5 Retail Aspects to Optimize With Visitor Traffic Data
Visitor traffic data gathered from retail stores and shopping malls enables the retail sector to operate more efficiently and effectively across its various functions. How should retailers and shopping centers be using this valuable business intelligence data? And what can they hope to gain from it? This article will explore the key roles and insights that retail professionals can benefit from using footfall traffic data.
Store Operations & Staffing
Analyzing traffic data enables the store operations team to optimize staffing according to peak and slow hours to create optimal customer experiences and increase conversions and sales. Footfall Traffic data can be utilized to manage employee scheduling effectively according to busy and quiet traffic times. For example, during weekly power hours or public holidays, store traffic increases significantly; store managers can use this information to allocate their resources by assigning more staff members on the sales floor to assist more customers.
With V-Count’s Business Intelligence Platform, store managers, regional managers, and operations managers can dive into traffic data to evaluate dwell times and conversion rates for each store and make informed decisions related to staffing, merchandising, and store layout accordingly. The operations team and staff members can make data-driven decisions based on various KPIs and metrics at a specific store level to boost conversion rates, increase dwell time, and improve average transaction values (ATV).
Property Leasing Negotiations
People counting data can be employed to power data-driven decision-making for retail real estate and property professionals. Based on historical visitor traffic trends and patterns, managers can be well informed when negotiating lease contracts, resulting in increased profitability.
Historical and current traffic-per-square-meter data can be used to identify high-performing zones within retail stores and shopping centers. This can be used to support leasing negotiations and understand how external factors, like public holidays, can affect consumer behavior and traffic trends. Retailers can share their traffic data with shopping mall owners and leasing managers to ensure that mutual traffic-driving activities are properly measured and improved over time.
Retail data analytics provide marketing departments with insights into how their marketing campaigns and activities impact their footfall traffic and conversion rates. Linking the running periods of a marketing campaign with footfall traffic data enables marketers to align draw-in and conversion rates to promotional periods to understand the true impact and measure the success of their marketing initiatives.
Planning retail merchandising can make or break a brand. Merchandisers can excel by using retail analytics data to optimize product placements, properly allocate space, and increase conversion rates.
Traffic data and zone analysis enable merchandisers to develop maps based on traffic counts and visitor flow patterns. They can check the value of popular products and hot zones to plan for peak hours and drive up dwell-times and conversion rates. For example, based on historical footfall data, merchandisers can compare which displays drove the most in-store traffic and conversions over a specific period of time and make decisions accordingly.
Hygiene & Customer Safety
During the pandemic, customer behaviors changed, and the issue that affected their experiences in-store shopping the most was hygiene and safety measurements. If customers can feel that their brands are making an effort to ensure their safety, they will be happier and more willing to shop in stores. This concern can be eliminated by using the VCare Real-Time Occupancy Solution, which informs customers coming into your stores about the occupancy status of your store, along with safety recommendations on whether it is safe to enter or not.
Occupancy solutions also make it easier to manage facility cleaning and periodical sanitization. With occupancy data, store staff can eliminate any potential risk by adding disinfectant areas at store entrances-exits and hot zones, periodically cleaning the store during slower hours, and maximizing the store’s airflow.