Measuring In-Store Dwell Times
Challenge
Physical retailers want to replicate metrics already used by e-commerce sellers to gauge a customer’s interest in a particular product. Manual observation of how long customers spend looking at a product or shelf can be costly and inexact, especially if the behavior is responsive to observation.
Retailers wanting to make the most of store layout and product positioning need to know:
- The relationship between dwell time and conversion rate
- The impact of product position on dwell times
- When a customer is browsing or visually engaging with a product
In addition to potentially creating an unnecessary obstacle, positioning a designated employee or third-party contractor to measure dwell times in a specific zone also interferes with optimal staff allocation.
Solution
Accurately mapping the customer behavior across the in-store journey can improve category merchandising and enhance sales and profits by placing higher-margin products where customers are more likely to buy them. Using an automated system to capture objective, actionable data is critical for:
- Understanding the path to purchase, including dwell time and view direction
- Adapting the product arrangements based on data-driven insights
- Moving high-margin products to top locations to increase sales
- Differentiating between engaged shoppers and passersby
- Delivering real-time data about in-store performance
Benefits
Adding an automated solution to measure in-store dwell times and their impact on sales performance can help retailers:
- Improve engagement and capture rates in designated zones
- Test the effect of adjustments to product placement
- Eliminate costs associated with manual data collection
- Optimize placement and shorten the trial-and-error process
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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.
