Heat maps in retail: understanding zones of interest
Challenge
Better understanding the relationship between product placement and sales is a goal of retailers looking to improve conversion rates and space utilization. “Gut feeling” and designating staff to do manual counts with hand-clickers, methods that have guided placement decisions for decades, are woefully outdated. Modern retailers want accessible data on:
- Footfall trends in different parts of physical locations
- Product performance data based on positioning changes
- Responses to product placement based on demographic splits
Solution
Actionable insights into store layout and the customer journey based on the popularity of in-store areas at different times accessed as an image including historical traffic flow maps help retailers to:
- Identify areas with the highest and lowest in-store marketing potential
- Planning store layout in response to traffic trends
- Testing the impact of product positioning, staff adjustment and store concepts
Benefits
The real-time and historical data visualized as a traffic flow map help with:
- Increasing conversion rates: right products, right place, right time
- Lowering operating costs: better positioning sales and support resources
- Maximizing infrastructure: adjusting staff planning and scheduling at a
granular level
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Customer counting for retail
Determine customer patterns and characteristics, such as group and individual flow, gender and view directions. Communicate waiting times to floor staff. Analyze real-time occupancy data for safety and security and exclude staff from customer counts.
