Shoppability Metrics for Brick-and-Mortar Retail Environments
By Alicia Cleary
26 Sep 2024
2
Min Read
Have you ever found yourself in a shopping experience that seemed utterly un-shoppable? A moment where you’ve muttered to yourself “it’s like they don’t even want me to buy this..”? These missed moments of fluidity in the shopping experience stack up, and have lasting impact on behavioral responses of shoppers that can lead to lost trips and lost conversions.To a certain extent, the concept of shoppability has long been reserved for e-commerce retail, where even the smallest mom and pop website has the ability to track every single keystroke and click, every bounce rate and page-by-page journey flow. Without visibility to the moment-by-moment behaviors of shoppers shopping the physical store, it was largely impossible to apply such elusive, but essential, metrics that matter.
The good news is that this is no longer the case. Technologies like VideoMining’s use AI behavior sensors and machine learning algorithms to bring observational research to the table at scale - across tens of thousands of shopper trips, measuring every step, glance, stop, touch, and more. Bottom line? If you know what to ask, and you know where to look, you can now define metrics that truly measure shoppability in brick-and-mortar retail settings. Even more? You can examine and diagnose moments of experiential friction from real shopper behavior data to course-correct in real time.
Here comes the bad news. There are elements of the retail experience that are wildly *un-shoppable*. This is true for all channels, all store formats, and all categories. For all the time, resources and budgets spent trying to define, articulate, and create the “Perfect Store”, the truth is that we are still far from it.
VideoMining has performed extensive observational research of millions of shoppers to see their authentic reactions to various pieces of in-store stimuli that they encountered on their trip. We looked at items that introduced friction, such as out-of-stocks, cluttered aisles, confusing or unclear shelf flows, and poor merchandising execution/compliance. Our AI-powered technology and machine learning algorithms categorized moments of experiential friction, and quantified them based on resulting behavioral responses. This helps us see root causes of friction, but also score, based on raw and authentic reactions, how detrimental each piece of friction is towards the shopper experience, and the store’s bottom line.
In this free white paper, we review the 4 essential elements of shoppable retail experiences, and offer 5 metrics that marketers should leverage to accurately quantify, diagnose, and improve the shoppability for their category.
If you need better visibility to the authentic shopper experience, and need stronger metrics to diagnose and assess your category’s shoppability, you’ve come to the right place, andwe’re ready to help.
