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Applying Web Analytics Techniques To Your Brick & Mortar

Competition in retail is fierce. The Internet has made shopping an activity you can do from anywhere. Fifty years ago, people would’ve never imagined buying a couch from their phone. Fifty years ago, people would’ve never believed they’d be able to see a couch from their phone. But here we are, buying couches, trading cars, and shopping for our first houses online. Ecommerce is relatively easy to track because of cookies and software analytics installed in web browsers. This is why if you search a new bed on Costco’s website, odds are you’ll start to see pop-up ads for mattresses almost immediately.

Now if you’re a retail owner, this could be threatening. As a storeowner, you must think about presenting yourself online in the most flattering manner on your business’s website or in social media. You must also think about your store traffic too. Store analytics are not any different than web analytics. Just as web analytics provides information on your web traffic, store analytics provides information on your footfall traffic. But how do you get scientific data on the number of customers you have? Well, you can be present in-store from open to close keeping a watchful eye on every single customer who enters, watch what they gravitate towards and take notes, watch the path they take in and out of the store, how long they spend in each area, as wells as take note of who doesn’t enter your store. You could do all this or you could install a people counter.

People Counters Do More Than Count People

A people counter is software and hardware that is installed in your business to help track how many customers come through your door a day and their habits. Just as web analytics help you to determine a sales conversion ratio, people counting software helps you to determine an in-store sales conversion ratio. So if you had 30 customers between the hours of 2 and 5 and you made 10 sales, you’d be able to determine your ratio, but also look at what happened with those 10 sales and look for patterns. Did they speak with a certain sales person? Did they gravitate towards one area of the shop? Or did they all go straight to the front desk? Tracking your customer’s behaviors and analyzing these facts is the first step to finding the weaknesses in your business and capitalizing on them. Identifying your business’s weaknesses may be difficult, but they are your areas of opportunity to grow. If you are looking to increase your profit, using scientific data and developing a strategy to fix your business’s weaknesses is the first step.

For more information on store analytics, please visit V-Count at or call 1-416-477 5628.

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