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!

Why Running Pilot Programs in (Only) Your Top Stores is a Huge Mistake

When you’re ready to try a new process or technology, how do you select your ‘test’ stores?

If you’re like many retailers we talk to, you’re focusing exclusively on testing pilot programs in a select group of probably top performing stores. Although this is a good place to start, there are definite downsides to this approach. Depending on the goals of your pilot project, these drawbacks can be significant.

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5 Brilliant Ways to Use the Cloud on the Sales Floor

When it comes to retail success, the sales floor has always played a pivotal role. This hasn’t changed, but the sales floor itself has transformed dramatically since the rise of the digital age. Using new technologies, retailers can now use software to track data, and real-time analytics to maximize salesHere are 5 brilliant ways cloud-based systems create a more efficient sales floor.

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Predicting the Future of Retail [Infographic]

In August 2015, Retail Vision published a post on their website with predictions for the future of retail from 42 retail industry experts, including our own Marge Laney. From that post, Retail Vision also created an infographic that highlights 20 of the most intriguing responses.

Ready to learn what 20 of the top retailers of the world had to say?

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How Much Luxury Can Be Behind a Doorbell?

In the days of yore, people defined luxury by marble fixtures, gold enhancements, and high-tech amenities. In those days, high tech meant easy access to a bedside button that instantly called for the maid or butler to show up at your beck and call.

Today, luxury feels a little bit different. It’s defined as fancy cars, opulent homes, and other types of high-tech amenities. The one thing that hasn’t changed is the expectation.

People who live in luxury expect quality service. These people demand individualized attention and help when they need it and where they need it. In a clothing store, this can mean having the same bedside button in a fitting room, so an associate is available at their beck and call.

On the surface, a doorbell doesn’t sound luxurious. Dig a little deeper and you’ll realize why it’s so in-demand in every shop from intimate boutiques to high-end department stores.

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How to Balance Employee and Customer Satisfaction

You go to great lengths to hire the best. You peruse resumes, interview, and train. You invest a lot in your employees and for good reason. The team you hire acts as your brand’s face to the customer. If they don’t perform well, your store doesn’t perform well.

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America’s Top 10 Brick & Mortar Apparel Stores

With the allure of eCommerce, brick and mortar stores can seem less relevant. But – particularly when it comes to apparel – physical stores remain incredibly relevant. Consider too that America’s top apparel stores all have a strong brick and mortar presence.

The Online Revolution

Traditional stores no longer define retail. Apparel retailers now flourish online, with customers flocking daily to the web to browse and price shop. The eCommerce trend continues to grow, with analytics firm comScore reporting a staggering $53.3 billion worth of sales in November and December of 2014 alone.

Why then do brick and mortar stores remain viable options for retailers?

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