in shopping carts, WiFi and cameras help collect data that reveal their buying patterns, how they move around a store, basket size and contents, popularity of products and peak shopping times.

Online analytics monitor how shoppers navigate e-commerce sites

With online marketing analytics, data is used to yield insights that lead to an increase in turnover. Online analytics rely on software to harness data about how shoppers interact with a website and make online purchases. The dollar volume of purchases, the way visitors navigate the site, patterns in purchases across groups of people and locations and click-through data are some of the parameters online analytics track. Based on data collected, a website can be personalised to individual visitors, and, for example, based on location and purchase history.

Both in-store and online analytics examine customer buying behaviour, but measure different parameters in order to yield meaningful insights

Retail and e-commerce attract customers in very different ways: online retail focuses on the direct acquisition of customers to a website, whereas brand awareness and recognisability are more important when drawing customers into brick and mortar stores. As such, the parameters measured by each have to be different, even though both in-store and online analytics measure and examine customer buying behaviour. In-store and online analytics might measure different parameters, but can certainly be used alongside each other to create the omni-channel shopping experience that today’s shopper is looking for, and improve the retail experience in each sector.

Blix Traffic counters provide you with the in-store analytics you need to understand your customers, give them the shopping experience they want, measure store performance and improve the profitability of your stores. Contact Blix Traffic today to see how we can help your store perform better.

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