It’s harder than ever to make a success of a brick-and-mortar retail outlet. Even stores on the high street are struggling due to competition from other companies. However, the largest entity to blame for the recession of physical stores is definitely the internet. Today, it’s easier than ever to find a product online, order it and have it with you in a couple of days at the most.
British people still love shopping in physical stores, however, particularly when it comes to visual items like clothes. Many industry experts have started to mention the idea of a brick-and-mortar retail ‘renaissance’ which will see physical return to top form. This is, largely, due to the increased usability of features like footfall analytics, which can allow physical retailers to optimise their store just as efficiently as a web developer has ever created an online store.
Online Analytics And Web Design
Many people have blamed the rise of online shopping on the advanced analytics information that these websites can obtain. With distinctive features like eye-tracking as well as more normal clicks and dedicated advertising, it’s no wonder that many retailers are able to optimise their websites for specific user interactions.
Web design has also been able to use colour, brand identity and a range of psychological techniques to increase their conversion rates and drive high levels of sales to the store. When you add this onto the benefits provided by the convenience of online retail, as well as the rise in online-only deals and discounts, all the advantages seem to lie with online retail over physical stores.
Closing The Gap On eCommerce
In the past, physical stores have been hampered by three major analytics when compared to online shops. These are:
- Poor visibility across the entire store, due to physical location.
- No understanding of customer progression and experience in-store.
- High operating costs and, often, low returns from scheduled analysis – this could include ‘secret shoppers’, in-person audits and official site visits.
Thanks to the latest footfall analytics, in conjunction with high-quality CCTV and surveillance systems, it is now easier than ever to view your customers in detail. Footfall analytics allow you to rival the information available from an online store, including customer progression and experience.
With Prism Skylabs software, from Global Vue, you’ll be able to effectively analyse your customer’s movements and identify hot and cold areas within your store. This means that you can take steps to optimise your stock and design to take full advantage of your space, help your customers find the right products and improve the overall customer experience.
Use Footfall Analytics To Close The Gap Between Online Retail And Brick-And-Mortar
Here at Global Vue, we understand just how important it is that your physical store is designed with your customers in mind. If you want your high street store to survive, you need to offer your customers something they aren’t going to find online, and the only way you’re going to do that is to take advantage of industry-leading footfall analytics.
If you want to improve your retail presence with the best footfall analytics to drive sales and enhance your customer experience, get in touch with our team directly on 0844 544 3955.