Viewpoint


K N O W I N G Y O U R C U S T O M E R


Todd Starcevich, CEO of Europe and Middle East at ShopperTrak asks; how can services like ShopperTrak help retailers to increase conversion rates in store and subsequently sales?


For retailers to improve conversion rates, they must first gain an understanding of the overall store performance. Knowing who is coming through the front door, how they are moving around the store and whether they are making a purchase is a vital element in improving day­to­day in­store activity and ultimately, increasing sales. Accurate information about customer movements will provide the retailer with insight that staff can confidently act on – highlighting busy periods, reporting on the effectiveness of marketing campaigns and benchmarking against competitors. It also helps retailers to manage staff


rotas and provide training where necessary to improve customer service and the overall in­store experience. Manually counting people in and out of


stores can be a time­consuming and frustrating process and frequently results in miscalculations. Human error inevitably creeps in, particularly when it comes to effectively tracking customer movements during busy periods. Anonymous radio frequency tracking is rapidly becoming an essential part of the


people counting equation, allowing retailers to pinpoint how a customer behaves. Unexpected movements are immediately evident, such as customers repeatedly entering a store only to leave it again within the next two minutes. A visual inspection can then be applied to identify potential causes, such as an unattractive visual display, clothing on the floor, long queues or too few staff on the shop floor. Knowing what’s going on in your store is


essential and tapping in to a successful people counting tool can provide you with insight that is immediately actionable. Furthermore, a counting solution that includes an effective reporting tool will provide you with analysis and data trends which can be benchmarked against both sister stores and competitors.


Contact ShopperTrak T: +44 (0) 1494 460 460 W: www.shoppertrak.com


82


www.a1retailmagazine.com


A1


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84