Imagine that you, as a retail marketing professional, could get all the data for your physical locations just like you do now from your website and online assets. The information you gather for your physical locations would provide insights that can help you optimize your marketing campaigns and get the most from your store’s layout and design.
There are 7 data points that most retail locations don’t gather today that, when acted on, will have a significant impact on the shopper experience, ultimately driving more revenue and profitability:
VISITOR FLOW – Capturing the total number of visitors to each store location by date and time is information most companies rarely capture but can and should. Identifying visitor trends can help optimize employee schedules as well as measure which marketing campaigns are vital to driving successes. This data will also assist in calculating the conversion rate of visitors to purchasers which opens even more insights to leverage productively.
UNIQUE VISITORS – This data from a website is often some of the most valuable insights, identifying new people that have discovered your brand that haven’t visited before. Acquiring new visitors is fundamental to the growth of a business, and in-store new visitors is no exception. Unique visits can help determine which marketing campaigns are driving foot traffic as well as the success of the window displays.
DWELL TIME – On websites, we get reports on how much time visitors spend on specific pages. For retailers, dwell time measures how long customers stay in a particular section of the store. Many retailers can use this data to ascertain what kind of product is attracting your customers. Used alongside other data points, this information helps identifying how well the store layout is functioning, allowing the retailer to better place larger ticket items in higher dwelling spots, driving more revenue.
CLIENT RETURN – Knowing how often your customers visit is a reliable measurement of customer satisfaction. This data is fundamental to measure the success of loyalty programs and allows retailers to develop marketing campaigns that drive their customers back through their doors on a consistent basis.
ACQUISITION – Allowing retailers to compare unique visitor growth in a specific window of time is a compelling statistic to optimize the impact of new client marketing campaigns versus loyalty marketing campaigns. With this data, marketers can see what activity is truly driving new people through the doors.
AVERAGE PURCHASE – While identifying what the average dollar amount of a sale is simple, knowing the average purchase based on the number of visitors in the store is a figure that marketers tend to miss. This can highlight how well your store displays and layout are converting to sales. Alongside the dwelling matrix, Average Purchase helps to improve product placement, increasing the average purchase and driving revenue growth.
SINGLE & MULTI-STORE CUSTOMERS – Whether you want to know how many different locations one customer is visiting or if you have multiple brands and are looking for insights on cross store visits, gaining insights on how many of your clients are visiting more than one store is valuable data for marketing campaigns.