Footfall counting and analytics show that large shopping malls and chain commercial outlets in Europe, America, Japan, Singapore and other developed countries and regions have widely used people counting system to assist operation and management decisions. With the bottleneck of business development, many China retail enterprises pay attention to operation gradually realize the problem and start to guide the refined operation through people counting and analysis, so as to reduce costs and improve efficiency. So, how should retail enterprises do customer flow data analysis?
For example, the passenger flow data concerned by the operation director of a convenience store would include:
1. How much is the daily vistors? When will the visitor traffic come?
Through the footfall analysis of people, master the daily entring traffic of the store, the peak and low periods of visiting.
First, grasp the gold conversion time and improve the shop unit price and transaction rate in combination with promotional activities;
Second, in the personnel management level, it can effectively carry out the shift management, and at the same time, it can use the intermediate gap time to supplement goods during the low period and before the peak period;
Third, in the period of footfall traffic, it can effectively use resources and minimize the operation cost of the store.
2. Who are my customers? What products do they like? A well run convenience store is not only to attract new customers, but also needs accurate user portraits to understand "who are my customers", so as to attract a steady stream of repeat customers. The proportion of men and women, age distribution and purchasing power of customers have an important impact on the decoration style, commodity selection and marketing strategy of the store. By grasping a customer's shopping preferences, shopping habits and shopping frequency, we can provide personalized services in time; by grasping a group of people's shopping preferences and shopping habits, we can achieve targeted marketing, advertising and promotion activities.
3. How long does the customers traffic stay?
Where do you stay? What is the course of action? By analyzing the hot area distribution map of passenger flow, convenience stores can know which shelf areas where customers are concentrated and in which shelf areas they stay for a long time. Therefore, as long as we combine the sales data and payment data, we can deeply analyze the reasons for the best-selling / unsalable of different single products, brands and categories, so as to guide the selection and display of stores. In addition, according to the hot area distribution map of footfall , the convenience store can clearly see the main walking route of customers, so as to carry out orderly moving line planning and personnel allocation, which is not only conducive to improving the number and amount of consumption of customers, but also to saving human costs.
4. What is the effect of marketing activities?
The consumption of users needs to be guided and cultivated by targeted marketing strategies. Using footfall counter to plan marketing activities will play a role of four or two thousand kilograms. First of all, the passenger flow data and hot area distribution map can intuitively show the change trend of passenger flow in the activity area; secondly, the comparison and analysis of passenger flow data and sales data before and after the activity can calculate the promotion brought by the activity. For example, the daily passenger flow is 300, the purchase conversion rate is 40%, and the unit price is 30.
By lengthening the time of customer footfall analysis, we can also summarize which activities can improve the footfall traffic, which activities can improve the purchase conversion rate, and which activities can improve the customer unit price.
Considering data accuracy, data integration ability and user experience, face recognition and counting is superior to other traditional passenger flow statistics technologies, and has become a partner of more and more large retail enterprises.
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