THE OFFLINE RETAILER: Five ways to capture data on your shoppers
Being able to understand why shoppers ogle at one display and not another, or walk shop on Saturdays but not Sundays is treasured data for retailers as it acts as real-life feedback on the success — or failure — of a store and its marketing efforts.
Aside from assessing the efficiency of your store, capturing data on your shoppers is also a highly effective way to target repeat sales, create worthwhile incentives and reward shopper loyalty.
So, what are the best ways to capture data on your shoppers to make the most of every in-store visit?
1. Video data
That ominous plastic bubble on the ceiling of your store is not just for monitoring sticky fingers. Retailers can make the most of video surveillance cameras to capture video data on shopper activity. By monitoring shoppers’ reactions to product displays, in-store promotions and store setups, retailers can adjust their marketing initiatives, recognise which demographics are the higher spenders and even make product recommendations to repeat shoppers.
2. Mobile analytics
With an impressive 90% of shoppers shopping on their mobile phones while in a retail store, it’s clear that mobile analytics is your best point of call for capturing data on your shoppers. A great way to do this is to offer free wi-fi to all shoppers keen to browse online while in-store. Incentivise this offer by asking all shoppers who log on to your wi-fi to provide their name and email address.
This simple trade-off will give your shoppers free internet access and give you the opportunity to continue promoting to them even once they’ve left the store. You can then use their email addresses to form mailing lists for an eDM strategy and target them on social media using Facebook’s Custom Audience tool.
3. Go social
Aside from catering to a much larger demographic than physical promotions alone can, leveraging your social media channels can give you immediate access (and data) to who is shopping in your store.
Social interactions such as consumer mobile check-ins, shopper reviews and social media mentions can all be used to engage with your shoppers on a more personal level and gain an understanding their current and future spending habits.
Take time to read what customers are saying when they check-in at your store, it will help you tailor your offerings to what your customers are asking for. Taking note of who your customers are tagging will also allow you to define your target market.
4. Loyalty cards
While loyalty cards are certainly not new to retail, they are one of the fastest and easiest ways to capture data on your shoppers. Encouraging shoppers to exchange their personal details for a unique customer number is a rewarding incentive for both parties.
Loyalty cards allow shoppers to receive free marketing promotions, custom content and product recommendations, and allow retailers the opportunity to track how their shoppers are using their store. This information can be used in conjunction with an eDM strategy which enables retailers to serve customers with relevant product promotions based on their shopping habits.
5. Custom POS systems
In today’s expanding retail market, shop owners can’t afford to ignore the immense potential of custom POS systems. Apart from streamlining the admin side of things, updating your POS system can increase the data capturing potential of your store. Custom POS systems can be used to capture customer data such as spending habits, as well as create triggers for further product promotions during checkout.
Whichever way you look at in, utilising data to gain insights into your customers and improving their shopping experience is essential. Booodl retailers are provided with data including how many people viewed their store profile and how many shoppers went in store as a result. This online to offline conversion is increasingly important in today’s omnichannel world.
Register with Booodl today to start actioning data and increasing your shopper visits and sales through Store Discovery Optimisation.