Understanding the Effect of In-Store Mobile Device Usage
公司规模
1,000+
地区
- America
国家
- United States
产品
- RetailNext Mobile Device Detection
- RetailNext Mobile Browsing Solutions
- RetailNext POS Metrics
技术栈
- Mobile Device Detection
- Mobile Browsing Solutions
- Point-of-Sale (POS) Metrics
实施规模
- Departmental Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
技术
- 分析与建模 - 实时分析
- 功能应用 - 远程监控系统
适用行业
- 零售
适用功能
- 商业运营
- 销售与市场营销
用例
- 零售店自动化
服务
- 数据科学服务
- 系统集成
关于客户
The retailer is a mid-tier, regional department store company with more than 300 fashion department stores in 16 southern states and annual sales of over $3.5 billion. This retail leader is committed to being the department store of choice in every community it serves by providing superior service and merchandise that meets shoppers’ needs for fashion, value, and quality.
挑战
The retailer wanted to identify actual mobile usage of its shoppers. The retailer had committed significant resources to the development of its own branded mobile app, which it published on only one platform. Faced with conflicting market share data about the install base of Android- vs. iOS-based devices, the retailer wondered if it had chosen the right platform. The retailer wanted to understand the prevalence of devices among its shoppers, and: • How behavior of device-carrying shoppers differed from those without devices • What activities device owners engaged in while in-store • What types of searches shoppers performed while in-store • Which top websites shoppers visited while in-store
解决方案
RetailNext created a holistic view of all mobile-related shopper behavior. RetailNext collected Point-of-Sale (POS) metrics from 40 stores, including six test locations and 34 control stores. The retailer also deployed RetailNext’s Mobile Device Detection and Mobile Browsing solutions in select stores. In so doing, the retailer was able to identify how many devices appeared in the store by day of the week and hour of day. The data allowed the retailer to fully determine breakdown of devices by mobile operating system, compute total traffic-to-device ratio, and calculate the devices’ impact on conversion, sales per shopper, and average transaction value. Lastly, the retailer implemented an opt-in Guest Wi-Fi to see top websites shoppers visited while in-store and the product searches performed.
运营影响
数量效益
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