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#RSPS15 #RSPS15
Op#mizingTheShopperJourney:BestPrac#cesForIn-StoreAnaly#cs
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AboutRetailTouchPointsü Launched in 2007
ü Over 30,000 retail subscribers
ü To provide executives with relevant, insightful content across a variety of digital medium
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Panelists
@toemartell
TomMartellDirector,AdvancedAnaly#csRetailNext
MODERATOR:DebbieHaussEditor-in-Chief,RetailTouchPoints
OPTIMIZING THE SHOPPER JOURNEY
S E P T E M B E R 2 0 1 5
Best Prac4ces for In-Store Analy4cs
AGENDA
• Introducing the Playbook • The Shopper Journey • Best Prac4ces
HER JOURNEY WITH YOU
• How do we get her to the store
• And then through the door • And then to have a perfect
experience
• And then to make the most of her visit
• And then to come back again
HER JOURNEY WITH YOU
TotheStore
ThroughtheDoor
Op=mizetheExperience
MaketheMostfromHerVisit
GetherBackAgain
TotheStore
HowdoIdriveCaptureRate?
HowdoIMeasure
Opera=onalEfficiency?
HowdoIIncrease
BasketSize?
CanIDriveLoyaltyandGetHerBack
Again?
BEST PRACTICES
• Test and Control Panels
• Pre and Post Measurements
• Isolate Tests for Best Results
• Iterate – make changes fast
• Incorporate Point of Sale Data
• Incorporate other relevant data
• Big data meets small data
• Keep the data flowing
• Automa4c repor4ng
• Cross func4onal input
OUTSIDE THE STORE
Ques#ons1. What are my shopper’s behaviors leading up to
“in the store experience”?
2. Is my window strategy effec4ve? 3. What’s my driving the performance of my
marke4ng programs?
WhattoMeasure1. Passby Traffic 2. Views into Windows 3. Dwells at Windows 4. Mall Traffic (or other Passby Traffic)
5. Marke4ng Contribu4on 6. Cross Mall/Loca4on Spend 7. Geo-loca4on Data
HowtoMeasure
THROUGH THE DOOR
HowtoMeasure
Ques#ons1. What is driving my sales performance? 2. Are my shoppers the same as my buyers? 3. What is the immediate reac4on of my customer
to my store environment?
WhattoMeasure1. Entrance Traffic 2. Capture Rate
3. Dwell Exposure and Engagement at Front Forward Area of Store
4. Demographic Breakdowns
5. New vs. Repeat Customers 6. Visit Dura4on
IN THE STORE The Experience
HowtoMeasure
Ques#ons1. Where are my points of fric4on in the store? 2. Is my store easy to navigate? 3. Which areas (departments, fixtures, etc.) of my store
are traffic drivers vs. purchasing drivers?
WhatWeMeasure1. Traffic, Dwell, Exposure and Engagement by Area,
Fixture, or Display
2. Dwell Conversion 3. Mobile POS Loca4on Metrics 4. Queue Metrics
5. Fihng Room/Service Area Traffic and Metrics 6. Staffing Aligned to Service Areas 7. Merchandising Op4miza4on
IN THE STORE The Shopper
HowtoMeasure
Ques#ons1. How do I give my shoppers the right informa4on to
become buyers?
2. What is the shopper’s journey throughout my store? 3. How do I know how loyal my customers are?
WhatWeMeasure1. New vs. Repeat Customers 2. Dura4on in Store
3. Mobile Browsing Pakerns 4. Interac4on Metrics 5. Training System Metrics 6. Beacon Interac4on Metrics 7. Understanding of Full Path 8. Full Path Segmenta4on
15
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Q&A//Panelists
@toemartell
TomMartellDirector,AdvancedAnaly#csRetailNext
MODERATOR:DebbieHaussEditor-in-Chief,RetailTouchPoints
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