Today’s retail aims to renovate and innovate to improve efficiency and the in-store customer experience. Until recently, understanding and analyzing customer behavior was only possible in e-commerce. Now bricks and mortar stores are being digitalized. According to the latest Capgemini Consulting study, Making the Digital Connection: Why Physical Retail Stores Need a Reboot, investing in store digitalization was a priority issue for 78% of the executives surveyed last year.
Collecting customer information using new technologies allows businesses to create a sustainable relationship with customers and increase their brand engagement. When correctly interpreted, such data allows businesses to take decisions and improve productivity and agility in the face of market demands. Understanding customer tastes and interests is key to interacting with them through personalized content and offers that improve their in-store experience and encourage them to return.
Payment has always been a classic time to request customer information in person, through an assistant who enters it into the system for processing. Tech innovations have exponentially increased the opportunities to request data. Retailers are currently using a vast array of tools that anonymously help collect data while respecting customer privacy in stores. Cameras, sensors, apps, Wi-Fi analysis, etc, are the gateway to more intelligent retail and optimized in-store campaigns.
The information that these in-store tools gather includes:
- Customer Traffic: Analyzes who passes by the store, who steps inside and the distribution of new and recurrent visitors. The Traffic Analytics by Beabloo solution uses a combination of Wi-Fi and video analysis. Cameras capture data and measure the number of people who pass by, enter and exit the store. Wi-Fi analysis tracks devices and detects where customers are located to provide traffic estimates inside and outside a defined area.
- Store Journey: Analyzes customer behavior in different areas of the store. Here Wi-Fi analysis allows stores to predict customer behavior based on mobile device movements. Flow Analytics by Beabloo provides floor plan heatmaps or arrows to show the route customers take after entering the store, intuitively displaying their journey and journey dynamics.
- Audience Analysis: Obtains demographic information about who is watching digital screen content and for how long, using anonymous face detection. Audience Analytics by Beabloo uses various algorithms to analyze pixels that resemble human faces and movements. This allows it to detect and provide audience demographic and expression data and match this information to the content viewed.
- Online Customer Interactions: Visitors connect to free Wi-Fi when they enter the store. They have to complete a sign-in form requiring information including their name, gender, date of birth, etc. Wi-Fi Customer Insight by Beabloo allows companies to create unique customer experiences by analyzing their online interactions in-store. Visitors may use smartphones to obtain product information, allowing business to analyze the identity of the direct competition viewed inside the store. You can also discover if they use your app, a specific social network, etc, which allows you to prioritize marketing and offers on that channel.
This allows you to discover the strengths and weaknesses of your business strategy, and improve in-store customer experience. Kiosks with interactive screens are a good way to involve consumers with a brand inside a store. As they also allow you to gather shopper information, they allow you to display personalized information in real time. Smartphones are becoming a major retail ally. Wi-Fi allows stores to gather customer path data, and brand apps provide information to customers while analyzing their data.
All these solutions, when used in harmony, provide a new perspective about customers and the store, allowing businesses to improve the brand and purchase experience, and to keep up with the times. While understanding and serving customers is the key objective for today’s retailers, digitalization achieves it.