We all have and use them on a daily basis. Whether for work or play, our feet get us where we need to go as the most common form of transportation. Although monitoring foot traffic is common practice for retailers, literally measuring each footstep is not something many retail executives think about to understand their customers, but foot traffic offers an accurate and unique way of gaining knowledge about your store’s audience.
Ever wondered if your marketing efforts for an in-store sale or event are impacting, or even reaching, your customers? Foot traffic is a great indicator of marketing effectiveness. By comparing foot traffic before, during and after sale promotions you’re able to identify if any increases (or decreases) have occurred, giving you a better understanding of how a marketing campaign worked or why it didn’t work. From there, you can take the steps (you see what I did there?) towards finding the channels that get your audience’s attention and better prepare for future in-store events.
Another way foot traffic is related to store performance is it can show where shoppers frequently engage or specific paths people take through the space. Stores are designed to guide shoppers through specific courses in order to maximize product exposure, and measuring consumer foot traffic allows you to analyze the layout to improve placement and design. By following their journey throughout the store, you can also find out which products receive the most attention, determined not only by how many visitors, but how long someone spends in front of a product display. Knowing these insights prepares your team to make more knowledgeable decisions on which offers to push, which items to keep well-stocked, and even how to customize the floor plan to showcase popular products.
If you want to understand store efficiency, foot traffic patterns can uncover surprising amounts of information on this as well. For example, brands can determine how quickly their staff assists customers by monitoring shopper wait times at check-out. If you’re benchmarking which times of day shoppers typically wait longer in line, you can optimize your staff schedule by assigning more cashiers to those hours or setting triggers to alert you when a line reaches a certain length.
Foot traffic is a very common tool that brands can leverage to gain knowledge on their shoppers and optimize their own store’s efficiency. As technology continues to evolve, more brands will be looking for ways to understand, connect, and build their customer loyalty. But maybe the answer is hidden right below them, they need only look down instead of ahead.
Scanalytics is among the top 10 fastest growing “Internet of Things” companies, measuring human behavior insights through intelligent floor sensors. The SoleSensor platform translates consumer foot traffic into actionable data through a dashboard interface for real-time and historical viewing of trends in physical spaces. Using the floor sensor technology, brands capture and analyze occupancy, traffic patterns and engagement times to increase conversions and improve ROI.
With over 10 million impressions to date, Scanalytics has deployed SoleSensors across the United States, Canada, Mexico, Europe and Southeast Asia. Learn more at: www.scanalyticsinc.com.