RANGE REVIE


RANGE REVIEW: POS & MERCHANDISING EW: POS & MERC EW: COU


Ipsos Retail Perf Dr Tim Denison ex retail analytics can the most of increas


F Crosshead Crosshead


This is a welcome tr til


This is a welcome trend fo etail sector which has no


t hi h h


get right, and you don’t Bunnings who r


end for the DIY


retail sector which has not avoided the crisis currently blighting the eet. This is not an easy r base to t need to


the crisis currently blighting the UK high street. This is not an easy environment or customer base to get right, and you don’t need to l look any further than the challenges


onment or customer


ook any further than the challenges facing Bunnings who reportedreported losses of £97million last month as it attempts to rebrand Homebase es in the UK.


facing losses of £97million last it attempts to ebrand H stores in the UK.


month as Homebase


A major obstacle for DIY stores is balancing the very different requirements of the two distinct customer bases – trade and non- trade. Retailers generally str to keep both parties happy, under the same r


major obstacle for DIY stor


is balancing the very dif ements of the two


o distinct


customer bases – trade and non- trade. Retailers generally struggle to keep both parties happy, let aloney, let alone under the same roof. Furthermore, DIY


Furthermore, DIY products oducts


pose significant problems for an innovative customer experience. Sheds, as a prime example, take


pose significant problem 22 DIY WEEK 13 APRIL 2018 ms for an


innovative customer experience. Sheds, as a prime example, take


DIY WEEK 13 APRIL 2018 ot avoided it th


or the DIY tid d


ollowing of


CHANDISING COULD RET


Ipsos Retail Performance director of retail intelligence Dr Tim Denison explains how insights provided by retail analytics can enable those in the sector to make the most of increasing footfall.


ollowing Easter weekend and the start


weekend and the start of Spring, DIY be


Easter Spring,


sto


be looking to capitalise on an


look


increase in sales as customers look towards the longer and warmer days. But how many opportunities e missed as a result of a confusing nowledge e customer


ease in sales as custom


capitalise on an mers look


towards the longer and warmer days. But how many opportunities are missed as a result of a confusing store layout or a lack of knowledgestore layout or a lack of kn of how to build an effective customer experience?


ofhowto build an ef experience?


fective


A recent survey by insurance p ovider Hiscox showed that 15% of homeowners would choose to improve their existing property rather than moving home. This ose from just three per cent in 2013 and was as high as 25% with millennials, showing that the UK is fast becoming a nation choosing to emain in properties and carry out


ecent survey by


provider Hiscox showed mpr


of homeowners would c i ove their existing


choose to p operty


r


rather than moving home. This rose from just three per cent in 2013 and was as high as 25% with millennials, showing that the UK is fast becoming a nation choosing to remain in properties and carry out improvements instead of moving on.improvements instead ofmoving on.


insurance that 15%


stores willores king to


will


without providing much character It’s certainly a challenge to provide retail theatre around such products. The key to success in the sector is simply providing store layouts that


up a large amount of It’s certainly a ch


work. The most e this is to be able


etail theatre around such pr


The key to success in the sector is simply providing store layouts that work. The most effective way to doeffective way to do this is to be able to track customer journeys in order to understand where customers go, where they don’t go and ho the stor


de can als


e customers go, where they don’t go and how they navigate the store. Data


Data can also show where customers spend most time, where they need assistance from stor colleagues, which in-store services e used and how ffw ef


ow they navigate so show wher


customers spend most time, wher they need assistance from store colleagues, which in-store services are used and how effective they are in creating a memorable customer experience.


in creating a memorable customer experience.


The big players in the retail world are investing large amounts of money in ne t


customers are using the fr


ew technology, soy, establish whether ont-of-


The big players in the retail world are investing large amounts of money in new technology, so i it is critical to establish whether is critical to customers are using the front-of- house technologies and how much


house technologies and how much this adds to their experience. this adds to their experience.


In such lar ge spaces, it is mor i important than ever to categorise products appropriately and that the customer journey bleeds effortlessly om one area to t


to categorise the next.


RetailRetail analytics allow retailers to quickly get an idea of the success of what does and do as how dif


trade and non-tr


ent types of customer rade for example,


r,,


quickly get an idea of the success of what does and doesn’t work, as well as how different types of customer trade and non-trade for example, travel around the space. This can enable optimised promotions, mor ed layouts, a much mor stomer experience y, an incr


analytics allow retailers to oesn’t work, as well


travel around the space. This can enable optimised promotions, more tailored layouts, a much more personalised customer experience and, ultimately, an increased conversion rate.


personalised cus and, ultimately conversion rate.


Changing demands for staff on the shop floor also forms a major part of the future succe Tr


has taken the bulk and their experience of customer


Changing demands for staff on the shop floor also forms a major part of the future success of DIY stores. Traditionally, replenishment of stocky,, replenishment of stock has taken the bulk of the time of staff and their experience of customer


y, a


ff ess of DIY k of the time of staf ff


In such large spaces, it is more mportant than ever tt


oducts appropriately and that the customer journey bleeds effortlessly from one area to the next.


“The retail environment is challenging and the brands that fail to adapt to fast-moving trends will quickly be left behind”


“The retail environment iih l idth


s challenging and the brands that fail to adapt to fast-moving trends will quickly be left behind”


interaction has been limited. T the ability to perform both aspects of the job is increasingly important and this has led to a subtle change in the workforce. T product


interactio on has been limited. Today To


important, but the need to engage and communicated effectively with customers is also crucial. c


mmunicated ef rs is also cr


knowledge ff


This could reflect a trend we may see over the coming months as DIY s as DIY stores look to add value to


This could reflect a trend we may see


over the coming months tores look to add value to


y,,


the ability to perform both aspects of the job is increasingly important and this has led to a subtle change in the workforce. Technical andTechnical and product knowledge remainsr mains important, but the need to engage and com customer


the in-store experience to compete w


t


with s


ecent


e-commerce platforms. t reportb th


t by theMarketC t Creative ti This unced


the in-store experience to compete with e-commerce platforms. A recent report by the Market Creative showed that, for many brands, stores a e now seen as places to be inspir


showed that, for many brands, stor are now seen as places to be inspired and learn something new. and learn something new. This could be particularly pronounced with millennials, who typically lack D


could be particularly pronou with millennials, who typically lack DIY skills, so would benefit from i in-store tutorials or support.


n-store tutorials or support. can use data analytics to esta and sh


r dingly


Ultimately, for DIY stores to improve their performance, conversion rates need to sit at the heart of KPIs. The retail environm is challenging and the brands that fail to adapt to fast-moving trends will quickly be left behind.


peaks and troughs in demand and respond accordingly with appropriate numbers of staff on the s op floor and point of sale. shop floor and point of sale. for DIY


Using customer counting, retailers can use data analytics to establish peaks and troughs in demand a a


skills, so would benefit fr eta


opriate numbers of staffo y,,


c h


ailers ablish


with


ff nf on the esto


improve their performance, conversion rates need to sit at the heart of KPIs. The retail environment is challenging and the brands that fail to adapt to fast-moving trends will quickly be left behind.


ment www.diyweek.net www.diyweek.net


to track customer er to understand


ormance director of retail intelligence xplains how insights provided by enable those in the sector to make ing footfall.


up a large amount of floorspace without providing much character. challenge to pr


floorspace


ANALY CS ENABLE THE RE TO THRIVE?


ANALYTICS ENABLE THEALYTIC DIY STOR


ULD R TA LRETAIL DIY STORE TO THRIVE?


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