Through painstaking observation, researchers have pinned down general shopper behaviors in retail spaces. Knowing these habits and applying them to store layouts will increase the amount of customer purchases. Applications of heatmap analytics in retail also confirm these behaviors and can more accurately pinpoint where, when, and for how long customers dwell in certain spots in your store. Since our heatmap data appears directly on your floor plan, you can easily see the data that is relevant to your particular retail space. Integrating heatmap data with the traditional, proven science of customer behavior is a recipe for retail success that will increase your revenue and customer traffic in your store.
1. Use the Front to Grab Shopper Attention
According to entrepreneur.com, one of the first things that stores must do is have an attention-grabbing display. These displays should best represent what your store has to offer and be simple, bold, and clutter-free. Therefore, the front of the store is your opportunity to make a potent first impression. Heatmap data usually shows more traffic and customer dwell time at the front of stores because this is the "honey" that attracts the consumers. The best displays, the hottest new trends, and the most interesting, up-and-coming products should take center stage. In fact, experts say that customers are likely to leave the store if they don't like what they see on the first few displays. Therefore, if you want the heatmap data to show customer flow deeper within your store, you need to make the first 30 seconds of shopping experience really count with gripping visuals and compelling products. After all, the goal is to attract customers and bring them into your store. The longer they stay, the more they are likely to buy.
2. Customers Usually Veer to the Right
Perhaps it is because the majority of people are right-handed, but shoppers make a distinct turn to the right when entering a store. If you want to know where you need the best display, the front right is the usual answer. Now you can use this research and combine it with hard data from your own store. With our heatmap analytics solution, you can confirm this habit and pinpoint exactly where your store's "hot spot" is, and use it! That's the beauty of our solutions: you don't have to just go by research done at other stores, but you can see what happens specifically at your store and tailor your shopper marketing strategy to your unique needs.
3. Customers Move Counterclockwise
Now that you know the hottest spot for customer dwell time, it's important to know where shoppers go next. Research shows that customers usually move counter clockwise around a store. This means that your next big chance to draw shoppers further into your store is adjacent to the first catchy display. Take the store layout of IKEA for instance. This furniture mega store is basically one streamlined counterclockwise path on which shoppers encounter one attractive display after another. These visuals entice them deeper into the store, with a grand finale in a massive open shopping area where consumers can find everything they saw on their shopping trail. At this point, they can finally go for a retail free-for-all, making informed purchases, inspired by IKEA's creative displays.
4. Create Breathing Space
Clutter is your enemy when it comes to store layouts. Customers can become overwhelmed if there is too much going on at once and hence desensitized to products, no matter how great they are. Just as there is a dramatic pause before a bride enters the wedding ceremony, a break draws attention to the next feature. In your store, make some blank space and breaks between displays to create anticipation for your shoppers. They will notice displays that stand alone. Though you may be tempted to pack all your merchandise to get them all sold, you actually risk having shoppers overlook some great products because their eyes aren't getting a break. Don't just take our word for it: when you collect heatmap analytic data for your own store, observe customer dwell times on your floor plan. Do they pass by a whole section of new shoes that you painstakingly arranged? You will become more proficient in your display tactics when you have accurate knowledge about customer behavior at your own particular location. There are so many ways to make your retail space alluring and attractive to your customer base. Gaining hard data with our heatmap analytic solutions is an excellent way to make profitable modifications to your store layout to draw customers further into your store and increase revenue. Contact us today to find out more about how easy it is to get started with us.