Measuring Customer Engagement in Retail Stores

Measuring customer engagement in retail stores is common practice. Many stores monitor foot traffic and use visitor counts to help determine store performance. While this information can be helpful, it doesn’t tell the whole story.

Foot Traffic Data Can be Manipulated

A recent article on RetailWire delves into the specifics of why foot traffic data isn’t enough, and helps illustrate why it is important to collect data that is qualifiable. For instance:

What’s important about traffic — especially for stores — is not the raw number, but the conversion rate, or basically dividing the number of transactions by the number of visitors. But companies face complications with the metric as store managers with bonuses on the line seek ways to make their conversion rates look better. –RetailWire

Due to varying store locales, conversion rates don’t always work as an apples-to-apples comparison between stores. Shopper styles vary, and certain areas – such as those with young shoppers or high tourism rates, might have a demographic more accustomed to browsing without an intent to buy. Further, conversion rates can be manipulated by moving sensor locations to different areas of the store.

 

Foot Traffic

Quality of Data Matters

With the abundance of analytics that are available to us today, not all data is valuable. You can count the number of people entering a store, but if that is the only information you have it doesn’t give you much to work with. The article goes on to state:

One thing traffic does not do, though, is measure the quality of the engagement. Did consumers stay a long time on the site or hang out at the store or did they bounce right back out? Measures of bounce rates and dwell times are sometimes needed to get to “quality of traffic.” –RetailWire

Foot traffic data alone just doesn’t offer the level of insight needed to understand in-store customer behavior and it’s effect on the purchasing decision.

Best Data Practices for Measuring Customer Engagement in Retail Stores

The best data you can collect for retail stores are the ones that tell the full story and the most valuable interaction your customers are having with your products is in the fitting room. Insight into that process is invaluable because it is the biggest sales conversion area of the store. With our fitting room solution data can be collected on:

  • Number of Fitting Room Visits
  • Number of Calls for Entry
  • Length of Occupancy
  • Calls for Service
  • Time Waiting for Associate to Answer Service Calls
  • Number of Calls Unanswered

This not only gives you valuable data for measuring store performance, but it also equips store associates and managers with the tools they need to ensure each customer is being serviced on their timing. Contact us to get started!

Keeping Your Retail Data Secure During a Test Pilot

The thought of a security breach of your store’s data is frightening. At Alert Tech, we go to great lengths to protect your data.

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Can a Fitting Room System Really Boost the Bottom Line?

Increasing store revenues is a challenge you can approach from any number of perspectives.

How can you adjust operations to increase revenue? One answer is a targeted customer service process that supports the customer purchase journey.

But how can you prove that such a process has an impact on revenue? What metrics will actually show a link from the changes to increased revenues?

Data-enabled fitting room systems offer a solution. These systems leverage technology to make your store more adept at serving customers and meeting their needs. Fitting room systems can provide improved customer service as well as increased revenue.

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How Much Time Do Your Customers Spend in the Fitting Room? (& Why Should You Care?)

Wouldn’t it be great if your associates could take a peek into your fitting rooms?

The try-on is crucial to the buying decision, which is one reason fitting rooms are so important to retailers’ financial health. If associates could – at a glance – see which customers need service, they could provide support when most needed in the purchase process.

And yet, for obvious customer privacy reasons, there is usually no visibility in this area of the store (although call buttons can be pretty useful in providing customer service when necessary).

Fortunately, you can gather a number of critical data points without stirring up a privacy lawsuit. For starters, you can examine statistics, such as the average length of a fitting room visit.

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Boost Sales with These Amazing Fitting Room Insights

As every major retailer knows, there are significant performance variations between locations. What few are able to explain, however, is exactly what factors explain the differences between low and high performing stores, and what levers they should be able to pull to increase store performance.

If you want to boost sales and delight customers, start by focusing on the basics. The following fitting room key performance indicators (KPIs) will shed light on those performance levers.

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Missing Out on the Top Indicators of Fitting Room Success?

Savvy retailers know that the fitting rooms are one of the most critical areas of the store. After all, when a customer uses the fitting room, the chance they’ll make a purchase jumps to 67%, versus 10% for those who do not try their purchases on.

But how do you evaluate whether or not your fitting rooms are working as they should to turn shoppers into customers? Well, you can start by making sure you’re not missing out on the top key performance indicators (KPIs) for your fitting rooms.

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