[PLUS INSIGHT-Dashboard] Zone Interest Analysis

PLUS INSIGHT measures the level of interest in each zone based on visit and dwell event data. The number of dwell events is calculated as a percentage of visits, which is then used to derive the interest data for each zone. For example, if 100 people visit the ice cream section and 70 dwell events occur, the interest level for that zone would be 70%.

Once the interest levels for each zone are calculated, the zones are categorized based on the 'visit count' and 'interest level' to classify their characteristics. By using the median values for visits and interest levels, the zones are divided into four groups, assessing whether the number of visits is high or low, and whether the interest level is high or low. This results in a matrix map that clearly presents the characteristics of each zone.

Through this analysis, the interest level of each zone within the store can be quantitatively assessed. For instance, if a zone has high visits but low dwell time, it indicates potential for adjusting product placement or enhancing promotions based on data. On the other hand, a zone with lower foot traffic but higher dwell time per visitor signifies a higher customer engagement, where strategies such as placing premium products or focusing marketing efforts can be implemented.

This article delves into the analysis of interest levels by zone within a store and provides valuable insights for developing effective in-store strategies.

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1. Customer Interest Analysis by Zone for Efficient Store Management

The characteristics of customers in different store zones can vary significantly depending on the types of products displayed and their arrangement. For instance, some areas may attract a high volume of foot traffic, but customers may quickly pass through without exploring the products in detail. On the other hand, there may be zones with fewer visitors where customers tend to spend more time browsing and engaging with the products. These differences across zones are influenced by factors such as the types of displayed items, customer interests, and display techniques. Understanding the unique characteristics of each zone is crucial when developing store management strategies.

Let's assume that in the store map above, Zone 11 has a high volume of customer visits, but customers do not spend much time exploring the products, whereas Zone 7 sees fewer visitors, but those who do visit tend to spend more time engaging with the products. The following are additional interpretations for these two zones.

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Zone11

• This zone has a high volume of visitors but a low level of product exploration. It is in a location that catches customers' attention, but product engagement remains low.
• It is a zone that would benefit from improved product placement or display strategies to encourage deeper customer exploration.

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Zone7

• This zone has a low foot traffic, but customers who visit tend to explore the products in depth. Although it attracts fewer visitors, those who do engage deeply with the displays.
• This area would benefit from featuring a curated selection of appealing products to increase customer loyalty or enhancing accessibility to attract a higher volume of visitors.

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Understanding these zone-specific characteristics and developing tailored strategies for each area is essential for improving store operational efficiency. To achieve this, it is necessary to conduct an analysis that relatively evaluates the visibility and engagement levels of each display, allowing for a diagnosis of the unique traits of each zone.

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2. Customer Interest Analysis Method

To understand how customers explore specific areas within a store, two key metrics are used: Visits and Engagement.

1. Visits: The number of times customers visited a specific area.

2. Engagement: The number of times customers stayed in that area per visit (measured as the number of instances customers remained in a specific spot for more than 5 seconds, adjustable based on settings).‍

3. Engagement Rate: The ratio of engagement to visits.

To evaluate customer engagement, we can categorize display areas into four distinct zones using two key metrics: Visits and Engagement Rate. The combination of these metrics helps to understand customer visit and engagement patterns, aiding in the development of effective strategies based on the characteristics of each zone.

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(1) High Visits & High Interest

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• Characteristics: A section with a high number of visitors and a high level of product engagement.
• Interpretation: This is an area where many customers naturally flow due to the store's layout or where products that attract significant attention are placed. All items in this section are potentially being considered for purchase, making it a favorable area.
• Strategy: If high interest does not translate into sales, consider strategies such as lowering prices to encourage purchases or placing more attractive products from the same category in this section.

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(2) Low Visits & High Interest

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• Characteristics: A section with fewer visitors but higher product engagement.
• Interpretation: This area typically contains products from specific categories sought for purposeful purchases or is located in a part of the store where customers do not frequently pass by.
• Strategy: If this section contains high-sales products, consider relocating them to high-traffic areas or increasing visibility through improved displays or marketing strategies.

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(3) High Visits & Low Interest

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• Characteristics: A section with high foot traffic but low product engagement.
• Interpretation: This area could be one where many customers naturally pass through due to the store layout, or it may be a section where customers are initially attracted by a display but quickly leave due to a lack of compelling products.
• Strategy: Consider reorganizing the products in an attention-grabbing way or utilizing visually appealing displays and signage to encourage deeper exploration by customers.

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(4) Low Visits & Low Interest

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• Characteristics: A section with low foot traffic and low product engagement.
• Interpretation: If sales are high relative to exposure, this could be a section where products that customers repeatedly purchase without much thought are displayed. If sales are low, it may be an area where non-core products are clustered or where the displays and products are not catching customers' attention, failing to appeal effectively.
• Strategy: If the section contains products that customers buy frequently, consider placing these items in high-traffic areas to make them easily accessible. The layout can be optimized so that customers pass by promotional displays as they approach this section. On the other hand, if the section contains low-performing products, the visual elements of the displays should be improved to increase exposure, or the products could be placed alongside more popular items to encourage additional purchases.

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Through this type of analysis, you can understand the customer interest level in each section of the store and optimize product placement or marketing strategies accordingly. For example, high-traffic and high-interest areas can be leveraged for key product displays or special promotions to maximize sales. Conversely, in areas with high foot traffic but low interest, changing the product arrangement can attract more attention and encourage exploration. By utilizing zone interest analysis, you can optimize the store, enhance the customer experience, and make strategic decisions that ultimately increase sales.