Customer Behaviors in Malls

Summary:
Mapping shopper movements offers critical information to marketers, retailers and executives.

The field of consumer behaviours involves several distinct activities, such as shopping, buying and consuming. Improving the retail-strategy decision-making of the retailer’s shopper typologies is of the utmost importance.
By conducting in-depth interviews with consumers at the department store, researchers were able to differentiate several distinct types of shopper. In order to summarise the characteristics of each of the expressed answers, brief sketches were made to cluster and filter the responses. Due to these early studies, determinants of consumers’ shopping behaviour are revealed, thus providing new insights into the consumer, which could be useful in many new strategies for different stakeholders.

Unfortunately, the interviewing (and surveying) techniques offer a very blurred representation of what actually triggers a customer during a visit to the shopping centre, as the mechanism lends itself to incompleteness, rationalisation and empiric measurement.

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Unfortunately, the interviewing (and surveying) techniques offer a very blurred representation of what actually triggers a customer during a visit to the shopping centre, as the mechanism lends itself to incompleteness, rationalisation and empiric measurement.

Predixit offers a solution that tracks customer behaviour as it happens, through technology that allows customer mapping and data aggregation. Based on the actual data produced by the single customer, Predixit runs data analytics models that mine information and present in four main ways:

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1._ It maps in-store movement, creating visual maps and charts to clearly illustrate shopper movement and expose the paths customers take through stores, where they spend the majority of their time and what product lines they show most interest in.

2._ It helps retailers know their customers through an understanding of the target market segment that buys which products, and when, and what influences their purchase.

3._ For managers of shopping centres and malls, being able to map footfall gives them information they can use to increase profitability and maximise rent for retail space.

4._ Retailers can use all of this information to help manage their marketing campaigns, as they can better understand which have worked and why, helping them optimise their campaigns to generate the highest level of foot traffic and bringing in of passers-by to the store.

Retailers are looking for more sophisticated ways to understand customer buying behaviour and want to take advantage of tempting insights from technology and data analytics. Predixit is the answer.