Segmenting customers and analysing their behaviour in-store is a pressing need for large-scale retailers and the brands they stock. What solution should be adopted?
In recent years, the retail sector has seen a growing need: tracking technologies capable of delving deep into data to analyse and understand how visitors and customers behave within the sales area. Even large-scale retail, one of the key segments of the retail sector, is not exempt from this requirement; due to its specific characteristics, it demands ad hoc solutions.
We are currently designing and implementing specific systems tailored to large-scale retail trade, based on data collection, analysis and generation of heatmaps, which provide a comprehensive and objective overview of customer behaviour.
A bespoke and effective Microlog solution
The project dedicated to large-scale retail has two main target audiences: the supermarket (or hypermarket) as a whole, to identify the busiest areas and aisles, detect congestion at specific points (e.g. fresh produce counters) or assess the effectiveness of promotional displays; or the individual brand within the store, with the aim of understanding customer behaviour in the aisle where its shelves are located.
In both cases, there is a wealth of data that can be collected: total footfall, number of people by area, aisle and direction of movement, customer breakdown by gender, age and shopping groups, time spent in a specific area (or aisle), and calculation of the capture rate. For individual brands, another important KPI can be collected: view direction – the number of people who stop in the aisle and look specifically at the shelf displaying those products. All this is achieved through the installation of 3D people-counting sensors equipped with artificial intelligence – fully privacy-compliant – to be strategically placed in the various areas of the retail outlet, or in a single aisle if the client is a product brand.
All this data can be analysed using an in-store analytics platform developed by Microlog, and translated into precise, detailed heatmaps for an immediate “hotspots” visualisation corresponding to the areas with the highest footfall.
Achieving concrete goals
Understanding the appeal of promotional stands or current discounts, how many people look at a particular shelf, knowing precisely which areas or aisles are the busiest, or even where critical bottlenecks occur, enables the supermarket to make changes to its layout and strategy to improve the customer experience and profitability, and allows individual brands to assess the effectiveness of their positioning within the aisles.
Furthermore, thanks to this solution, it is possible to achieve significant objectives in terms of environmental sustainability and energy savings: knowing exactly which areas are most visited within large retail spaces allows, for example, the distribution of summer cooling to be adjusted according to footfall levels.
The solution is ideal not only for large-scale retail and major stores, but also for trade fairs, for which we have already carried out significant projects.
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