“Research shows that a 1% increase in dwell time is linked to a 1.3% rise in sales,” says CEO Sharon Biggar of Path Intelligence. Path Intelligence works with UK retail brands to track their customers, simply by passively observing where mobile phones (which move with them) are at any time and matching that aggregated tracking data to departmental and store sales. “Following the shopper on a safari means giving the client a fresh pair of eyes through which to see the shopping journey,” says Bigger.
For point of purchase this is a golden insight, as it quantifies how instore theatre through innovative and engaging design, can capture customers and directly contribute to increasing sales. From experience working with the likes of Garmin, Treasury Wines, Kellogg’s and Schweppes we’ve received positive feedback regarding increased sales due to effective point of purchase display units. However, this new research allows us to quantify opportunity and amplifies the need for attractive, interactive displays which slow consumer instore traffic as well as managing instore pathways to achieve optimum sales.
Source: ‘The path to purchase’ Jan 2012 | By Tim Phillips
