- Beabloo’s analytics solutions analyze the audience, in-store customer traffic, the customer journey and online interactions while in the store.
- 85% of stores are focusing their digitization investments on customer-facing initiatives. Leading sectors include electronics (100%), fashion (93%) and food and home goods (79%).
- Big brands spend 250 hours a week on data processing. Automated analytics reduces that to 2 hours and increases sales by 22%.
Physical stores are in the process of reinventing themselves to adapt to the rise of e-commerce. Improving the customer experience requires understanding and analyzing their behavior, a difficult and costly process that, until now, was reserved for online shopping. Digitization in physical stores is a great way to deal with this lack of knowledge about customers. It collects data in stores that can be transformed into intelligent and personalized experiences that benefit the company strategy. The latest study from Capgemini confirmed this, stating that digitization is an investment priority for 78% of companies.
Despite the optimization possibilities of intelligent analysis, the majority of physical stores are still focusing their digitization investments on customer-facing initiatives (85%). Electronics companies are spending the most on these initiatives (100%) followed by fashion (97%) and food and home goods (79%). Big companies spend 250 hours per week on data processing, but automatic analysis can lower that to only 2 or 3 hours a week, making applying the results more affordable, even for small retailers.
Spanish tech company Beabloo, pioneers in Business Intelligence, offer this sort of analysis with their solutions that help businesses understand how customers behave in retail spaces. Beabloo’s analytics solutions form part of their Active Customer Intelligence Suite, a set of integrated digital solutions for retail spaces (both online and offline) that includes an omnichannel content management system, digital signage, video analytics, sensors, Wi-Fi technology, beacons, mobile engagement and artificial intelligence.
These tools collect valuable customer data such as demographics or the path taken in the store, among others. When interpreted properly, this data can help with decision-making processes and improve productivity in the face of market demands. Knowing your customers’ tastes and interests is key for providing personalized content and offers, creating lasting relationships, and increasing their engagement with the brand. Some of the data collected by these tools, always anonymously and respecting customer privacy in accordance with the new European data protection laws (GDPR), include:
- In-store customer traffic: Analyzes who passes by the store, who steps inside and the distribution of new and recurrent visitors. Traffic Analytics combines video analytics with data provided by cameras in the store and Wi-Fi analytics, which tracks devices and detects where customers are to estimate traffic in each zone.
- In-store customer journey: Wi-Fi analytics analyzes customer behavior in different zones of the store through estimates based on the movements of their mobile devices. Zone Performance uses heatmaps to visualize the dynamic of the customer journey. This solution integrates technology from top companies like Aruba, Cisco CMX, Cisco Meraki and Ruckus.
- Audience analytics: Using anonymous facial detection based on video analytics technology, it provides demographic data, like age range and gender, and the attention time of people viewing content on a digital signage screen. Audience analytics algorithms analyze pixels that follow the patterns of human faces and movements.
- Customers’ online interactions: Wi-Fi Customer Insight collects data on customers’ online interactions while they are in the store. For example, when a customer looks at the competition’s website, opens and app, or checks a specific social network, marketing teams can prioritize their actions on these channels. This solution combines Beabloo technology with Aruba components, such as Aruba ALE (Analytics and Location Engine) and ClearPass (secure network access point), to present content and demographic information on dashboards.
When used together, these solutions offer a new perspective on customers and the store to optimize in-store marketing campaigns. Beabloo solutions like Minerva let you transform data analysis into concrete actions. By incorporating artificial intelligence, this solution can learn autonomously from audience preferences, their demographic info, sales, inventory and other parameters to optimize the content displayed on digital signage screens.
Capgemini concludes that implementing intelligent analytics and product recommendations makes customers increase their purchases by 22%. Beabloo is the only Spanish company highlighted by Goldman Sachs for integrating online channels in physical stores. It already has a presence in over 20 countries and offices in China, the UK, Turkey and the Middle East.