The Advantages of Wi-Fi Analytics for Retail
Digitization in the retail sector has broken down the barrier between the online and offline worlds. The increase of smartphone usage and the rise of e-commerce has led retailers to start implementing digital tools, such as Wi-Fi technology, into their stores.
One of retailers’ main objectives is to encourage customers to enter their store and make purchases. But to really make customers loyal to the store, retailers must optimize their messages and the store layout. This will make customers spend more time interacting with the brand, leading to a better shopping experience. To achieve this, it is useful to have access to certain information that can be collected with Wi-Fi analytics tools. These tools gather customer data anonymously and respecting their privacy. To perform a good Wi-Fi analysis, retailers need to install sensors in their stores that track Wi-Fi enabled devices. When combined with data collected by video analytics, this information provides opportunities to improve business.
In-store analyses help retailers optimize operations, such as peak-hour performance and personnel distribution. A well-done Wi-Fi analysis based on precise metrics maximizes store performance by determining the best store design and customer journey. It also increases sales by entertaining customers for longer in certain zones and adjusting ad campaigns.
Some of the data that can be collected with Wi-Fi analytics tools installed in stores include:
- Devices in the store: The number of devices detected with Wi-Fi, as well as the number of devices connected to the store’s Wi-Fi network. It can also analyze recurring devices, meaning that they connected to the network more than once in a selected period, and new devices, meaning that they connected for the first time in a selected period.
- Average session length: The average session length of each connection made during a selected period. This helps retailers understand how long customers are in the store, and how often they look up information or products online while shopping.
- In-store customer traffic: Number of people that pass by the store window and that enter the store. By tracking the location of mobile devices around the store, retailers can see the distribution of new and recurring customers.
- In-store customer journey: Customer behavior in different zones of the store based on a Wi-Fi analysis of mobile device movements. Retailers can see heat maps to visualize the path customers take while shopping.
- Websites customers visit: Which websites customers check while shopping. This helps retailers learn if customers are looking at the store website or checking out the competition.
- Top social networks: Which social networks customers use most. This can help companies establish an efficient and personalized line of communication with customers to improve engagement.
- Top apps: Which apps customers open most often. Knowing the design and offerings of the apps that customers prefer and use can be valuable information for companies who want to design their own app according to these tastes. It can also help companies collaborate or compete with popular apps.
Thanks to this information, retailers can get to know their customers’ profiles in the store and online by detecting their preferences during their shopping journey. An optimized store with personalized communication through customers’ preferred channels leads to an improved customer experience.
Beabloo’s Wi-Fi Customer Insight solution analyzes customer interactions with the online world while they visit a store. For example, it can see if a customer visits a competitor’s website on their mobile device. Beabloo also has a solution calledTraffic Analyticsthat combines video analytics with data collected by Wi-Fi analytics. It tracks mobile devices to see where customers are and estimate traffic in different areas of the store. The Zone Performancesolution, also included in the Active Customer Intelligence Suite(ACIS), analyzes the flow of people and creates heat maps. These help retailers see the customer journey and make changes to the store layout to improve the customer experience.
Most customers have smartphones and use them on a daily basis. Taking full advantage of new technologies in stores to learn more about customer behavior online can be very helpful for retailers. They can adapt their stores along with digital trends and improve the customer experience to increase sales.