What makes the e-commerce so successful and in constant growth? Its success and expansion are mainly due to two factors:
the ability to measure customer behavior
the ability to adapt quickly
In the online world, thanks to analytics tools, it is indeed possible to easily track the journey that led to a specific conversion and/or purchase, while also understanding the path the consumer went through before buying and the sources that generated interest in the product (e.g. social, paid search). An e-commerce website can also implement A / B testing experimenting how new layouts and new messages on the test page lead to greater sales and better performances compared to the control store.
What if this was possible also for the physical store?
Using tracking technologies, RetailerIN builds the full customer’s journey by providing the same type of information of the e-commerce. For instance, instead of knowing where your customers navigated and clicked, you know where your customers walked through and stopped, which products they inspected, and how long they remained in store. Instead of knowing the size of the e-shopping “basket”, it is possible to integrate POS data with the customer journey inside the store and understand which aisles and areas shoppers have been through, what they eventually bought and, even more importantly, what they didn’t buy.
Furthermore, it is possible to test how different store layouts and product placements affect store performances in terms of traffic, dwell times and sales.
Learn more about A/B testing in the physical world. Download our case study!