店内分析 - 零售成功的关键？

You know the new year shopping bonanzas are here as retailers kick off their promotions. According toVisa's Consumer Payment Attitudes Survey, a growing number of consumers start holiday shopping as early as November: how best should businesses deploy strategies to meet the crest of festival consumer shopping demand?

As digital shopping begins to drive transaction volume in Asia, the likes of Japan, South Korea and Taiwan are leading the charge in delivering the majority of mobile transactions globally. This is also true in South East Asia, wheremobile transactions in e-Commerce account for 54 percent of all successful transactions in the region.

While by the convenience of browsing online continues to influence purchase decisions, brick-and-mortar stores may yet have the final say before a sale goes through. Forrester reports that by 2020, nearly 30 percent of retail sales made offline will be inspired by online activity.

Brick-and-mortar stores are clearly still relevant to the shoppers in this region. For retailers in Asia, these trends and forecasts are highly valuable as they continue building the best in-store experience. To achieve this, every piece of customer intelligence will play a critical role for your business in claiming your share of the billions being spent this year.

Take the guesswork out of tracking customer traffic

为了帮助零售商更好地了解交通模式，重要的是要了解零售分析通过实时云服务。根据Accenture，亚太消费品公司开始认识到以分析驱动的组织来推动决策流程的价值。例如，Singapore Economic Development Board's investment in RetailNext.

Such investments help retailers gain real-time and historical insight into customers, such as by looking at Wi-Fi statistics gathered from the smartphones that everyone carries today. This is especially relevant in the Asia-Pacific region, wheremobile and internet penetration rates continue rising. This analytics can for instance track the time spent in certain areas of the store, or even help to determine the best store layout for optimising customer traffic.

由于每个步行的人都是潜在客户，因此这是重要的信息。现在，您可以看到实际进入商店的实际进入，以及他们的访问时间和持续时间。最好的部分是，捕获这些有价值的数据不需要您安装和管理其他硬件，而购物者甚至不需要连接到网络。您可以通过利用相同的方式来实现此数据收集Wi-Fi and management toolswhich you currently use to run your business. This data can be extremely valuable in shaping business and marketing decisions ahead of and during the festive shopping period.

做出明智的业务决策以吸引更多购物者

Once you are set up to collect essential customer traffic data, you can begin to recognise patterns and find opportunities to optimise your store for greater success. By跟踪通过流量, you can easily increase in-store traffic during peak periods by testing different storefront displays, signage, and campaign offers in the period beforehand. Doing so will provide a gauge for your marketing and sales departments to discern the factors that can potentially deliver the highest conversion from a passer-by to an in-store visitor.

您还可以跟踪购物者在商店中停留的时间，这些数据可通过测试不同的商店布局和商品销售来用于改善购物者的参与度。您还可以调整店内员工的位置，何时何地，以确保购物者获得最佳的店内体验。

让数据进行谈话

By usingWi-Fi products that provide real time analytics of customer activity, you can customise how you measure and calculate conversions based on what works best for you – this is applicable whether you have 10 stores or 2000. For instance, this data can help your shop floor managers to make sure they have ordered stock that is most likely to achieve the greatest sales on the last weekend before Christmas.

Over and above insights that guide performance optimisation of individual stores, you can also obtain data on how your multiple stores compare against each other. This guides your business planning on a larger scale, by allowing you to determine where and how to make your investments to best capitalise on opportunities for retail success – no matter what season it is.