Measurement 101 - A guide to using In-store analytics

Copyright © Turnstyle Solutions Inc. 2015. All Rights Reserved
101
MEASUREMENT
A GUIDE TO USING IN-STORE ANALYTICS

If you’re new to
in-store analytics
it can be a bit
intimidating.
MEASUREMENT
101

MEASUREMENT
101
The truth is, you
don’t need to be a
rocket scientist to
understand analytics.

The ﬁrst step is to
learn what the
different Turnstyle
metrics measure.
MEASUREMENT
101

They can be categorized
into 3 groups to tell you
how you’re performing
in the following areas…
MEASUREMENT
101

Attracting
Customers
MEASUREMENT
101

Attracting
Customers
Engaging
Customers
MEASUREMENT
101

Attracting
Customers
Engaging
Customers
Targeting
Customers
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101

Attracting
Customers
Engaging
Customers
Targeting
Customers
Use these metrics  
to see how well you’re
ATTRACTING customers
TOTAL VISITORS
A snapshot of all  
the visits to your venue
WALK BY
The number  
of visitors passing
outside of your venue
NEW VISITORS
First-time
visitors  
CONVERSION RATE*
Shows how many outside
visitors are converted into
customers
*Calculated by dividing total visitors by
(total visitors + walk by)
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101

to see how ENGAGED
your customers are
VISITOR DURATION
The length of time visitors
spend in your venue
REPEAT DISTRIBUTION
A breakdown of how
many visits per person
WIFI SIGN INS
The number of people
who sign-in to your
WiFi network
Attracting
Customers
Engaging
Customers
Targeting
Customers
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101

to see how well you’re
TARGETING customers
AGE
The age range of  
your customers
VISITOR NETWORK
TRENDS
What other types of venues
your customers go to
GENDER
The ratio of male  
and female visitors
Attracting
Customers
Engaging
Customers
Targeting
Customers
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101

So how can we use
this information to
improve our
business?
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We need to start
with a game plan.
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101

Making a game plan.
What you want to accomplish
GOAL
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Making a game plan.
What will determine success
GOAL
OBJECTIVES
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Making a game plan.
The path to success
GOAL
OBJECTIVES
STRATEGY
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101

Making a game plan.
The path to success
How to get the job done
GOAL
OBJECTIVES
STRATEGY
TACTICS
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Turnstyle’s metrics
allow you to set
measurable objectives
to track success.
GOAL
OBJECTIVES
STRATEGY
TACTICS
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Attracting
Customers
Engaging
Customers
Targeting
Customers
Let’s go through an example  
for each of our categories
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101

EXAMPLE #1
Goal:
Attract more visitors to your business
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101

Goal Objective/Metrics
Strategy Tactics
Attract more visitors to your
visitors to your business
EXAMPLE
#1

Strategy Tactics
Increase Total visitors from  
1290 to > 1500Attract more visitors to your
EXAMPLE
#1

Create more awareness  
and incentives to visit
Strategy Tactics
1290 to > 1500Attract more visitors to your
EXAMPLE
#1

Attract more visitors to your
Create more awareness  
and incentives to visit
• Launch an ad campaign
• Improve merchandise selection
• Offer weekly specials
Strategy Tactics
1290 to > 1500
EXAMPLE
#1

After implementing your
tactics, review your
metrics to gauge success.
EXAMPLE
#1

Metric Objective Actual
>1,500 visitors
>1,500 means success
<1,500 adjust tactics
EXAMPLE #1

EXAMPLE #2
Goal:
Improve customer engagement in
your retail location
EXAMPLE
#2

Strategy Tactics
Improve customer engagement
in your retail location
EXAMPLE
#2

Increase the number of visitors who stay
for 1 hour from 48 to 75
Strategy Tactics
EXAMPLE
#2

Make the store environment 
more pleasant
Strategy Tactics
EXAMPLE
#2

Make the store environment 
more pleasant
• Implement new staff training
• Display engaging content on TVs
• Offer free visitor Wi-Fi
Strategy Tactics
EXAMPLE
#2

Review your
metrics to gauge
success.
EXAMPLE
#2

>75, 1 hour visitors
>75 means success
<75 adjust tactics
EXAMPLE
#2

EXAMPLE #3
Goal:
Target a more lucrative crowd
EXAMPLE
#3

Attract a more lucrative
crowd to your restaurant
Strategy Tactics
EXAMPLE
#3

Increase the average visitor age  
from 25 to 35
Strategy Tactics
EXAMPLE
#3

from 25 to 35
Adjust messaging and brand
to appeal to the new ideal
customer
Strategy Tactics
EXAMPLE
#3

from 25 to 35
Adjust messaging and brand
to appeal to the new ideal
customer
• Increase menu prices
• Offer more premium liquors and wines
• Implement a dress code
Strategy Tactics
EXAMPLE
#3

Review your
metrics to gauge
success.
EXAMPLE
#3

Average age > 25
Average age>25 means success
Average age<25 adjust tactics
EXAMPLE
#3

Simple, right?
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101

Before it was
difﬁcult to identify
strengths…
MEASUREMENT
101

Before it was
difﬁcult to identify
strengths… and
weaknesses.
MEASUREMENT
101

But now, instead
of just looking  
at this…
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101

MEASUREMENT
101

We can look at this!
MEASUREMENT
101

And this!
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101

And this!
And This!
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101

…and these!
MEASUREMENT
101

So, start using in-store
analytics to ﬁnd hidden
opportunities and areas
of improvement for
your business today.
MEASUREMENT
101

Want to learn more?
Request a live demo
or
Join our platform overview webinar
MEASUREMENT
101

Measurement 101 - A guide to using In-store analytics

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