Today’s retail store managers struggle to get valuable insights from in-store activity. Challenges include:
- Customer type: How many customers enter the store? Are they new or repeat visitors? For new visitors, are they locals or not?
- Omni-channel links: Do customers visiting the store have an online account? If so, what is their online activity? What is their latest purchase and what items are placed in their cart?
- In-store interactions: Where do customer go first? Where do they linger? Did they engage with a store associate? If so, how long? How long did they stay in the store?
- Access to in-store analytics: Can store managers access real-time data? Is store data available on any device? Can reports be easily and dynamically categorized and customized?
Advances in store monitoring technologies, such as video cameras and customer location trackers, provide retailers with actionable data on store layout efficiencies, planograms and product assortments. Retailers can now access invaluable insights such as, for example, products that receive customer interest but are abandoned in the fitting room, suggesting that size or fit may be the reason.
Adaptable to any existing store assets and infrastructure, Capgemini’s In-store Analytics solution includes pre-packaged technologies to accelerate time to value.
Built upon Intel technologies and using Google Cloud and Google IoT Core, passive sniffers and Intel RealSense cameras, the solution provides retailer access to:
- Heatmapping and customer pathing insights
- Display interactions and promotion impacts
- Conversion funnels and drop-offs
- Store associate coverage
Improved store displays and decision making: By piloting the different placement options of a new kiosk, a retailer realized that one of the options created 3% higher usage rate and 15% better post kiosk interaction conversion rate.
Optimized layout: By comparing customer patterns of sport tops across seasons, a retailer realized that summer customers had a shopping basket 1.5x larger than average; which prompted the retailer to move the sport top selection to the front of the store during the summer season.
Store associate coverage: Looking at the associate to customer ratio, a retailer saw that the conversion rate was dropping significantly when its store associates were serving more than seven customers at a time. By increasing staffing at peak time, they increased revenues by 5 to 10%.
Gauging the reactions and sentiments of shoppers to the store layout, displays and products unlock a new level of insights that retailers did not have access to before, even on the Web. Retailers are now able to better fine tune the experience and assortment they propose in-store as well as provide instant feedback to manufacturers on how well their products are conceived and received.
Interested in learning more?
Please contact our Smart Digital Store experts
Business Development Lead | The Smart Digital Store