Whether consumers shop online or at a mall, retailer success weighs heavily on gauging and responding to their behavior. The scope of brick-and-mortar’s recent technology adoption is broad. Among the data that retail stores can now glean and connections they can make:
- • Geomapping via smartphone apps can alert retailers when a customer is approaching their store’s front door and send them special-offer coupons as they cross over the threshold.
- • Heat-mapping can monitor shoppers’ movements within a store to determine what areas and inventory customers are most drawn to, even if they don’t make a purchase.
- • In-store Wi-Fi connections offer information on specific products on the shelves — and also can reveal what online retailers and review sites shoppers call up during their visits.
- • Video-surveillance cameras can determine which window displays attract what percentage of shoppers walking by a storefront, the gender and rough age of individual shoppers, and what products they are drawn to.
- • “Sales conversion” comparisons between individual stores may show 65 percent of shoppers make a purchase, yet 80 percent do at another, allowing further analysis to gauge if it’s customer demographics, staffing levels, product offerings and inventory, or promotions that account for the difference.
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