Using People Counters to Measure Jewelry Store Traffic

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If you’re a jewelry store owner, you know how to take the guesswork out of pricing and appraising fine gemstones and pieces of jewelry. You certainly wouldn’t guess at the price of a new diamond engagement ring — with the blind hope that you might get it right. Instead, you select a price that’s in line with your product and your customers’ expectations based on the diamond’s quality and cut, as well as its setting and the going prices of your competition.

Similarly, you can’t afford to guess at what your customers are up to — especially when jewelry store people counters from Traf-Sys Inc. can give you a realistic picture of the foot traffic of your jewelry store. Currently in use in more than 17,000 locations worldwide, our people counting systems are reliable, accurate and ready to help you leverage the foot traffic metrics that can help you grow your business.

People Counters for Jewelry Stores

We have more than 12 years of experience helping retail establishments better understand the needs and habits of their foot traffic. That’s why our customer counters for jewelry stores offer a unique opportunity for jewelry retailers everywhere. After all, when profit margins are tight, wouldn’t you like to take advantage of a proven way to increase your conversion ratios?

At Traf-Sys, we offer several different people counter solutions to effectively match the needs of your store’s layout, as well as the traffic it experiences. With sensitive readers mounted in a variety of possible positions, we regularly supply the following types of systems:

  • Overhead or horizontal readers: Depending on your store’s size, layout and entrances, you can choose an overhead or horizontal type of reader mounting. Either way, the right people counter for your store can be both unobtrusive and effective, leaving your customers free to shop and giving you the foot traffic data you need.
  • Wired or wireless counters: For some jewelers, the idea of a permanent wired installation is perfect, while for others, a battery-powered people counter that requires less time and effort to install is the perfect solution. Whichever you choose, we have a model that will suit your purposes.
  • Uni-directional or bi-directional systems: Certain retail establishments are only concerned with the approximate numbers of customers they see. Other businesses want a more accurate count of how many people enter and leave their retail spaces. This is why we offer both uni-directional and bi-directional systems. Bi-directional systems are capable of differentiating between people coming into and leaving the same space.

Benefits of Jewelry Store People Counter

Along with reliable hardware and great support services from Traf-Sys, you can expect the following benefits when employing one of our people counters designed for your jewelry store:

  • Predict peak hours: With people counters, you can better predict when your peak hours will be — both during regular daily operations, as well as around holidays and busy wedding seasons.
  • Make better staffing decisions: The last thing you want is too many or not enough staff on hand. This is why, once you have a good handle on your foot traffic trends, you can make much more informed staffing decisions that ultimately support your customers — and your profitability.
  • Evaluate promotions: Now, after running a TV ad or other type of sales campaign, you can accurately measure the results and/or effects they have on your foot traffic.
  • Track and improve conversion rates: With knowledge of your foot traffic and sales made during a given time period, you can begin to calculate your conversion rate — with an eye on making changes to improve it.
  • Deter shoplifting: Your products are valuable, which is why having people counters equipped with video playback can be an added deterrent to shoplifters. Once they know they’re under surveillance, most criminals think twice before committing a crime on camera.

For more information on making the most of people counters for jewelry stores, download our new product catalog or contact us directly today.

4 Reasons to Choose Thermal Imaging People Counters

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Gazelle 2 thermal imaging people counterThere are many people counting products available in the retail business market (e.g., door-mounted horizontal infrared beams, overhead video, thermal imaging, etc.), and not every type is right for every application. For malls and larger retail stores, museums, and libraries, the smart choice is a thermal imaging people counter designed to accurately monitor foot traffic numbers and pattern and to provide insights into customer or patron habits. Traf-Sys designed its Gazelle series thermal imaging systems to meet the challenges of these applications and deliver the best coverage and data collecting accuracy in the market today.

Here are four reasons thermal imaging people counters are the best investment for your business:

Foot Traffic Data

A thermal imaging people counter provides more accurate foot traffic data when compared with less expensive systems such as infrared beam door monitors. Using infrared radiation detection, it is triggered by body heat, and can determine exactly how many people enter your store. Our Gazelle IP features state-of-the-art thermal counting technology and also provides you remote configuration capabilities.

Variable Lighting Conditions

Whether your establishment has bright sunlight or darker, lower lighting conditions, a thermal imaging people counter will be able to accurately determine traffic data because it does not depend on ambient light. The infrared sensors monitor temperature changes only, so the amount of light is irrelevant. This is especially beneficial in rapidly changing lighting conditions such as day-to-night outdoor monitoring. Our Gazelle 2 90° Wide-Angle Format people counting sensor is designed for highly accurate counts in these conditions. It also provides a 40% greater detection area than standard counters.

Accuracy Over an Extended Area

Larger facilities such as major retail businesses, university libraries, and museums have a more complex layout but still need an accurate people count over a large area for proper data analysis. Using multiple thermal imaging solutions, such as our Gazelle DualView or Gazelle IP along with Gazelle IP Node and Gazelle Relay Output for areas where a wired connection is impractical, provide counting capability over extended areas.

The Thermal Imaging vs. Video Debate

Business owners and facility managers may question whether a video imaging or a thermal imaging people counter is the better choice. Each system has its own advantages, a thermal imaging counter system is superior for obtaining accurate counts and video gives you “eyes” to verify the numbers or filter to count only the demographics you are looking for.

Why debate? A solution that integrates both technologies will provide you with the best of both worlds. For example, in a retail application where you want to consider only adult consumers who enter a store, you can opt for our Gazelle DualView that includes thermal detection technology along with video that enables verification.

Thermal imaging people counters are clearly the best choice for retail stores or other facilities that have high customer traffic, larger coverage areas, and challenges with lighting. Our Gazelle series incorporates this technology into solutions that can meet the needs of any business or organization that needs reliable, accurate people counting data.

Click to learn more about our Gazelle series or contact us for additional information.

Affiliate Marketing and Digital Signage are Powerful Revenue Drivers

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Multimedia Background. Composed Of Many ImagesAffiliate marketing allows a business to reward one or more affiliated brands or vendors for each visitor or customer drawn in by the affiliate’s own marketing efforts. This type of marketing is often used on digital mediums – websites, blogs and in stores that employ digital signage.

Have a question? The Internet has the answer

Everywhere you look, electronic messages are giving you advice. The Internet has taken over as the primary opinion leader that people turn to when considering a new purchase, deciding whether or not to try a new restaurant or searching for the best deal. We look on Yelp for restaurant reviews, Trip Advisor for hotel and vacation advice and product reviews when we are looking to make a purchase.

Digital endorsements play a large role in where we choose to shop, what to buy and where to eat, so smart business owners should take the time to consider the most effective ways to communicate with their customers.

Technology changes the way we communicate

Shopping habits have certainly changed as consumers are more technology-oriented and sophisticated than ever. Stores that utilize digital signage are a prime opportunity for affiliate marketing. Rather than spending advertising dollars on campaigns that people are likely to avoid or not even see, communicate with shoppers in their preferred medium – electronically.

Affiliate marketing + digital signage = more revenue

Given all that we know, then, affiliate marketing and digital signage seems like the ideal pairing. These media virtually guarantee that customers will see important messages about new products or information about current or future promotions in-store by conveying them at the most important point: while the customer is in the store browsing or waiting on line.

An affiliate marketing campaign may showcase a product or brand on a store’s digital signage to help boost sales for both parties. In fact, some stores can generate enough additional sales to pay for their entire digital signage set up and then some!

Digital signage is one of the most customizable forms of publicity, so these ads can be changed often to complement the business by elevating the status of certain brands, services or suppliers that want to raise brand awareness and generate additional revenue.

How do you track it?

We can tell you how effective digital signage and affiliate marketing is, but you don’t need to just take our word for it. Although our eyeballs don’t talk, our actions provide the data you need to measure the effectiveness of a digital affiliate marketing effort.

Businesses can set up a people counting system around their digital signage to see how many people are reading the sign and viewing the marketing messaging. These sensors recognize when a customer has entered the digital signage zone and provide retailers with valuable information about how many people entered these zones and their traffic patterns within the store.

Combined with sales information, these numbers serve as powerful indicators of marketing success. Counts can be correlated with your retail POS software to see if specific messaging led to an uptick in sales for the product or brand at the center of the campaign.

For example, if the shopper walked over to the product or brand of products being showcased after viewing the signage, you can see the campaign is working. Keeping track of the information obtained from your people counting system and POS software will help you put together a data set that could help improve your affiliate marketing efforts in the future. The data set can provide hard evidence that X amount of people who read the sign were engaged and X percentage of those people who were prompted to action actually followed through. The higher the percentage, the more effective your space and/or message are.

Have you considered affiliate marketing in your digital signage space?

Multichannel Retail Marketing and People Counts Can Drive Foot Traffic

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Woman Screaming With Social NetworkIntegrated retail marketing—also known as omnichannel or multichannel marketing—is a valuable tool for retailers who seek to reach their customers across every medium. Omnichannel shoppers are more likely to look online for customer reviews, conduct price comparisons or check to see where the item is in stock before heading out to the store to make a purchase.

They are also more likely to print out an online coupon and bring it to the store or use a coupon code while making a purchase on a website. The easier it is to make a purchase and save money, the more likely a shopper will be to visit your store and turn into a repeat customer.

Retailers that want to make sure they are reaching these customers in the most effective way should consider employing a multichannel approach to their marketing.

Some examples:

  • giving an option for shoppers to buy their items online and pick up in the store;
  • return an item bought online in the store;
  • or use online promo codes and coupons in either shopping medium.

Why does this matter?

A multichannel approach will help you reach and retain high value customers– those who consistently spend the most money in your store. For example, you may address feedback right away, regardless of the medium they present it in. If someone writes about a bad experience on Facebook or Twitter, their post should be answered promptly. Omnichannel marketing means monitoring every avenue—online, in-print and in-store.

What happens in cyberspace doesn’t stay in cyberspace.

Online feedback matters. According to RIS News, 70 percent of customers will buy an item from a retailer they had a positive experience with, even if it’s cheaper elsewhere, while a bad experience will lead 31 percent of shoppers to abandon the purchase or buy it from a competitor.

Even worse, if the customer decides to share the negative experience on Facebook or Twitter, it could make any of their hundreds of friends and acquaintances think twice before visiting your store.

It pays—literally—to cater to these customers through social media marketing and the information that can be gleaned from these direct interactions. A RIS News article cited a recent study that “multichannel customers often spend three to four times more on retail purchases than their single-channel counterparts.”

Data-driven shopping

Sears’ loyalty program “Shop your way” launched three years ago and it’s being deployed alongside Sears’ eCommerce campaign. According to a Retail Customer Experience article that quotes Eddie Lampert, CEO of Sears, the company has been able to reduce its shipping times and more effectively get products into their customers’ hands. The program has been so successful, it now accounts for more than 60 percent of sales at Sears and Kmart locations.

People counts, customer data and purchasing power

It’s easy to see if your integrated marketing campaign is effective. Linking a people counting system to your in-store POS system is a goldmine of data, especially if you have a loyalty program.

For example, a repeat customer who receives a coupon in their email may come in to make a purchase. Your POS system, working in conjunction with your people counting technology can tell you how many people came into the store during the promotion period and made a purchase using the coupon. And using loyalty data, you can see who those people are and what they bought.

This data is important for many reasons, because it helps map shopper’s habits and how they like to receive information. First, by the people counts, you can see how effective the campaign is at getting people in the door. If your traffic counts don’t increase, you may want to adjust your promotion or marketing medium. Tying together people counts and purchase histories allows you to make product recommendations, both in-store and online, regarding new merchandise or items your shoppers may also enjoy.

The Ins and Outs of Location-Based Marketing for Brick-and-Mortar Retailers

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Modern Woman ShoppingIt’s no wonder why traditional marketing campaigns are losing their effectiveness – watching a commercial or seeing an ad in the paper for a sale doesn’t necessarily guarantee foot traffic. There’s a good chance that while you’re knee-deep in errands, you’ll forget to use your coupon or check out the latest sale, and by time you finally make it the promotion has ended. Location-based marketing is much more effective because it provides a timely, convenient reminder of deals available in your area.

According to a Berg Insight report, location-based marketing and advertising comprises about 7 percent of digital advertising. In 2013, $1.6 billion was spent on these marketing campaigns and this number is expected to explode by 2018, when spending on location-based marketing and advertising will hit $14.8 billion.

Location-based marketing conveys your message to shoppers at the most critical moment: while they are near your store. The messages can be anything from promoting certain brands or vendors or a buy-one-get-one-free product promotion.

By leveraging location and personalization technology to send consumers the right message at the right place and time, retailers can drive foot traffic, engage customers and reveal consumer behavior in the brick-and-mortar store.

On the technology side of things, location-based marketing requires that retailers determine where and when they want to reach consumers – whether it’s when they are in the store or in the general vicinity – and then use geotargeting and geofencing to pinpoint those consumers.

These technologies can be used to indicate when a device user has arrived and left; distinguish unique device IDs, as well as new, returning and repeat visitors; count the number of visits made by each visitor in a specified time period; track the amount of time it has been since their last visit; and measure the duration of their visits.

On the marketing side, creating an effective location-based campaign requires the following:

Encourage a conversation through social media and mobile apps

Businesses can easily integrate social media with their location-based marketing campaigns to make them even more effective. With popular smartphone apps like Foursquare, Yelp, Google Places and Groupon, consumers can gain information about your physical store as well as interact with other consumers.

These apps are popular in large areas with many shopping options – they enable consumers to distinguish the good from the bad. Because the majority of people using these apps are smartphone owners aged 30 and under, they are tool for marketing to the millennial generation.

Using their smartphone or tablet, users can “check in,” leave reviews and view hours of operations, menus, deals and promotions. So, not only can you market to consumers through these apps, they can market your products to their friends. When they “check in” it will appear on their Facebook and/or Twitter feeds, showing their peers where they choose to shop.

Not to mention, user reviews play a huge role in gaining new business. If there are customer reviews of the service visitors received, potential customers will weigh those experiences on whether or not they’ll pay a visit to your business.

Measure effectiveness

The last part of the campaign is obviously to find out how well it worked. A clickable coupon is one way. Each time a shopper clicks a link to a coupon and uses it in-store, it’s counted towards the campaign’s success rate.

A people counting system that tracks how many people come into the store while the campaign is running is another great way. When your POS system is used with people counting technology, you can see how many people came in and actually made a purchase or if they just came in to browse. If your traffic counts shoot up during a campaign, congratulations on an effective marketing effort! If the numbers are not as high as you may have liked, then there’s some fine tuning you can do for the next time.

How to Use Emotional Marketing to Attract Customers

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Last week, we had a long conversation about digital signage, what it is and why it’s effective.  This week we’re going to focus on a different way to appeal to your customers: emotional marketing.

Crazy  Businessman

Getting foot traffic into your store is more important than ever before. eCommerce has become so widespread that, according to Forrester Research, sales are projected to hit $370 billion by 2017. There’s a lot of revenue at stake (to put it lightly) and these days, brick-and-mortar stores face a unique set of challenges – including showrooming, competitive price matching policies online, rising overhead costs and more.

These challenges are inspiring retailers to revamp their marketing strategies. Have you reviewed yours recently? It might be due for a refresh. If the traditional approach of sales and coupons isn’t getting the job done, you could consider trying an emotional marketing campaign.

Emotional marketing appeals to a customer’s feelings, needs and dreams.  These marketing messages should trigger a response: for example, the Chevy Silverado’s message of patriotic pride or sad-looking puppies in an ASPCA advertisement. The goal is two-fold—to make your customers feel the desired emotion, which then leads them to take action.

There are several commonly used emotions in creating marketing messages. Keep reading to learn how you can leverage them to spruce up your marketing strategy:

Fear:  One of the most commonly used feelings in emotional marketing, fear is used to plant the seed that something bad could happen if you don’t make a certain purchase or act in a certain way. It can also be used to convey the idea that you are taking care of things that matter (proper vehicle maintenance, purchasing insurance, etc.) to keep problems at bay.

Greed: Who, me?  No one likes to admit they are greedy. But appealing to someone with a large discount for a group of products or services may make it seem like they are getting more for less. Companies who offer bonus products with a purchase or a “two for the price of one” promotion attract many customers who may have been on the fence.

Guilt: We can practically guarantee that if you’re breathing, you feel guilty about something at some point — and marketing professionals know how to capitalize on this. For example, a recent advertisement from a fast food restaurant targeted busy parents. The ad showed a mom who admitted she didn’t have time to cook but could count on this restaurant for take-out that was just like home cooking.

Love: Unless you are stone-cold, we can guarantee you love someone or something—a significant other, your children, your pets or your home. Practically anything can be construed using love—from diapers to dog biscuits. This is an emotion that can be leveraged over and over to pull on your target audience’s heart strings. For example, a pet food company might market their product as a way for customers to show love and care for their dogs.

Marketing campaigns that use one or more of these messages can be powerful and effective. But a word of caution: emotional triggers should never be used in place of factual information or set up unrealistic expectations. 

After all of that work is done, it’s time to measure the effectiveness of your campaign. This can be accomplished with a people counting system that counts the number of people who enter your brick-and-mortar store. Advanced systems can also measure the effectiveness of your in-store displays, mapping their movements throughout the store. These systems work in conjunction with your in-store POS system, helping you to help establish a purchasing pattern.

Proper measurement of a campaign’s effectiveness ensures that you are not just throwing your marketing dollars into the wind. On the most basic level, if you see an increase in the number of people who are purchasing a certain product you are promoting, you know your campaign is working. However, if sales and foot traffic stay the same or decline, it’s a sign that your emotional appeal isn’t ringing true with your target audience and it’s time to reevaluate the messaging.

Is Your Digital Signage Working to Its Fullest Potential?

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Young couple in consumer electronics store looking at latest lapRecently, MSBNC ran an article about bricks-and-mortar stores in trouble. Some of the brands we’ve grown up with like Radio Shack, Sears, and even Macy’s are closing stores to cut costs, facing stiff competition from online-only giants like Amazon, eBay and Overstock.com.

Why retailers need digital signage

The idea of staying at home in our pajamas and doing the shopping on our phones, computers and tablets is certainly attractive. Even better, we can read the reviews from other users and get the real scoop on clothes, electronics and even food. As digital content affects the decisions of where we choose to shop, what to buy and where to eat, smart business owners should take the time to consider the most effective ways to communicate with their customers.

The stakes are higher than ever, so retailers have been fighting back with direct marketing efforts, improved customer service, loyalty plans and other campaigns to get people in the door and keep coming back.

But that’s not enough—which presents a problem. Most people have become savvy at avoiding advertising, whether its commercials that keep us from our favorite shows by fast-forwarding on DVRs or reading newspapers and magazines online, which saves us from flipping past advertisements to find what we actually want to read.

Rather than spending advertising dollars on campaigns that people are likely to avoid or not even see, some companies have decided to make the move into digital signage—an interactive gateway that allows a business to communicate directly with a consumer, engaging them at a critical decision making point–while they are in the store or restaurant.

How they can maximize its effectiveness

It seems almost fool proof—the business is communicating with people in a medium people feel comfortable in—electronically. But some digital signage setups can cost a pretty penny, so stores that want to maximize their investment need a way to measure its effectiveness.

Businesses that hang digital signage in their stores or restaurants can employ a traffic measuring technique to see how many people are viewing the data on the signs. These cameras can assign an ID to each person that logs when they entered the signage zone, how long they watched it and what their subsequent movements were.

Traffic counts from areas in the store can be correlated with the POS system to see if any of the specific messaging led to an uptick in sales. For example, if the screen shows a message that between the hours of 2:00 to 4:00 the store is offering a “buy one, get one free” promotion of a certain product and sales of that product increase between those hours, you know the sign is doing its job.

By analyzing your sales data against the different messaging and locations of the signs in your store, you can easily see which locations and messages are getting the most foot traffic and which ones may need to be rearranged.

Knowing how the signs perform isn’t just beneficial for the business. A business owner who wants to help pay off their investment can sell advertising space on the signage. These ads complement the business by elevating the status of certain brands, services or suppliers that want to raise brand awareness and boost sales in the store.

Advertisers can be assured that this is a great opportunity because your business has the data to back it up. A traffic counting system will provide tangible data about how many people viewed the sign, for how long and, if your set-up allows, if the time spent reading the sign resulted in a purchase.

In addition to generating revenue that will pay off the system, these electronic campaigns will help a business save money in advertising costs by reducing the amount of materials, manpower and wasted money invested in printed ads.

 

 

The Difference Between Foot Traffic and Conversion Rates

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bigstock-Happy-couple-shopping-clothes--49730768Retailers may become frustrated with their people counting system when they are not able to access information about their conversion rates or analyze a change in that data. And retailers who have not yet implemented a people counting system may be skeptical of its effectiveness for that same reason. Both groups have failed to recognize the full potential of a people counting system – keep reading to find out why.

If you can relate to either of those statements then it is important to remember: The amount of conversions made and the amount of foot traffic gained are related, but not the same.

Foot traffic and conversion rates are two separate sets of data, both useful in their own way. Allow us to explain. While a people counting system cannot provide information about your brick and mortar store’s conversion rate, it can help you calculate it yourself – and gain a more accurate understanding of your store’s performance.

So what’s the difference between the two?

Your conversion rate is the relationship between the number of visitors and the number of purchases in a store, or in other words: the number of people who actually made purchases divided by the total amount of people who enter your store. Your traffic count is simply the amount of people who entered your store during a given period.

How can I calculate my conversion rate using a people counting system?

Therefore, traffic counts can be used (in conjunction with sales history generated from your point of sale software) to determine your conversion rate. A people counting system is meant to supplement your point of sale system, not replace it.

While point of sale systems can only provide information about the customers who made purchases, people counts are powerful metrics that allow retailers to learn how many customers are exiting their store without making purchases. This helps them analyze their both their inventory and their business strategy and, over time, strengthen the relationship between their visitors and their sales.

How can I use a people counting system to improve my conversion rate?

The foot traffic data generated from your people counting system can be used to calculate conversion rates for number of shoppers, seasonal traffic patterns, impact of events and differences between regions or groups, in order to better understand how your store is performing and how to positively impact sales. Your foot traffic counts obtained from your people counting system can answer the following questions.

During which time periods does your store have the most visitors? Which periods have the least? This will allow you to know when you have the most opportunities to convert shoppers to customers.

Did you experience or decrease an increase in traffic after making changes to your schedule, hours of operation, inventory or prices? Using this data, you can gain an understanding of whether or not are your customers satisfied with your current customer service offerings, item selection or prices. Improving what shoppers are dissatisfied with will most likely inspire more conversions.

Besides… what’s so great about conversion rates anyway?

Your conversion rates are not the be-all end-all of your store data. Just because a person does not make a purchase, does not mean they are not interested in making one in a future visit. In many cases, they are browsing, window shopping, gathering information or even trying clothes on. You never know – perhaps the item they are interested in will have to wait until their next paycheck. You don’t want your customers to make a hasty impulse purchase that they are going to regret.

By improving your service and marketing overall, you can increase the chance of them returning to make a purchase.