Customer Experience Analytics: Which comes first…the Chicken or the Egg?

Which should come first, the chicken or the egg? How long will the chicken stay for, where will she go, and how many eggs will be in her basket?   The answers to customer experience analytics still seem tantalisingly out of reach for many retailers.   This year’s RBTE event at Olympia had its fair share of new IT initiatives as well as more established applications, refreshed, re-invented and re-packaged. And it’s a few years now since store traffic & customer movement analytics first burst onto the scene and certainly into my personal consciousness. It claimed to offer to physical…

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Do you know the “new” rules for your next store design?

Retail professionals are under extreme pressure to deliver what they always have, but now in a retail landscape that is being transformed by changing customer behaviour and a migration of retail sales to e-commerce.   There is a level of confusion and indecision that has entered many retail teams, that comes from the evolution of omnichannel. The pace of that indecision is increasing as the repercussions of wrong decisions become commercially more significant and more critical. Getting retail right with every new store opening, with every new collection, was difficult to do with the “goal-posts in the same place” Now…

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Sales = Traffic x Conversion: The Complexities of a Simple Equation

Knowledge of traffic and conversion is essential to measure and maximise sales opportunities across stores, however the knowledge of traffic and conversion by category display within the store reveals the mysteries of the shopping experience and promises the riches of increased sales productivity for every gondola, wall and precious retail square metre.   What retail success boils down to is selling as much as possible to as many people as possible. In the context of any retail business this is very much in line with the key departments of marketing and merchandising. The role of marketing, in its widest sense,…

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6th Joy of a Retail Spring – Secrets behind Product Sales

Any good retailer knows from its product sales what its customers’ buy and equally what seems to be impossible to sell to them, but why? Do you know why? Is it simply the wrong product, or perhaps something more subtle in the colour, the size, the style or the taste, or simply something as obvious as the price point? Proper analysis of sales figures combined with benchmarking of competitor assortments holds the key to unlocking further the potential spending of our customers.   Through identifying the hierarchy of importance for product design elements and features a retailer can design and buy assortments with investment…

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1st Joy of a Retail Spring – Understanding customer behaviour

1st Joy of a Retail Spring – Understanding Customer Behaviour Make it your new year’s resolution to understand how your customer behaves inside your stores. In many ways having got them into your store you’ve done the hard part, and everything they do, and everything they buy now, is a bonus that cannot be ignored.   The key is understanding how your customer reacts to your store, your product display, your layout, your service and everything else that can convert a sale. Understand what is working and what is not. Adapt and evolve to ensure the customer is behaving in…

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The Battle to Change Retail Location “Mind-Sets”

Who’s the real competitor? Who’s the real enemy? The massive changes that have swept across this land and others, the decimation of high streets,  town centres and the taking away of the retail heart of communities, though tragic and physically real are the result of a shift in mind-set. The mind-set and shopping patterns of the customer.   And whilst there are a range of practical measures that must be taken physically on the ground and through legislation to create a viable landscape to rebuild these once flourishing centres, perhaps as much a challenge to this renaissance will be the process…

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“What on earth is happening in my stores?!”

“How can I actually know for certain what is happening in my stores and what my customers are doing, and so ultimately know what to do to improve their experience and my commerciality?”   It is still a widespread scenario that head office retail functions do not know what is happening hour after hour, day after day, inside their stores. The situation is symptomatic of the gap that still exists in many retailers between head office and stores, and the lack of communication and integration between the different retail functions. But how can any business hope to improve both the…

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Retail analysis: The Usual Suspects – Personalisation & Patterns

It’s very easy for a retailer to go chasing in circles attempting to catch the evasive scraps of essential new data, insights and analysis blown into a constant ferment by the prevailing winds of new information. Throw into this cyclone complex omni-channel data, progressively pervasive loyalty programme insights, beacons pursuing the personalisation profile of every customer and we have nothing less than a hurricane force of facts at our out-stretched fingertips.   Important as these insights are, in many cases incremental opportunities to improve store sales are still closer to hand, within easier reach, in fact under our feet with…

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