Home' The Channel Magazine : The Channel April 2016 Contents 24 | The Channel
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Technology and the rapid rise of online stores has impacted
the traditional outlet—all bricks and mortar retailers have
suffered against the tidal wave of mobile online sellers.
Online retailers are eroding bricks and mortar sales using
data analysis to understand their customers. With this
challenge now comes a new opportunity. Did you know that
top global retailers see double the growth in mobile share
of transactions and that mobile nears parity with desktop
transactions? The world is mobile and here awaits a massive
opportunity for Australian newsagencies to adopt and use the
very thing that has challenged them—technology!
And there’s no shortage of technology on offer. E-commerce,
social media, blogs, apps, algorithms and POS upgrades all
claim to revolutionise the retail experience, but as proven
examples of success are largely irrelevant to the newsagency
model, there is a need to tread carefully. Eager to separate
facts from the hype, ANF CEO Alf Maccioni engaged
BuzD Pty Ltd, the ANF’s innovation partner, to commence
research and trialling of retail analytics technology specifically
developed to provide profitable customer insights for the
To build and retain a community today is different
from the good old days!
Today retailers must enable their mobile experience to meet
the fastest growing audience—smartphones. Smartphones
dominate mobile transactions. 84 per cent of shoppers now
use their mobiles in-store when shopping.
Remember the days when you visited a local retailer, where
you knew everyone’s name and everyone knew yours?
Back in the day, everything was very social and friendly
and a trip to the local store was an outing in itself. While
such instances are now rare, with the growing popularity of
smart-phones and smart-everything and being increasingly
connected to our friends and acquaintances through social
media we are again welcoming back a highly social world.
Retailers also want to be more social. Retailers are
interested in consumers’ likes and dislikes, and how and
when they like to shop—access to this information allows
retailers to better serve customers and make shopping trips
an enjoyable experience.
During the months of October, November and
December 2015, BuzD carried out a three-agent trial
Sarah Garvey, ANF WA State Manager, worked closely with
BuzD during the trial and commented that, “Working with
ANF innovation partner BuzD and three established WA
newsagencies, the trial focused on what was collectively
identified as the three key retail challenges—collecting
relevant customer data, distilling the data using real time
analytics to identify opportunities and finally, connecting with
the customers to build sales. Outstanding analytical results
were experienced revealing major points of vital value to
agents and the ANF.”
Retailers must be customer focused and data driven
Using proprietary sensors placed within the store and
customers own smart phones, BuzD discreetly and
anonymously collected the data that described the behaviour
of visitors to each newsagency. This not only allowed each
store to identify those that entered the store, where they
spent their time instore and how long they stayed... but also
provided data on passers-by.
Over time, the data analytics were able to predict individual
shopping patterns, acknowledge repeat visits, calculate dwell
times and identify hot spots and peak shopping periods.
During this time total traffic represented 1,751,566 people in
the three WA newsagents.
Although the trial was limited in its scope, the potential
was evident with one newsagency owner commenting,
“The technology was amazing and we only touched on its
capability—linked with our POS we’d know everything about
Integration with third party data warehousing or business
intelligence platforms is considered pre-requisite in assessing
any potential retail analytics program.
Combined with CRM, POS, WFM, security, loyalty programs
(and others), retail analytics builds a rich data profile of
customers’ behaviours and preferences enabling businesses
to analyse, discover and implement new customer
engagement opportunities, enhance customer service,
optimise merchandise, store layout, security and staffing.
Collecting, connecting and building a powerful newsagency footprint.
The power of location analytics
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