预测性零售分析:如何使用数据了解购物者行为并增加销售额

Predictive analytics is one of the biggest retail trends of the year, and it’s here to stay. A fundamental branch of business intelligence (BI) uses past data to predict future actions and generate insights.

零售预测分析可让您采取基于数据的主动措施来改善购物体验,并与不断变化的客户环境保持同步。 Click To Tweet

Regardless of whether you’re a business owner, innovation manager, or insight director, being data-centric is the key to unlocking unbiased shopper insight to drive retail growth. Let’s explore how to obtain such data, and best put it to use.

为什么要收集零售数据?

Competitive businesses in the retail sector leverage big data to understand their target market in a progressive way. As an essential BI tool, big data helps optimize all company areas. It can be the difference between a leading, profitable store and going out of business for retailers.

如何?

零售店分析提供有关购物者的具体和详细信息。因此,它们有助于消除猜测。 

You know your customers, what they want, and where, when, and how they buy it. No need for trial 和错误。 一些大数据 例子 是:

购买历史

客户人口统计

产品偏好

买家旅程

参与模式

这种类型的购物者洞察力使 you to predict and measure purchase intent to manage better marketing margins, store operations, and customer experience with true efficiency. ROPO(在线研究,线下购买)正在兴起, 亩lti-channel 零售l用户可以使用购买意向来弥合在线之间的差距 和离线模式。

因此,预测分析 零售业可帮助您与客户建立可持续的关系。 

为此,大多数零售商使用 分析 从他们的销售点系统或客流量分析设备(人员计数器或信标)获得 - 虽然这些是有用的工具,使您能够做出基于数据的决策,但他们只能在描绘客户想要的有洞察力的图片方面走这么远买。 

Luckily, there’s a more progressive way to obtain much more valuable shopper data by using 3D eye tracking to measure attention and more – here’s how:

眼动追踪如何帮助零售预测分析

In our last piece about 什么是眼动追踪,我们通过一个简短的定义解释了该技术的工作原理。 

眼动追踪是一种技术过程,可以使 眼球运动的测量, 眼位, 和 凝视点.换句话说,眼动追踪可以识别和监控一个人的 视觉注意 在位置、对象和持续时间方面。

统计显示 that the global eye tracking market is on a continuous growth path, mainly due to increased interest and adoption of vision capturing technology. 

Healthcare, research, retail, and automotive are among the industries to see faster adoption and a particular interest in eye tracking technology. Zooming in on Retail, some of the fields where eye tracking is currently being used is understanding how people shop and how people interact with the store and products.

It is a cutting-edge tool for both consumer research and in-store research in retail. So much so that retail has become one of the 眼动追踪的顶级商业应用.

谷歌苹果 要么 Facebook,世界上最大的公司多年来一直在收购眼动追踪初创公司。与此同时,零售创新经理一直在利用眼动追踪技术来发现:

#1 什么引起了购物者的注意和他们忽略了什么

#2 他们本能地看的地方和顺序

#3 当他们将目光从一种产品转移到另一种产品时

#4 他们如何做出购买决定

最终,眼动追踪可以让零售商根据他们的注视模式来分析他们的客户行为方式的原因。

Let’s take a closer look at what specific eye tracking features generate predictive analytics for retail that will improve your marketing and merchandising decisions:

#1 视觉注意数据

Whether they are aware of it, people choose to look at objects that capture their interest.

The brain has a finite amount of resources for processing images. Thus, it has to pick what it considers relevant and filter out unnecessary visual information. The term for this mental process is visual attention. You can measure visual attention and record it for further analysis with eye tracking.  

在零售研究的背景下,视觉注意力揭示了顾客自然感兴趣的东西。 Click To Tweet

在做出购买决定之前,购物者会查看各种产品以比较他们的选择。通常,他们注视时间最长、最常购买的物品是他们购买的物品。

In this regard, eye tracking shows how long it took the customer to focus on a specific product. It also uncovers the number of times they looked at it. Moreover, eye tracking measures how long they spent gazing at an item for the first time and average. The formal terms for these metrics are:

#1 首次固定时间 = 客户专注于特定产品所需的时间

#2 注视次数 = 他们注视的次数

#3 第一次注视持续时间 = 他们第一次注视一个项目所花费的时间

#4 平均注视时间=他们平均注视一个项目的时间

Eye tracking software generates heat maps and opacity maps to present this information. Depending on the type of visualization, the warmer or lighter an area is, the more visual attention it receives.

Eye Tracking Heatmap In Retail

#2 兴趣、感知、意图

眼动追踪还通过显示兴趣、感知和意图的流动来提供零售店分析:

一旦产品引起了购物者的兴趣,他们就会以某种方式继续查看它。

从那时起,他们的感知可以决定他们是否打算购买。

同时,商店如何展示该产品会影响客户对其的看法。

Let’s say you’re running an in-store promotion. 眼动追踪研究 表明如果初始价格也出现,购物者更有可能将其视为更好的价值。为了轻松做出购买决定,他们需要一路上的视觉线索。

Overall, the intention to purchase a product of interest increases if the customer views it positively.

但是你如何衡量购买意愿呢?一种方法是通过分析 消费者行为。

#3 店内顾客行为

Eye tracking enables you to record and measure shopper behavior in a natural environment. The technology lets you observe your customers’ intuitive actions in real-time as they explore your store.

通过眼动追踪实施消费者洞察和零售店分析,您可以:

使商店更易于导航

设计有针对性的优惠

整理货架 并有策略地展示

评估包装设计的影响

制作有效的广告活动

改善客户服务

打造量身定制的 店内体验

现代眼动追踪方法是ll non-intrusive. But currently, standard eye tracking technology requires the customer to wear glasses or a headset. As a result, they can adjust their behavior involuntarily or otherwise. Researchers know the phenomenon as 霍桑效应.

为了解决观察偏差问题,我们现在有 3D眼动追踪解决方案 喜欢 GazeSense.

With 3D eye tracking, you don’t need glasses to gain shopper insight. Our software works with consumer-grade depth-sensing cameras to track eye activity from afar.

实时 3D 眼动追踪使零售店主和购物者洞察力经理能够:

#1 与真正的购物者而不是焦点小组合作

#2 同时跟踪多个客户的视觉注意力

#3 生成公正的货架注意力分析

想了解 3D 眼动追踪如何帮助您的公司获得零售预测分析? 给我们留言, 我们的客户成功专家将很乐意为您详细介绍我们的软件。

预测性大数据零售店分析用例

Companies use predictive analytics for retail to improve all aspects of their business. But above all, retail store analytics enable you to create a satisfying experience for every customer. You will gain actionable insights into every facet of their visit, from preferences to buying habits.

#1 研究客户旅程

Predictive analytics for retail let you map your customer’s journey beyond transactions. You can view your products, displays, store, and brand the way your shopper does. When using eye tracking, you can literally look at them through your customer’s eyes.

Predictive Analytics For Retail Eye Tracking Demonstration

客户旅程分析使用大数据来展示潜在客户如何成为付费客户。您可以识别和分析他们与您的商店互动中的所有接触点,包括。

#1 他们何时以及如何发现您的商店

#2 与员工的沟通(积极或消极体验)

#3 他们如何与产品互动

#4 后续行动(例如通讯注册、评论等)

一旦您有了这种购物者洞察力,您就可以个性化客户体验。

#2 定制购物体验

The more personalized a customer’s experience is, the greater their satisfaction. By assessing your shopper’s previous in-store behavior, you can tailor their future experiences.

As a result, you can increase customer loyalty, brand awareness, and sales. Additionally, you will know how and where to focus your merchandising efforts.

使用零售预测分析,您可以通过以下方式定制购物者体验:

#1 推荐感兴趣的产品(cross-se填充和向上销售)

#2 实施有效的忠诚度计划和福利

#3 将在线行为洞察应用于店内服务

#4 简化结帐流程

#5 培训销售人员进行个人互动

#6 将个性化扩展到所有渠道

#3 管理货架空间

How a retailer allocates shelf space influences both shopper experience and direct sales. Out of all areas in a store, the shelf is where a customer makes their buying decision. Thus, you need to ensure that they will easily find the products they want.

零售店分析可帮助您确定将哪些商品放置在与视线齐平的货架上。视线追踪数据使您能够根据产品的抢眼程度分配货架空间。通过分析热图,您将更好地了解如何:

#1 在货架上分发商品以满足购物者的期望

#2 沟通价格和促销

#3 提高关键产品的知名度

#4 简化补货流程

#4 防止畅销书断货

#4 配置店铺布局和设计

除了她对于空间管理,眼动追踪热图还提供商店设计见解。数据不是测试不同的平面图,而是为您指明一个精确的方向。

您会看到哪些部分、过道和展示获得最多的视觉关注。然后,您可以调整商店布局以方便客户。

此外,这种零售洞察力显示了您当前的有效性:

#1 标志

#2 横幅

#3 商品展示

您了解将它们放置在何处以获得最佳的购物者可见性。  

其他来源 像闭路电视摄像机镜头和店内传感器跟踪也显示l 哪些商店区域的人流量最多。

#5 改进定价策略

Retail store analytics allow you to predict how customers react and respond to price changes. By analyzing price elasticity, you can see how these price adjustments will influence sales.

零售预测分析让您对价格保持灵活。根据您收集的数据,您可以根据购物者洞察力实时优化价格。这些个人定价策略完成了量身定制的…… Click To Tweet

为了获得最优惠的价格,大数据零售工具还检测和处理:

#1 竞争对手定价

#2产品需求

#3 地理人口指标

#4 购物者购买态度

#5 天气和季节性

#6 营业费用

#6 预测需求

With predictive analytics for retail, you can identify trends and patterns that influence demand. Analyzing sales history and other historical data lets you anticipate what your shoppers will buy in the future. Big data processing systems also consider local and national events and seasonal promotions.

需求预测支持客户体验和业务增长。

Once you can predict what your shopper wants, you can ensure in-store supply. At the same time, you can reduce the risk of overstocking stores with products, not in demand.

使用高级零售店分析预测需求的其他好处是:

#1 降本增效

#2 维持现金流

#3 提高资本回报率

#7 优化营销信息

Efficient in-store marketing also ties into the personalized customer experience. From retail store analytics data, you already have shopper insight. From there, it’s all about communicating the right messages in an effective way.

Predictive Analytics For Retail 3D Eye Tracking Simulation

例如,获取从眼动追踪中获得的注意力数据。您知道什么类型的标牌吸引了您的客户。此外,您知道展示中的哪些特定元素引起了他们的注意。

Combine this insight with product preference data, and you can get the best marketing ROI by:

#1 告知您的购物者最重要的促销活动

#2 跨渠道保持一致的信息

#3 通过战略性数字活动推动店内销售

#8 预测 CLV(客户生命周期价值)

You can forecast demand through predictive analytics and customer lifetime value (CLV). Based on past transactions, you can generate historical CLV. On the other hand, combining purchase history with behavior analytics results in predictive CLV.

A predictive CLV model provides a detailed picture of your customer's relationship with your store. Click To Tweet

You know how much they have spent in the past and what products they bought. Put that data together with their behavioral patterns, and you get a realistic estimate of how much they will spend in the future.

识别您的 CLV 将帮助您:

#1 根据购物者的价值对其进行分类

#2 优化获客

#3 高效规划营销预算

#4 为不同细分市场提供定制激励

可行的购物者洞察的好处

In the end, predictive analytics for retail acts as a powerful tool for generating shopper insight. You understand how your customer thinks and what they value.

从那时起,您可以采取行动并改进商店以满足他们的需求、愿望和期望。

With actionable shopper insight, you can:

制定数据驱动的业务决策

获取并留住高价值客户

提高投资回报率和商店盈利能力

制定以客户为中心的战略

在市场上获得竞争优势

赢得客户忠诚度

设计引人注目的促销活动

提高购物者参与度

发现增长机会

提供丰富的客户体验

如何应用购物者洞察力

Observing, aggregating, and interpreting customer data is not enough. Shopper research can prove ineffective if you do not apply your insights. Thus, you need to identify the implications and create a plan to implement your findings.

根据您特定的购物者洞察力,一些立即行动可能是:

重新组织类别和/或购买点

实施客户流失预防策略

扩展到新渠道,即您的客户在数字空间中的位置

改善店内功能和设施

开发相关的交叉销售技术

测试新的沟通策略

修订资源分配

如何使用 3D 眼动追踪进行零售分析

在 Eyeware,我们使用 3D 眼动追踪软件促进零售业的预测分析。

3D Eye Tracking Heatmap Example

与标准眼动追踪相反,我们的 GazeSense 技术可以远程跟踪最远 1.3m (4.3 ft) 以外的视觉注意力。

No glasses. No VR goggles. No calibration.

你只需要一个深度感应相机,就可以以GDPR友好的匿名方式跟踪成千上万的客户。

Additionally, you benefit from a wide range, 3D line of sight, and real-time API. Our software accurately records your customers’ gaze patterns, revealing what draws their visual attention.

然后,您可以评估单个产品、品牌、显示器等的性能。

👉 联系我们的团队 了解实时、多人、远程 3D 眼动追踪如何帮助您获得公正的购物者洞察力。