Adding to our blog series about the importance of data capture at retail and following our summary of the psychology behind our stand design. We wanted to share our Retail Design Expo data capture results, including an interesting way to visualise real-time data and some learnings from the analytic investigation.
How to capture data
At the Expo, just like in a retail store, we wanted to find out information about footfall, so we placed pressure pads around the entrances to the stand to record traffic flow.
We wanted to know the success of our different digital interactions, so we recorded each time someone touched the bark and included the detail of which tree was activated and when. Through analysis, we could then deduce which part of the stand was the most popular and if this differed through time.
We placed a camera above the heart take-over experience on the stand (you can just about see the tiny camera in the picture below). The camera captured information on demographics, gender, and even emotion. We were eager to find out if we had achieved our overall objective of giving people a great experience, and found this out by recording how many people registered the emotion of happiness.
An interesting real-time data visualisation
We designed a data-visualisation that updated in real-time. We displayed this at the back of our stand, as a unique sun feature, as well as on handheld tablets. The visualisation enabled easy interpretation of data. We found it also to be a great conversation starter and was of real interest to our visitors.
The data displayed via a live feed to a tablet was mobile and easy to share. In a retail environment, providing people on the shop floor with real-time information about traffic flow, demographics and how people are using the space could result in action being taken to improve these metrics and test and learn immediately.
Learning from the data
Using the real-time data feed we were able to improve our stand’s performance as soon as a weakness was detected. For example, on one occasion the data picked up that one of our trees was underperforming. A camera operator with equipment had positioned themselves close to this tree. We asked them if they could change his position and saw an immediate uplift in that tree’s interaction. Assessing easy to interpret data in real-time can provide quick insight into what is affecting sales.
Through post-event analysis, the data captured has also uncovered that:
- Wednesday was busier than Thursday
- Footfall followed the expected bell curve with the busiest hour of the day between 1-2pm
- There was an anomalous flurry of activity in the last hour before the event closed
- The male/female split of visitors to the stand was roughly 60/40
- And our heart take-over experience did result in changing people’s emotional state to one of happiness.
If you haven’t already taken a look at our recent blog series on how data analysis is used in retail, then please do have a read. Want to find out how to incorporate data capture into your retail design? Please get in touch and we’d be more than happy to discuss possibilities.
Our Digital Director recently published a blog entitled ‘3 ways to smooth digital integration at retail’, check out his thinking on this subject.