There are many factors that affect the orientation of the customer in the store. The store’s layout, design, campaigns, interesting products, and more influence customer behavior. By examining these behaviors, the customer’s roadmap is drawn up. Store performance can be improved with comments removed from the customer’s roadmap. So how does Udentify map out the customer’s roadmap and improve store performance in its reports?
- The customer’s roadmap starts from the entrance of the store. The pull-in rate of people passing by the store periodically is analyzed. The effect of external factors such as window design, products on display, and weather conditions on the rate of customer attraction is examined.
- It is important where the customer will turn after entering. The performance of the areas at the entrance of the store and the customer orientation are compared. Field performance is measured with metrics that Udentify has. These metrics are:
- Contact: A person who comes to a particular area. Leaving and re-entering the area of the same customer is counted as “2” contact. Personnel is also included in this number.
- Duration: The time the person spends in the area.
- Intensity: Contact x Duration
- Interest Rate: The ratio of customers who spend more than 15 seconds in the domain to all customers in the domain.
Where did the customer go from the entrance of the store? Are the interest rates of the areas addressed high? Has the customer spent a long time in these areas? If not, what is the reason? Personnel, stock status and other factors are examined and analyzed. In these areas, comments are made on the reason for the customer’s orientation by looking at the sales situation.
- The orientation of the customer from the store entrance to the middle parts of the store is examined by looking at the contact, duration, intensity, and interest rate. Prominent and blind spots are detected. Several scenarios are made. These scenarios are:
- Interest rates and sales of high-contact areas are checked. If the incoming customer spends a long time in the area, the sales are examined. If sales are high, it is a prominent area. If sales are low, there may be a shortage of stock or personnel in this area. The products in the area may not have attracted the attention of the customer.
- If the department has low contact and the interest rate is high, the sales are checked. If sales are high, the department may be in a blind spot. It shows that the customer who comes to the aisle is interested in the products in the field and has a high sales potential.
The performances of the departments are examined and actions are taken to improve the performance in the store plan.
The last part of the customer’s roadmap is the Vault area. Checkout performance is compared with the number of entrances to the store and customer orientations. The number of customers in the cash register is compared with the number of receipts. If the number of chips is lower than expected, the number of customers over the specified time (for example the number of customers over 120 seconds) is examined. Not enough cashiers may have missed the customer. With the comments made, measures are taken to improve the chassis performance.
With the actions taken in the store, the customer experience is improved and the profit of the store is increased.