3 Ways People Counters Help Determine the Effectiveness of In-Store Promotions

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  2. 2015
  3. November


Promotional displays and other in-store promotions are a visually and logistically-effective way to sell products. They grab the customer’s attention, are set up in locations convenient to the customer, and sometimes offer a discount on the product being displayed. People counters can help test the effectiveness of these displays and sales promotions in several ways. Here are three ways they are useful for in-store promotions.

1. Discover the most effective display location in your store.

Determining the best location for a promotional display requires an attention to which areas of the store see the heaviest foot traffic. Set up displays in several locations and use people counting technology to gauge how many people walk by the display. In this way, you will be able to determine which locations receive the most traffic and potentially produce the most sales. Location and visibility are the most important factors for in-store displays, and the data people counters provide can take the guesswork out of figuring out the prime location for a display.

2. Determine the most compelling display layout.

If you’ve picked out your display location, but are torn between two different display designs or layouts, people counters will come in handy once again. For example, you can set up one display design—let’s call it Display A—and measure the people counting data for a set period of days, then switch it up to the second display design—let’s call it Display B—and collect the people counting data for that arrangement. Comparing Display A’s data with Display B’s data will allow you to see which promotional display design is the most effective.

Keep in mind, A/B testing like this must be done with control over other factors. For instance, if you are testing a Display A for three days, you must test Display B on the same three days of the week. This is due to the fact that your sales may be higher or lower on other days of the week. You should also take into consideration weather patterns during the days you are testing, as well as bank or national holidays. Also, beware of testing on weeks leading up to certain holidays.   Foot traffic could vary due to any of these factors.

3. Determine sales conversion rates of promoted products.

By comparing date and time-stamped POS data to date and time-stamped people counting data, you can determine how many customers made promotional purchases. Using this information, you can calculate the sales conversion rates of your promotional items.

If you’re looking to improve the effectiveness of your promotional displays and ensure that you get the best possible ROI out of each promotion, people counting data could answer your questions. Ultimately, the data collected with people counters will allow you to make better business decisions regarding your promotions and will help you determine the ROI of each display.

Why Retailers Should Be Using Bi-Directional People Counters

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  2. 2015
  3. November

Why Retailers Should Be Using Bi-Directional People Counters

What is a Bi-directional people counter?

Bi-directional people counters differentiate between when someone is entering and when someone is exiting an area. Other people counters can only count how many times someone passes through a doorway, which can potentially skew your results.

Glean accurate sales conversion rate data.

Bi-directional people counters allow you to track how many people are entering or exiting your store, or an area of your store, at any given time of day, which you can then compare to sales data. You can use this comparison to calculate a sales conversion rate, which allows you to make better business decisions based on the data.

Keep track of how many people flow through your store throughout the day.

Bi-directional people counters can keep track of how many people move in and out of the store at any given time. With omnidirectional counters, you wouldn’t be able to tell how many of the counts are entrances and how many are exits; you could have 100 people walk in before any of them exit and you would be left to guess whether this was the case or whether 50 people entered and then exited. This can work very well for some establishments, but not so well for others. Other stores might be better suited for bi-directional counters that can pick up on these details, allowing you to get more accurate, real-time store traffic data.

Ensure staff is deployed as effectively as possible.

For larger retail stores that have multiple departments, bi-directional people counters are a must. Placing them in the entranceways to each department will allow you to track how many customers flow in and out of different departments at certain times. Knowing which days and which times of day traffic are highest in certain departments will allow you to staff these departments appropriately. Without bi-directional people counters, you may not be able to differentiate between people entering versus people exiting in department areas and this could potentially lead to over or understaffing.

Accurately evaluate marketing success.

Measuring the success of large-scale and smaller-scale marketing campaigns comes down to the strategic implementation of bi-directional people counters. The success of storewide or department-specific promotions can be measured with the counters to see how much foot traffic the store or an area of the store receives. This will allow you to calculate sales conversion rates. You can use this marketing data to compare your campaign’s success to previous marketing campaigns your store has conducted, as well as to marketing campaigns’ success at other stores in your chain, and to the success of competitors’ campaigns. Basic business metrics such as CPM (cost per thousand), the cost of reaching one thousand people or households, can be calculated from this data as well as sales per square foot.

Ultimately, knowing and understanding your traffic periods, including highs, lows, and everything in between, will allow you to optimize your business for success.