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Op#mizingTheShopperJourney:BestPrac#cesForIn-StoreAnaly#cs

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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

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TomMartellDirector,AdvancedAnaly#csRetailNext

MODERATOR:DebbieHaussEditor-in-Chief,RetailTouchPoints

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