How Understanding Retail Store Traffic Flow Can Improve Conversion

Retail store trafficThe layout of your store has an immediate effect on your shoppers – your retail store’s layout determines the way that traffic flows through your establishment. The better you understand retail store traffic, the more effective your store layout will be. Additionally, research indicates that stores that are laid out well have an increase in sales conversions.

People counters are instrumental in determining the strengths and weaknesses of your store layout. The data that people counters collect will allow you to comprehend your retail store traffic on a higher level and allow you to make better informed business decisions.

1. How many people are entering your store? Which entrances are they using?

People counters placed at your store entrances will not only tell you how many people are entering your establishment, they will also indicate which hours of the day, days of the week, and times of year that your store is busiest. This information will allow you to more efficiently schedule your employees.  Knowing which entrances are most commonly used by your shoppers will also help you to plan out your entrance displays strategically.

Remember, you’re not going to want to place all of your store promotional information at the busiest entrance of the store. Customers need a moment to adjust to your store’s atmosphere. Entrance displays should consist of reasonably priced items so customers aren’t immediately discouraged by the impression that your store may cost them an arm and a leg.

2. How successful are your promotions? Where should you place them?

The direction of your retail store traffic affects how successful in-store promotions are. People counters placed within each section of your establishment will show you hot and cold spots within your store.  Promotions placed in retail hot-spots tend to be more successful than those placed in spots that don’t have the same high level of traffic.

3. How can you use this information to improve the layout of your store and increase sales conversions?

Understanding your store’s flow of traffic will allow you to improve your store layout and ultimately your conversion rate. There are a few key things that are vital to take into consideration when thinking about your store’s layout.

  • 90% of people are right-handed, which also means they are right-footed. When people enter your store, they are more likely to turn right and work their way around your establishment in a counter-clockwise fashion.
  • Aisle width: Wide aisles encourage customers to power-walk through them to their intended destination. Narrow aisles encourage customer browsing and will increase impulse buys.
  • However, extremely narrow aisles may get clogged and will make customers exit your store. It is important to find a balance that fits your available space.  Narrow aisles could also difficult for people counters to properly count customers.
  • High traffic areas and low traffic areas: Promotions will be most successful in high traffic areas of your establishment. Consider placing high-profit items in busy areas and high demand items in low retail store traffic areas, such as at the back of your store. This will help draw customers all the way through your establishment. A greater number of sales associates available to assist customers may be required in these high traffic areas as well.

People counters will assist you in understanding retail store traffic in your establishment. Once you have a better understanding of how the retail store traffic flows through your establishment, you will be in a better position to make well-informed business decisions. These well-informed business decisions will lead to an increase in your sale conversion rates.