Driving traffic and conversions through customer engagement
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success in this new landscape, where retailers are investing so heavily in creating a more engaging and accessible store environment. Data analytics, with traffic at the core, will
be a critical factor in this - not just measuring success, but driving it too. If we look back to the golden era of bricks-and-mortar retail, when shop owners knew their local customers and tailored their services to known needs, it’s clear that customer service and personal interaction underpinned the whole operation. This strategy is very hard to sustain in vast, modern retail chains. Mystery shopping has been used to get
a snapshot of insight about how a store is perceived by shoppers, but this only gives a limited view – what was happening on the day of the visit. Therefore, retailers are looking to empirical
data in a bid to get back to ‘knowing the customer’ and delivering that all-powerful moment of truth to customers in stores. The beauty of data is that it takes away the subjective element, and delivers a detailed understanding that can be trusted, and put to operational, and high-commercial use.
EMPOWERING STORES Data hands customer understanding back to the shop floor teams, who can then use it to facilitate personalised interactions. If store colleagues know the traffic peaks and troughs, the conversion rate, and the average transaction value, it empowers them to engage in a way that is measurable and can deliver value to all parties. For instance, practical changes can be
company says it is now focused on “bringing the flexibility and ease of omnichannel to the in-store environment, while also giving the consumer a unique and highly personalised experience, which they can’t get anywhere else”.
MEASURE AND IMPROVE Forward-thinking retailers are tailoring KPIs to reflect data-driven improvements to traffic, dwell time, and spend-per-visit. After all, the pressure is building to measure and report
made to store ops and staffing using the insights. A fashion retailer might introduce a more efficient shopper-to-associate-ratio (STAR) that will ensure a higher conversion rate. If a power hour – say, Saturday afternoon at 3pm – is identified, yet conversion rate is below average at that time in a certain store, the addition of an extra staff member could see that site boost weekend sales significantly. If a store conversion rate is 15%, and data
has shown that this can be improved upon, because the traffic volume is there, retailers can devise a customer engagement strategy
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