Measuring Engagement in Physical Retail
Challenge
The formula for boosting conversion rates is well known: placing the right products in front of the right customers at the right time. This formula is equally applicable—and just as challenging to implement—in retail marketing.
In physical retail environments, layout optimization and in-store marketing are still too often driven by intuition rather than data. However, real-time, granular measurement of visitor engagement—across subcategories and categories, as well as in response to in-store marketing—remains a top priority for physical retailers, especially those seeking to narrow the competitive gap with eCommerce.
Capturing privacy-compliant measurements of visitor engagement has long remained just outside physical retailers’ grasp for several reasons, including:
High installation costs for large in-store solutions
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Sensors with limited processing power or underdeveloped models
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Time lags that reduce the responsiveness of dynamic in-store processes
VodafoneZiggo Optimizes Staff Planning with Xovis Data
Solution
Integrating view direction vectors into an analytics solution can be challenging. That is why advanced vision-based data capture devices use on-device data processing, to calculate how long a visitor actively looks at a specific area.
Often referred to as attention metrics, this approach is easier to implement and improves data reliability by excluding inadvertent gazes or time spent without purchase intent. Attention metrics is beneficial for traditional retailers when:
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The device has sufficient processing capacity to ensure reliable measurements
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Lag times do not limit the usefulness for dynamic processes, such as targeted in-store marketing
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Real-time and historical data are captured in second-by-second increments
We knew that the objective data from our stores could help shorten testing and boost engagement. The PF from Xovis helped us strengthen and expand our approach to data-based decision making, which is easier with reliable KPIs from the Viametrics solution.
Benefits
In a global economy where businesses and products compete for milliseconds of customer attention, attention metrics plays a critical role in:
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Optimizing store layout and product placement, reducing costs associated with prolonged testing periods
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Enabling dynamic in-store marketing by triggering actions based on real-time attention and demographic data
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Improving staff allocation and planning by positioning employees in high-attention areas and aligning schedules with demand
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Additional retail use cases
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Frictionless Checkout
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Measure Customer Engagement
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Improving Store Layout
Accurate store traffic data helps retailers optimize layout and product placement
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View Direction
Retailers can boost revenue by measuring in-store attention
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Customer Counting
Optimal staff and layout depend on real-time customer engagement data
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Optimizing Product Positioning / Assortment
Retailers looking to support their category manager are turning to tech
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Real-Time Waiting Analytics
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Preventing Queue Formation
Queuing up can become a costly friction point for brick-and-mortar retailers
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Expanding Sales with Demographic Data
Understanding gender-specific shopping trends helps retailers optimize resources.
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Customer Centric Staff Allocation
Retailers need a robust queue management system to eliminate friction points
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Staff Exclusion and Sales Performance
Real-time KPIs help retailers optimize performance across all locations
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Use-Based Cleaning
Smart Retail requires Smart Cleaning to enhance customer experience
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Group Shopping Analytics
Shopping habits change with company, aiding retailers in boosting sales
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Window Shopping Analytics
Tracking capture rates from window shoppers can boost store performance
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