Retail dwell time it’s the secret to increase sales
The average dwell time is the time a visitor spends in the store, perhaps looking at a display or at products in a specific area.
This is an essential performance indicator for every retailer: it could help analyze the behavior of our customers during their purchases and can help increase average spending. In fact, the longer a consumer stays inside the store, the more will increase the chances that he will end up buying something.
It is necessary to know the habits of our target, measure this average stop time and act to increase the income of our business.
Dwelling increase sales
Several studies show a very close relationship between average stay time and in-store sales: an increase of only 1% in the average customer dwell time means a 1.3% increase in sales.
What does it mean? Think about a customer that remains in front of a shelf for 5 minutes to choose the type of pasta they prefer. If the retailer could delay his choice by just 10 seconds, perhaps with a larger variety of types and tastes, this would result in a 130% increase in total sales.
Moreover, in addition to evaluating the effectiveness of the displays or optimizing the offer, knowing where customers prefer to stay in a store allows managers to optimize the layout of the store, find out where to place the most popular products or those that it is urgent to sell and reduce unnecessary waiting times.
Measuring dwell time is the beginning of the path to a better customer experience, a store with optimized performance and bigger profitability.
There are different strategies that increase the average dwell time, and technologies that help to understand if it has increased the conversion in sales and how much.
How to measure the average dwell time?
A video detection system tracks the journey of people and their time spent in different areas of the store. Thermal sensors for detecting people are connected to people counters that monitor and measure customer entrance and leaving.
Dwell time and route data are often displayed as heat maps, in which different colors are superimposed on the map of a shop or department area to show the most popular areas and routes.
It is not complicated: thanks to the interaction of cameras, thermal sensors, hardware and software, the retailer can collect data in real time on the behavior of the buyers, analyze them and optimize them.
At TC Group Solutions, as a leading company in the retail sector, we have the perfect tool to know which areas are more or less crowded inside a store. What are you waiting for?