How we measure the experience of a visiting customer in a store? (Visit-Pass-Stay Analysis)
Aug 16, 2024
Measuring the experience of customers visiting your brick-and-mortar store is critical. (Previous Article)
However, it's hard to measure this in the same way as a traditional People Counter. You can estimate dwell time, but that's just an estimate, and it only tells you what the average dwell time is across your entire store.
For example, a new pop-up store opens in the food department of a department store. During its seven-day run, sales and foot traffic are recorded by hand by a part-time employee. This is useful data, but is it enough? If you knew how many people visited the store even when it was out of stock, you could stock up on more inventory for the next pop-up. Or, if you knew how many customers left the store after standing in line, you could strategize to shorten the line.
You can analyze your other shelves in a similar way. For example, you might notice that people spend a lot of time at a particular shelf. This might normally result in high sales, but if you notice that sales are low despite the long dwell time, then it's possible that customers are contemplating the product for a long time and ultimately deciding not to buy it. In this case, you might want to change how you display your products or adjust your prices.
Conversely, you can also analyze products with high sales but low dwell time. This could be a sign of a purposeful purchase. In this case, you might consider placing these items deeper in the store so that customers have to go through different aisles, or you might place them at the entrance of the store for convenience. You might also consider placing them near the checkout to encourage impulse purchases.
Now you can accurately analyze your store visitors' behavior to find ways to maximize sales.
With PLUS INSIGHT from Deeping Source, you can. Built-in Visit-Pass-Stay analytics analyze visitor behavior based on customer flow data, providing deep insights into your store's space utilization. PLUS INSIGHTS tracks visitor movement through camera footage, counts the number of visitors in each area and their dwell time, and provides Visit-Pass-Stay reports based on this data.
How can Visit-Pass-Stay analytics help you measure in-store experience?
The metrics provided by this analysis play an important role in optimizing your store operations. Let's take a look at a few examples:
- Visit rate: The visit rate of an area where a particular product is displayed can give you an idea of how well that product is attracting customers. For example, if you see an increase in visit rate for an area after a new product is released, then it might be a sign that the product's location or display is effective.
- Inflow rate: The percentage of customers who pass by a zone and actually visit it. If your inflow rate is low, then your shelves might not be visually appealing or your zone might not be accessible. This can help you strategize about repositioning your shelves or improving your displays.
- Capture rate: The longer a customer stays in a zone, the more interested they are in the products in that zone. For example, if a zone with a specific promotion has a high capture rate, then you know that the promotion is resonating with customers.
- Pass-by rate: The percentage of customers who quickly pass through a zone. If you have a high pass-by rate in a particular zone, then it might be a sign that the zone isn't engaging your customers. If this is the case, then you might need to change the way that area is displayed or add new elements.
- Stay: Measures how long customers spend in a particular zone. For example, if you have a zone that customers are staying in a lot, it means that it's engaging them, and you might consider focusing more promotions on that zone.
These metrics help you optimize the placement of shelf space, such as shelves and end-caps, the configuration of ads and displays, and customer movement. You can now make strategic decisions based on data, rather than relying on simple sales data or intuition.
Unlock new possibilities in store management with PLUS INSIGHT. By using Visit-Pass-Stay analysis, you can deeply understand customer behavior and develop more effective store strategies. Not only can you increase sales, but you can also provide the experiences your customers truly desire by leveraging PLUS INSIGHT.
