Whether shopping online or in-store, today’s shoppers want to have connected interactions with brands and retailers. With consumer behaviour trends top of mind, leading brick-and-mortar retailers are leveraging retail analytics tools and technology sets, such as presence sensors and touch buttons, to gather data-driven insights – helping them better meet these expectations, deepen customer engagement, increase sales, and enhance the in-store customer journey.
When utilised in a retail environment, presence sensors – typically positioned within a display or attached to a screen – track customer movements and interactions by measuring a customer’s distance from a point of interest, which ranges from ‘traffic’ (the furthest away) to ‘opportunity to see’ (closer to the display), and ‘convergence’ (right at the display), with their ‘Level of Intention’ increasing as they approach. Each one of these metrics trigger an event, such as a change in sound, lighting or screen content. For example, increasing lighting on a display as customers approach can draw them in, enhancing their interaction.
With a touch button application, the customer’s intention differs from, say, that of a lift-and-learn display. When a customer presses the touch button, they are seeking particular information or actions, such as learning more about a product or requesting assistance from staff or a product specialist. Touch buttons can also be used for brand storytelling. An example of this is a display wall with several buttons, which each reveal a milestone or story about the brand, providing an engaging narrative experience.
In addition to these functionalities, the content triggered by both presence sensors and touch buttons can be customised, further enhancing personalisation and engagement.
Together, presence sensors and touch buttons not only attract and engage customers and ensure that the right content is delivered at the right time, but also provide retailers with valuable insights into customer behaviour. By integrating presence sensors and touch buttons with Sensmi, a real-time data analytics platform that transforms data from multiple sources into actionable insights via a cloud dashboard, Moving Tactics Retail Analytics Solutions (the official reseller of Sensmi in Southern Africa) enables traditional retailers to access similar analytical data and capabilities as online retailers.
For instance, by analysing data on the number of people who walked past displays versus those who engaged with specific calls to action, retailers can make data-driven decisions, refine their strategies, and optimise in-store marketing initiatives to create interactive customer journeys that ultimately lead to higher customer engagement and increased sales.
To find out more about Moving Tactics’ Retail Analytics Solutions, visit: https://movingtactics.co.za/retail-analytics/.