Retailers need to understand where they stand in their journey to becoming a truly data-driven retail organization. Data capturing is important across all the channels but for retail, capturing accurate in-store data is the most important one.

1. The Value of In-Store
Insights in Data-driven
Retail

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Introduction
Retailers today understand the potential of
big data — ‘data-driven’ business decisions
is the key to success. Analytics can help
predict and influence consumer behavior.
The problem lies in the intricacies of data
capturing and retailers are still struggling to
translate analytics into effective and
actionable insights.

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The Challenge
The quantity of data isn’t the challenge for
retailers anymore; it is the data accuracy and
integration. The rise of digital technologies
including ecommerce, mobile apps and social
media have enabled retailers to capture
phenomenal data into online customer behavior.
But to build a consistent, well‐branded customer
experience, they need to go beyond digital and
understand customer behavior in the physical
store as well and integrate this data with what
they already know about the customer in the
digital world. And there’s the problem.

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The Challenge
Most retailers continue to depend on legacy POS
and CRM systems or manual surveys to gather in-
store business insights. A few of them have
invested in in-store tracking solutions such as video
analytics, sensors, thermal imaging, laser
technology etc.
While all these technologies are good at people
counting and descriptive analytics, they fail
miserably when it boils down to capturing the
actual insights into in-store customer behavior.
This gap severely limits a retailer’s ability to
understand customer behavior patterns within
their stores.

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So, how do retailers capture
in-store customer insights?

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The Solution
Data capturing is important across all the channels but
for retail, capturing accurate in-store data is the most
important one.
To better understand in-store customer behavior,
retailers should invest in an effective location analytics
technology. Guest WiFi has now become one of the
most effective location analytics tool.
Using software such as Proximity MX, retailers can
collect real-time data about in-store customer behavior,
analyze behavior patterns and seamlessly integrates
this data with backend enterprise and CRM systems
using their existing WiFi infrastructure.

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Why WiFi Analytics?
Let’s compare WiFi analytics with other platforms/processes ability to capture at-location
customer data and engage with them real-time. If you look at the below table, WiFi based
analytics and engagement solutions have higher data accuracy than other platforms/processes.

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The Value
In today’s highly competitive retail environment,
accurately understanding customer behavior is a
major differentiating factor between retailers that
delight their customers and those that struggle to
entice them. Capturing in-store customer behavior
can unlock valuable insights that will help retailers
in the following ways:
• Segmentation
• Personalization
• Performance
• Loyalty

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Segmentation
With access to behavior patterns connected
with business identity of each customer
walking in the store, retailers can easily
distinguish between different types of
customers based on their visits, time spent,
spending, purchases and loyalty.

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Personalization
There’s a tremendous shift in customer
behavior, they’re more demanding, each
expecting their individual experiences to
reflect their own personalities and desires.
Starting from digital, the concept of
personalization is becoming a new norm
in the physical world as well.
Armed with in-store insights based on
customer personas, retailers can
effectively personalize experience for each
customer walking in their stores.

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Performance
Using in-store analytics retailers can
gather performance metrics across stores
in different zones, geographies or even
areas within each store. This data can
help retailers optimize costs, increase
revenue/sales and target their customers
better.

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Loyalty
The accurate understanding of customer
personas can help retailers identify the
right time, the right message and the
preferred channel of engagement to
better plan loyalty marketing campaigns.
Also, by integrating loyalty data with in-
store analytics, retailers can derive
customer preferences and habits that will
help them retain the existing loyalty
members.

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About Proximity MX
Proximity MX, a SaaS tool that provides WiFi analytics
and mobile customer engagements for physical spaces.
It integrates with and leverages WiFi network
infrastructure to enable in-store analytics and customer
engagement. Retailers can engage the customer using
SMS, Email or push notification or trigger a notification.

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About July Systems
Founded in 2001, we are pioneers in mobile experience
and engagement platforms. Through a process of
continuous innovation we have stayed ahead of the
curve in a fast changing mobile landscape. We’re now
on a mission to digitize physical spaces through our
latest product.
Connect with us:
www.julysystems.com | Facebook | Twitter | LinkedIn

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