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, and we’re ready to help.