If it’s one thing we are always keen to hear, it’s the success of a recent display!
Whether it’s one of our retail window displays or in-store point of sale -generally the only feedback on its popularity was from store staff. Very occasionally we are privy to campaign sales figures, but these mostly reflect the popularity of the title not just the display.
So when we learnt of a new ‘smart mat’ with built-in floor sensors that measure foot traffic, we immediately saw the opportunity to measure the true popularity of our displays. Not only does the smart mat measure the total number of visitors, but if they did stop the mat is able to record where on the display they stopped and the stop duration time or ‘engagement’.
How Does it work?
The sensors pads are 3mm thin, 600 x 600m plastic squares. The sensor pads can be connected in different configurations to cover different sized areas.
Foot steps across different areas of the sensors are registered on a device in-store, which is connected to the internet via the stores Wi-fi. The location and duration of each step is measured and can be viewed in a web browser in real time.
What does it tell us?
By logging on through the website and selecting a date range, the dashboard reveals almost everything you could want to know about display foot traffic.
- What day gets the most visitors?
- How many people have walked by vs. how many people have stopped to look at the display
- How long have they stopped for and which areas of the matt (products) are most popular.
How does it improve our displays? Like all ‘IoT’ technology its not what you’ve got but how you’re using it! The smart mat is a tool that enables us to measure and report on our displays and make adjustments to increase the number of visitors.
Measuring Conversions – Sales figures alone don’t give you the full story.
If you make 25 sales but you don’t know your number of visitors, you don’t know your conversion rate and you don’t have the full story. However if you make 25 sales from 100 visits, you know your conversion rate is 1 in 4.
This allows you to compare conversion rates between all your titles. Some titles may draw less crowds, but have much better conversions to sales. So it makes sense that these campaigns be extended.
Other titles may have loads of visitors, but the prices point is too high and stopping them from ‘converting’. Without knowing how many people have seen the price tag and walked away, you can’t know your full sales potential. Knowing there is solid interest may support the move to a lower margin-higher volume based sales strategy.
Engagement – How long do people really look at your display?
If you have a 5 minute video loop running on a TV, but one week later you measure the average engagement time is 1 minute, then any meaningful content in that last 4 minutes is going unheard.
The set-and-forget approach to marketing at retail is no longer excusable. You may not be getting the most out of your marketing dollar or worse, losing customer opportunities. Not only is the technology available to measure customer behaviour, we’ve got it deployed and reporting results daily!
To get more out of your retail displays, Let’s talk about how we can deliver your displays with double the impact!
Read more about these big issues covered by Double Impact Displays’ Managing Director Jennifer Slaney now!