In-store analytics (in-store analytics) is a hardware-software complex that performs analysis for retail enterprises. This term is common in the United States and is usually used in relation to video analytics systems designed to study the behavior of customers at retail outlets. Systems allow you to get a set of data on the activity of visitors to stores, close (in some cases - superior) to the one that receives online commerce .
Content
Data Sources
The main data source is video cameras (video analytics). In-store analytics systems can also be integrated with POS-terminals , personnel time tracking systems, half-beam sensors, RFID sensors, other in-store systems, and also receive data from external sources, such as weather services.
Key indicators of in-store analytics
- Traffic - the number of visitors entered / left. Traffic can be measured both throughout the store, and by department / other locations.
- Conversion en: Conversion rate - the ratio of visitors who performed the target action (for example, made a purchase) to the total traffic
- POS-analytics - the number of purchases, the average check, the average number of items in the check, statistics on cancellations / returns
- Stops - the number of visitors lingering in the location and the average duration of their delays
- Views - fixing and counting persons turned to a particular product / showcase / design
- Demographic data - gender and age analysis, analysis of race and nationality
- Staff statistics - the number of hours worked, personal indicators: conversion, total sales, average bill
Intra-store analytics application
In-store analytics provides data for various functional departments:
- Operational management . Uses to optimize work schedule,
- Marketing Uses for evaluating the effectiveness of promotions, promotions, in-store communication materials.
- Merchandising . Uses for testing and evaluating the effectiveness of shop windows and other structures. Kinetic maps are used to optimize retail space.
- Personnel service . Can use the system to assess the performance of individual employees and develop optimal motivational programs.
- Security service . Can use the system as a video surveillance system, as well as to prevent theft and investigate incidents.
- Top management . It uses to compare the effectiveness of individual stores, regions and benchmarking using leading stores.
See also
- Video analytics
- Data mining
- Business intelligence
Notes
Literature
- Torsten Anshtedt, Ivo Keller, Harald Lutz. Video analytics: Myths and reality: Security Focus, 2012. - 176 p. - ISBN 978-5-9901176-5-5.
- Mark Ryski. When Retail Customers Count: AuthorHouse, 2005. 308 p. - ISBN 1-4208-2475-9.
- Mark Ryski.Conversion: The Last Great Retail Metric: AuthorHouse, 2011. - 396 p. - ISBN 1-4634-1422-6.
- Herb Sorensen, PhD. Mind shooter: Pearson Prentice Hall; 1 edition, 2009. - 256 p. - ISBN 0-13-712685-9.
- Paco underhill. Why We Buy: The World of Shopping - Updated and Revised for the Internet, the Global Consumer, and Beyond: Simon & Schuster; Upd Rev edition, 2008-320 p. - ISBN 1-4165-9524-4.