Area Productivity with DILAX
Streets with shop windows that awaken our desires are part of a livable city. And each one has a different way of attracting us inside: as a necessity, a reward or an inspiration. In a truly livable city, there would be no news about a crisis in brick-and-mortar retail, bankrupt department stores and vacant stores. With local data, we help retailers recognize their customers’ wishes and fulfill them. Shop windows turn into showrooms and the city remains vibrant and interesting for its inhabitants and visitors.
Quality of life
in every neighborhood
The world as we know it is changing rapidly. Some things will stay the same or come back into fashion. The city will remain. There will be ever more and ever larger cities. That’s why a lot of experts worldwide are occupied with the question: What makes a city livable? One decisive factor is keeping the streets bustling with life and activity.
And what brings people to the streets and squares in a neighborhood?
There are many factors: easy access, pleasant green spaces, safe and clean surroundings. But most important are numerous options for shopping, dining and entertainment for young and old, for big and small, for you and me, for friends and for the entire family.
For all senses
Attractive offers
But retailers are having a hard time right now. Digitalization, omni-channel, high operating and staff costs, too many similar options, rising rents and the cost of goods take their toll. Most importantly, you need frequency for good and stable business, i.e. a lot of customers, a lot of good customers. But what are my customers looking for? What do they expect from me?
A rack full of clothes just doesn’t cut it anymore these days. We want experiences! Something that’s different from our everyday lives, our homes, our work. When we go shopping, we’re looking for enjoyable moments that we can look back on with joy. And retail knows this. Retail has long become part of the leisure industry, and the point of sale is turning more and more into a point of experience.
A show
in every corner
Customers know: they are king – and queen – when they’re shopping. They are connected, well informed and have higher standards than ever thanks to the internet. They know everything and expect a lot. Great products, top service, appealing interior design, small courtesies, Instagram spots and room for friends in the fitting room.
The showroom really needs to put on a show. From the entrance all the way to the cash register, customers want great entertainment. The shop floor is the heart of my store, the stage where every square foot counts in dollars.
What do I really know about my customers?
The shop floor experience has to be well thought out if it is to work well. For planning it, I need success criteria (KPIs) I can measure and control. And of course, my customers are the most important factor for my success. DILAX helps me get to know my customers better and learn what they’re really like. DILAX technology and analytics describe the customer journey specifically for my business. Data protection and the customers’ anonymity are 100% guaranteed, even if we are able to register social characteristics.
Thanks to this data, I know exactly:
- Who is visiting my store?
- Which department do they go to?
- Where do the customers stop or spend more time?
- Is it their first visit? Or do they come regularly?
- Do they come in by themselves, with someone else or in a group?
- How long do they remain in the store and what purchases do they leave with?
How do I excite my customers?
The answers are just data to being with, but they give an accurate insight into area productivity. As a KPI it becomes measurable in sales per square foot. It is influenced by visitor numbers during the day, the routes in the store, dwell times in front of individual products and frequency in certain areas.
In daily and even hourly reports, I can see how my product range, the presentation and the store design work and how they are being used. I can also see the effects of marketing stimuli in-house and on other channels and how staff planning on the shop floor influences sales.
Gut instincts are good, local data is better.
With these insights, my team and I can quickly react and try out new things in order to better serve our customers. We understand which offers work well in the entrance area and which products will be sought after even in the furthest corner of the store. And all these answers are revealed by looking at my area. You can even design your presentation according to the weather or special events.
Satisfied customers shop. And they come back. Returning customers are still the backbone of retailers, they bring higher average transactions, a higher conversion rate and less margin loss. All in all, this means more money per square foot in the store, i.e. ideal area productivity.
Benefits
Set the scene
Let your customers play a starring role in your successful production!
- More revenue: Showcase special products in areas customers will visit and spend more time.
- Exact knowledge: Record routes and analyze customer flows in visited areas.
- React quickly: Examine hot and cold spots in visitor flows on the shop floor’s heat map as well as zone interactions and zone transactions.
- Ideal customer journey: Draw the right conclusions from the data by optimizing the use of hot spots or directing more people to cold spots.
Why is this important?
Data optimize reality
„If you really want to exploit the possibilities of digitization and get the most out of it, you must stop looking at the possibilities individually. You should not only look at things on the customer front, but recognize possible influences on the entire structure, on processes and the organization in the company.“
Melanie Tschugmall, Nadine Stoyanov in „Shopping 4.0 – what does it look like?
Customers have long since arrived in the digital age, and convenience and availability of time are decisive factors for choosing whether to buy a product online or offline. At the same time, studies frequently show that we are social beings and like to experience things with all our senses. And retail is good at delivering social interactions and sensory experiences. Frequency data and area productivity are important instruments for gaining a better understanding of customers – and for serving them better. And certainly you already have plenty of ideas for how to create exciting experiences in your showroom.
