Location analytics is allowing brick-and-mortar supermarkets can now employ the same type of data analytics needed to compete for customers in today’s fast-paced world, according to Chain Store Age. Location analytics give supermarkets the ability to analyze real-world customer behaviors and use that information to create dynamic and efficient stores, allowing them to optimize everything from merchandising to workforce hours and in-store promotions.
These available technologies use low-cost sensors to passively capture location data. Regardless of the specific technology, customers’ information remains completely anonymized unless they opt-in for special promotions, apps or loyalty programs. The industry has also adopted guidelines and security measures to ensure customer privacy.
On the operations side, location analytics gives supermarket operators the ability to compare departmental performance within a store, or across an entire chain. It enables managers to get an accurate picture of how shoppers navigate their stores, and then test and measure the performance of new store formats. Down-to-minute analysis of shopper patterns throughout the week allows managers to properly staff checkout lanes, reduce wait times, and speed customers through this critical touch point.
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