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@ThingsExpo: Blog Post

Heat Maps and the Customer Journey | @ThingsExpo #IoT

Heat maps help to understand in-store traffic flow and customer behavior patterns.

Heat maps offer a unique way to represent data sets in a variety of settings. A common example you see most mornings is through weather reports on the news showing the movement and predictions of pressure and precipitation, intensifying across bold color schemes. Another familiar example is voting representation in specific areas of the country during election times (think red state vs. blue state). Retail stores utilize heat maps to enable managers and executives to better understand the functionality of their space, as well as the habits and preferences of the people entering the store.

One way heat maps work with brick-and-mortar retail is their ability to illustrate the areas of the store where shoppers spend the most time in. The products in these hot spots are likely popular among shoppers and this knowledge can improve logistical stocking supply and promotional strategies. On the other hand, heat maps can shed light on products that may not be receiving as much attention, providing valuable insights and opportunities to increase promotional messaging, switching up the floor plan to improve product exposure, or even early termination of an unsuccessful product.

These maps are also useful for improving workforce efficiency and customer experience. After determining which areas of your store receive the most interest, you can direct staff nearby for quick reactions to customer questions or comments. Keeping staff in close proximity to these hot sections will improve customer experiences and conversion rates of your shoppers in-store.

Finally, customer paths and patterns are easily identified through the use of heat mapping technologies. Knowing the typical customer's path-to-purchase gives you the power to optimize your floor plan so that it easily guides customers throughout the store. Combine the customer path with the knowledge of which products need more attention and you have a strong model for how to maximize product engagement with a flawless layout design.

Retailers nowadays cannot simply toss products onto a shelf and cross their fingers that people will buy. The in-store experience has become more important than the actual purchase, as a positive experience builds and strengthens brand loyalty with consumers. Heat maps are a worthy tool for analyzing consumer behavior as the insights arm you to optimize floor plans, reduce customer wait time, and understand product engagement.

About Scanalytics
Scanalytics is among the top 10 fastest growing "Internet of Things" companies, measuring human behavior insights through intelligent floor sensors. The SoleSensor platform translates consumer foot traffic into actionable data through a dashboard interface for real-time and historical viewing of trends in physical spaces. Using the floor sensor technology, brands capture and analyze occupancy, traffic patterns and engagement times to increase conversions and improve ROI.

With over 10 million impressions to date, Scanalytics has deployed SoleSensors across the United States, Canada, Mexico, Europe and Southeast Asia. Learn more at: www.scanalyticsinc.com.

More Stories By Rolando Kahn

Rolando Kahn is a writer at Scanalytics Inc. with a passion for technology and all things marketing. Blogging, social media, and technical writing are all components of the bigger puzzle he's spearheading at a leading "Internet of Things" business. He is a graduate of UW-Milwaukee with a degree in Journalism, Advertising, and Media Studies.

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