HOW CONVENIENT FOR YOUR BUYERS TO MOVE IN THE STORE?

How do customers navigate in the store?
What gets their attention and what doesn’t?
How do customers respond to promotions?
Answers to these and many questions will be given by Customer Flow Analysis.

An ambitious company interested in growing and strengthening its position in the market, in addition to direct trading, monitoring the activity of competitors and the quality of its own service, should devote time to researching more “physical” factors, namely, identifying existing and creating new customer flows in the store.

The analysis of the customer flow will ensure the most complete and frequent contact of customers with the product, enhance the effect of visual merchandising, enable customers to make and plan purchases with comfort, and for the owner to receive maximum profit. The study allows you to fix the patterns of movement of the buyer in the sales area, the number of visitors and the purchases made / their nature, document the information characterizing the portrait of the buyer, his socio-demographic characteristics (car brand, age, expected income level / clothing style, etc.).

BUYER FLOW ANALYSIS ALLOWS


  • Identify priority areas in the trading floor. How the buyer moves in the sales area: directions that he chooses, frequently visited departments. The most optimal place for the location of the goods is the one that first catches the eye of the visitor who has just entered the store;
  • Identify low-traffic departments and possible causes. The time spent and the number of buyers in this zone is estimated. Often, popular product categories are not selling due to incorrect location in the store;
  • Evaluate the reaction / interest of buyers. What attracts visitors’ attention, where they spend more time, how they react to promotions and POS materials. Evaluation of the effectiveness of advertising campaigns, merchandising;
  • Evaluate the attitude of real buyers to visitors. The percentage of observed buyers who made a purchase is measured;
  • Track store bottlenecks. How convenient it is for the buyer to navigate the store;
  • Create a portrait of the buyer. Collecting information on the socio-demographic characteristics of customers (car brand, age, expected income level / clothing style, etc.)

TECHNOLOGY AND TERMS OF THE RESEARCH


Observers are given a detailed plan of the retail space, on the basis of which the traffic pattern of a particular buyer is recorded. The performer attaches / follows the buyer, keeping a distance and fixing the necessary evaluation parameters.

The minimum recommended duration of the information gathering stage is 2 calendar weeks, which allows you to track the dynamics of the outlet’s traffic, determine the “recessions” and “rises” depending on the days of the week (weekdays / weekends), make a comparative analysis of the data.