Part
01
of one
Part
01
How do physical retail spaces measure dwell time?
Hello there! Thank you for your question on the how physical retail spaces measure dwell time. The short answer is that there are 8 different technologies able of measuring dwell time, these are video analytics, analytic dashboards (Monolith), mobile enabled foot traffic analytics, WiFi analytics, wireless activity sensing devices, offline Google Analytics, People Counter, and Vector 4D's Time of Flight technology. Below you will find a deep dive of my findings.
METHODOLOGY
I began by familiarizing myself with the specifics of dwell time and physical retails spaces. Next, I conducted a comprehensive search through corporate websites for relevant information on the technologies and systems used by brick-and-mortar retail establishments to measure dwell time. I used trusted media sites to gather any other notable insights. Through my research I found the websites "Fortinet" and "Streetfightmag" to be of most use.
FINDINGS
I have identified the following types of technologies currently used to measure dwell time: video analytics, analytic dashboards (Monolith), mobile enabled foot traffic analytics, WiFi analytics, wireless activity sensing devices, offline Google Analytics, People Counter, and Vector 4D's Time of Flight technology.
Below I will individually describe each identified form of measuring dwell time, including any additional notable information I have found.
VIDEO ANALYTICS
Retailers are able to develop heat maps of the store. This heat map is able to detail the locations that customers spend most of their time. The video analytics of heat signatures not only monitor dwell time but gauge the effectiveness of displays and product placement.
A general but notable insight is: "retailers are developing mobile apps and expanding wireless networks in stores. According to RIS News, only 44% of retailers have shopper wireless networks in place today, but 28% plan to have the capability in place within the next 18 months."
ANALYTIC DASHBOARDS
Monolith is specified as the preferred analytic dashboard. Monolith is described as giving brick-and-mortar retailers the same competitive advantages as their e-commerce counterparts. To accomplish this, the retailer pinpoints selected time-frames on the dashboard. They can view how many visitors came in, how long they spent in the store, and how the demographic of men versus women in the store. Dwell time data is used to identify zones within the store where customers dropped off, in an effort to anticipate customer demands.
MOBILE ENABLED FOOT TRAFFIC ANALYTICS
Retailers are reported to use this technology to determine peak traffic behaviors, conversion rates, and dwell times in-store. It is encouraged to use this data to plan and reorganize store layouts and merchandise displays. This is promised to help attract shoppers. A study on this technology depicts that: "using this data strategically can boost sales and customer loyalty."
WIFI ANALYTICS
This strategy is newly enabled with the presence of smartphones in all age demographics. When a smartphone is looking for networks to join it is detected by local routers, this technology detects the smartphone's WiFi capabilities. A unique identification number is applied to the smartphone detected and is tracked over time as the customer moves around the store.
The technology is used to determine customer foot traffic, analyze conversion rates, and measure dwell times. Information is advised to be used to: " plan and reconfigure store layouts and merchandise displays in order to better attract and retain shoppers, thereby boosting sales and customer loyalty."
WIRELESS ACTIVITY-SENSING DEVICES
This device senses the shoppers' in-store activity in real-time. This includes their location, dwell time and areas of high visitation. Sensory data is described as allowing the retailer to see, comprehend and fix friction points. These friction points are detailed as long checkout lines, areas with excessive customer wait times, and spaces that have high dwell times but low conversion.
OFFLINE GOOGLE ANALYTICS
Radiolocus is an offline Google analytics praised to be most effective. Radiolocus takes advantage of WiFi signals and uniquely identifies individuals. This allows for efficient tracking without damaging the customers shopping experience.
Analytics from visitor flow to consumer engagement and behavior can be tracked. This allows the retailer to: "analyze existing marketing concerns, fathom service/location level irregularities, increase operational productivity and deliver the enhanced customer experience". Statistics provided include total visitors, new visitors, repeat visitors, dwell time, visitor flow, frequency, and most recent visitors.
PEOPLE COUNTER
This company defines themselves as a: "high tech people counting and new 3D stereo vision counter". They boast statistics on street-to-store conversion rate in order to increase sales and profits. The statistics allow you to see how successful window displays and marketing efforts are at drawing customers in. The traffic, location, and time are tracked to help the retailer ensure that staff schedules meeting customer demands.
VECTOR 4D'S TIME OF FLIGHT TECHNOLOGY
This company is defined as the most cutting edge technology currently on the market. They comment at being able to measure movement with state-of-the-science sophistication to deliver a complete picture of retail traffic.
The innovative technology is able to detect customer height, enabling for the elimination of children from data when applicable, a significant problem in the quantitative information of other technologies. It also measures dwell time in areas where other technologies are unreliable, such as lack of mobile devices or interference with heat signatures.
CONCLUSION
To summarize, after an exhaustive search I have found a total of 8 different technologies capable of measuring dwell time that retailers currently use. Varying from the use of smartphone WiFi capabilities to heat signatures to 3D stereo vision.
Thank you for using Wonder! Please let us know if there's anything else we can assist you with.