When it comes to measuring store shopper trends, it can seem like there are no simple answers. The tech landscape for retail analytics solutions is crowded, making it difficult to clarify what’s noise and what will actually deliver value to your organization and therefore your customers. You deserve the truth about your options and what you need to succeed. In this presentation, learn about your options for measuring foot traffic in your stores and how different tech can help you measure your success differently. Full recorded webinar available here: http://bit.ly/2DGZf9F

2. The Retail Analytics Landscape:
Choosing the best tech for counting customers

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● Tweet us questions using #dorwebinar
● This webinar will be recorded and distributed
Introduction

4. Joanna Rutter
Content Marketing Manager
Dor
Speakers
Mike Lyons
Senior Software Engineer
Dor

5. 1. Retail’s purpose
2. What does “accurate” mean?
3. Technologies
4. What to ask before you buy
5. Q+A
Agenda

6. Why are we here?

8. We believe you need accurate customer counts in
order to deliver a consistent, meaningful experience.

10. 1. Working definition of accuracy: Closest to 100% of visitor traffic measured consistently
2. Our criteria for people counting tech
○ Not just “What is our % accuracy” -- too small a picture
○ How often is our accuracy that %?
○ In which environments do we perform well or poorly?
Our goal: Consistently accurate counts across different environments,
which delivers the highest accuracy over time.
What do we mean when we talk about accuracy?

11. ● Given all your options, and what accuracy each provider can offer you, the way you
measure customer traffic matters.
● Keep your goal in mind.
○ Marketing success?
○ Saving on staffing?
○ Increasing conversion rates?
● The right solution for you is the one that gets you closest to your goal.
Your goals

12. The tech landscape

13. ● Method: Bidirectional lasers on either side of a doorway
point at each other to form a beam.
● Accuracy: Counts anyone (or thing) that breaks the
beam. Prone to overcount. Lasers sometimes need to be
pointed back at each other.
● Installation: Usually done in-house using wired power.
Generally not network connected.
○ Sometimes built into loss prevention devices.
● What to keep in mind: Your team will need to log the
count manually in a spreadsheet via a view panel.
Break-beams

14. ● Method: Wifi captures unique sign-ons. Bluetooth
beacons emit a short-range signal to nearby phones.
● Accuracy: Prone to undercount, because it only counts
visitors with a device who log into Wifi or are in the
beacon’s range.
● Installation: Same as setting up Wifi in your store, or
sticking/installing beacons at key touchpoints.
● What to keep in mind: Beacons only count visitors who
have Bluetooth turned on and also have the necessary
app to be counted (yours or third-party).
Wifi/Bluetooth

15. ● Method: A recorded video feed is sent to the cloud,
where counts are then tagged via human labor,
machine learning or a combination.
● Accuracy: Usually high when calibrated properly.
Counts people in the cameras’ field. Lighting conditions
may affect accuracy
● Installation: Difficult; requires network bandwidth.
● What to keep in mind: This method captures
everything in the feed and then requires a heavy lift to
sift through that data.
Cameras

16. ● Method: Data from sensors that detect human heat
signatures is processed by machine learning.
● Accuracy: Usually high. Counts anyone that emits this
wavelength. Weather conditions can affect accuracy.
Machine learning algorithms learn from them.
● Installation: Depends on the sensor.
● What to keep in mind: These counts are anonymous,
which can be a privacy pro and an attribution con.
Thermal

17. ● Method: Visitors are counted by staff by hand, tallies are
compiled into a spreadsheet and sent to HQ.
● Accuracy: Depends who counts and what they think is
worth counting, how busy you are, how often counts get
reported in.
● What to keep in mind: When you ask staff to count
customers for you, you’re asking them to prioritize data
collection over the customer experience…and revenue.
Honorable mention: Manual

18. ● Accuracy
○ How do they define accuracy? Can they tell you how accurate their tech will be in
different environments?
○ Will you need to budget around regular calibration appointments from the solution
provider to maintain accuracy?
● Deployment
○ How long does installing a single sensor usually take? Could a store associate easily
do it or will you need additional resources?
○ Will you need to run power over ethernet or connect the sensor to an existing
network?
What to ask these tech providers

19. Make it count.

20. Joanna Rutter
Content Marketing Manager
Dor
joanna@getdor.com
Q+A
Mike Lyons
Senior Software Engineer
Dor
mike@getdor.com

21. www.getdor.com