Transforming Stores into Physical Websites

Measurence, Inc.www.measurence.com@measurence

Problem

● With mountains of rich data, online retailers know their customers: they can tailor emails, pop-ups or products, to drive sales and improve experience

● Brick-and-mortar retailers haven’t had a chance to compete with the personalization of online shopping

Vision

● Measurence vision is to transform stores into physical websites

● We want to provide stores with a more comprehensive knowledge about their customers

● We want to enable stores with data-driven decisions in marketing and operations

Data about real life

● The very first step is to collect data about customers’s “real-life” in-store behaviour

o How many people walk by a store window?o How many people enter a store (conversion)?o How much time do they spend into the store?o How many are new customers and how many

are returning?o What are the usual “routes” followed by

customers inside the store?

How do we collect data?

Leveraging data to generate insights

● In-depth analysis of each marketing action taken inside or outside the store, for instance:o A/B testing of store windowso Loyalty analysis by means of cohort analysiso Conversion and Funnel analysiso ...

Example: foot traffic for A/B Test

● How do you measure “effectiveness” of store windows arrangements?

● Setup different window arrangements in two or more stores

● Compare the windows “conversion rate” changes in a time frame

Challenges● Privacy

o Safeguarding customers privacy while delivering value is a priority

● Sensors “noise”o We must detect only WiFi signals sent by

personal devices

● Indoor localizationo We want to use WiFi to estimate the position of

customers inside a store

What’s next

● From big data to small, actionable data - how to tell a story that managers can use

● Integrate with sales and CRM to provide more insights

● Predictive models about customers behaviour

Thank you!

@measurence | www.measurence.com