Retail Design Tends to Be Too Reliant on Experience and Intuition
At retail outlets such as department stores, the best salespeople typically generate double or triple the sales of those less capable. Their ability to engage meaningfully with customers can be attributed to a combination of experience and intuition—individual qualities that are often extremely difficult to define, much less quantify.
The retail industry has for many years used information from sales figures and direct surveys as a means of analyzing customer behavior and identifying trends. Today, there is increasing demand for more effective ICT-based solutions that can analyze in-store movement and flow lines, and that can also identify behavioral trends.
To this end, Fujitsu offers the SPATIOWL People Flow Analysis Service, developed in conjunction with Fujitsu Advanced Engineering and launched on January 13, 2016, which utilizes advanced indoor positioning technology.
Advanced Sensing Technology Tracks In-store Movement and Generates Real-time Visuals
The SPATIOWL People Flow Analysis Service uses advanced sensing technology to collect detailed data on visitor numbers and in-store movement, and generates intuitive visuals displaying customer behavior.
Customers are tracked by micro-beacons and other fixed sensors installed at various points around the store, as well as beacons fitted to shopping baskets that send information to in-store receivers.
The solution can be used to visualize flow lines and identify periods of high shopper congestion, as well as to provide feedback on over- and under-utilized store areas. This information can then be used to modify the store layout and product displays in order to maximize sales. Shop staff can also wear tracking beacons, providing additional feedback on product displays and store layout that can be incorporated into operational optimization and staff training programs.
By collecting data over an extended period, it is also possible to generate more in-depth analysis that can be used to predict the seasons and times of the day when the store is likely to be more crowded. This information can similarly be used to prepare congestion strategies and order additional inventory to prevent out-of-stocks. In the future, in-store data can be integrated with traffic and weather reports in order to improve the accuracy of congestion forecasting.
Fujitsu is committed to the ongoing development of SPATIOWL solutions that bring together data from a range of sources, integrating in-store sensor data with external elements such as traffic and weather reports and event information and in turn linking with visitor trends and purchasing analyses to provide retail operators with even better feedback.