The customer experience that you provide in your store is the bedrock of your success as a retailer. People counting solutions can provide valuable insights that reveal opportunities to improve customer service, optimize staffing, and boost your sales.
Customer service is one of the top factors people consider when they decide whether or not to visit your store. The RightNow Customer Experience Impact Report notes that “89% of consumers have stopped doing business with a company after experiencing poor customer service.” A second statistic, from Parature, says that “it takes 12 positive customer experiences to make up for one negative experience.”
Across America the traditional mall experience is morphing. Major U.S. mall owner’s like Simon Property Group, Westfield America, and GGP, faced with flagging mall traffic and unused space, are thinking outside of the box to attract shoppers and non-traditional tenants. The attempt to reinvigorate and revive the mall is resulting in a shopping, eating and entertainment mall model for the modern retail era.
5 Ways to Boost Mall Traffic
If you are looking for ways to boost your mall traffic and get shoppers through your doors, here are five creative ideas that can give your mall foot traffic a renewed boost.
Turn your mall into an entertainment hub
You need an incentive to attract customers into your mall and to spend time there. Consumers want more than a place to eat and shop—they want experiences. To increase mall traffic, dedicate spaces and hold events that offer forms of entertainment. Turn customer apathy into excitement with a variety of venues that entice them to visit your mall and stay longer.
Hold community events
Your current, unused mall space has the advantage of being large enough to serve as an event venue. This opens up opportunities to invite community groups and non-profit organizations to hold events year round and increase foot traffic.
Wi-Fi hot spots
Create a Wi-Fi café or multiple hot spots that promote a quiet haven for the growing work-from-home workforce or constantly connected mall visitor. You could offer snacks and drink choices that can be purchased while they check their email or reply to messages.
Rent space to unconventional tenants
Mall traffic can be increased dramatically by offering empty spaces to non-traditional types of tenants that offer entertainment options rather than retail shopping. How about a laser tag, indoor skate park or trampoline venue for the kids? Fitness centers, consignment shops, and specialty shops can also increase foot traffic.
If entertainment options don’t necessarily work for your property, you may want to consider a mixed-use scenario to increase mall traffic. Many mall complexes around the country have adapted their empty areas to incorporate hotels or apartments, offices or play space. Target the people using those facilities by making them aware of the convenience of shopping nearby.
Having a people counting solution in place before initiating these traffic-boosting strategies is important to measure the effectiveness of your efforts. Strategically place people counters in entrance points, parking garages, and entrances to specific venues spaces to track where your visitors are going. Over time, the data collected will help give you an idea of successful mall traffic trends and also areas that need improvement.
Keep in mind that your investment in these solutions will provide a return long-term with increased traffic and an upswing in revenues. The data you collect will help you adapt your vision of mall spaces and choose the most profitable options for your business.
Buy Online, Pickup In-Store (BOPSIS)
One smart way to get shoppers through your doors is to offer customer-friendly services such as “Buy Online, Pickup In-Store” (BOPIS). This smart strategy is the best of both worlds in a sense; it gives shoppers the convenience of purchasing online and the speed of retrieving their purchases at no additional charge and more quickly than waiting for a package in the mail.
What’s more, BOPIS is a retail customer experience that drives additional sales beyond the products your customer purchased online. A Forrester report revealed that 46 percent of shoppers are enticed to spend above and beyond the original BOPIS purchase if they receive a personalized discount or deal when retrieving their purchases in store.
How to Increase Sales with People Counters
One of the biggest challenges for small to medium-sized retail business (SMB) owners is attracting customers to your store. To increase sales, you need to get people in the door, keep them coming back, and inspire them to tell their friends about the great shopping experiences you provide. Tools such as a people counting solution will help you work toward these goals and determine the success of your efforts as well.
- Understand Your Business. Consider the things that make you stand out from your competition. Formalize your unique value proposition (UVP) into a statement you can share with your management team and employees. Examine your processes (such as hours of operation, staffing, products, and marketing) as they relate to your UVP and make an honest assessment of your strengths and the areas where you could improve. Looking at these things from your customers’ perspective will help you figure out how to improve the customer experiences you provide.
- Know Your Target Audience. Trying to attract “the general public” is too vague and ineffective. Create a detailed profile of your typical customer so you can craft marketing messages that will appeal to those demographics. Compile and update a database of customer information, including addresses, order histories, and loyalty rewards. This data can help you shape personalized email invitations to attract customers. Foot traffic statistics from your people counter will provide insights into peak times for typical buyers and the areas of the store that draw the most attention, to complete your customer profile.
- Set Yourself Apart with Outstanding Service. One thing that will always attract customers is exceptional service. People counting solutions can help you deliver great experiences. For example, with foot traffic data, you can ensure adequate staffing during the busiest times of the day, week, month, or year, to avoid lengthy checkout lines. You can also tell which parts of the store are visited most, so you can adequately staff them with associates to assist shoppers with queries or make upselling suggestions. Great service from knowledgeable and attentive employees can lead to customer loyalty.
- Keep in Contact. In today’s retail environment, shoppers expect to interact with retailers in stores and online through social media, texts, and email. Make sure your customer engagement strategy includes appealing to them on all channels. Send emails and texts to thank loyal shoppers and offer coupons or information about upcoming sales or other in-store events such as new product demos. Never underestimate the power of social media. Engage with customers who reach out to you or mention you on social media.
- Offer Promotions. A common strategy to attract customers is to offer promotions both in stores and online. These could include not only special deals such as “buy one, get one free” but also codes that people can share with friends to earn rewards. To tell whether an in-store campaign is successful, check your people counter to see if foot traffic increases during and after the promotional period.
Understanding Shopper Counting Can Improve Customer Experience
Giving your shoppers a high-quality and highly enjoyable shopping experience is the key to ensuring that they visit your business again. Shopper counting and understanding how foot traffic moves and flows through your store can help you drastically improve your customers’ experience.
- Display Promotions: Using people counters in separate sections of your store allows you to count how many people visit each area per day and, on a larger scale, per week, per month, and per year. This data can very easily help you to identify peak times of the year, month, week, and day for each section of your store.
- Create Timed Promotions for Peak Visitor Times: You will also be able to identify which times of the year, month, week, and day your promotions would be the most successful. With your shopper counting data in mind, plan out your promotions ahead of time.
- Increase Staffing During Peak Times: It’s easy to predict these peak times and schedule more efficiently when you understand shopper counting. With people counters installed, you will be able to determine the peak times during the week and day during which may need to schedule a few more staff members.
Get Your Retail Traffic Counter From Traf-Sys
Retail traffic counters help keep eyes on nearly every aspect of your retail store. Gathering these analytics can help you make the changes for a better, faster and more pleasant customer experience at your business.
Contact Traf-Sys to inquire about our services and how we can measure your mall traffic for a brighter and more successful future.