As online traffic booms, it’s becoming increasingly challenging for retailers to get shoppers to visit their brick-and-mortar stores
Fortunately, research shows that customers still want to visit stores—they just want more from the high street experience.
To increase customer footfall in retail stores, enterprise brands just need a little creativity, personalized services and innovative in-store technology.
What is footfall in retail?
Footfall, one of the most important retail metrics, refers to how many shoppers physically visit a store in a given time. In other words, footfall measures how popular or in-demand a brand is.
Also referred to as foot traffic, footfall is a useful metric for professionals who want to gain more insight into the customer journey. Once you know how many shoppers visit your store in a set timeframe, you can also find out what the conversion rate is and how many consumers walk out of the store without making a purchase.
How to calculate footfall in retail
Most retail shops have sensors (known as footfall counters) at the entrance that detect how many consumers are coming into the store.
However, if you want to know how to calculate customer footfall, here’s the process:
- Divide the number of shoppers entering the shop by the given time period
- Multiply by 24
7 Ways to Increase Retail Footfall
Here are 7 key initiatives retailers can use to increase footfall in their stores:
1. Offer personalized services
Sometimes shoppers simply want a quick and easy shopping experience in-store or online. However, other times, customers want more.
To add value, drive footfall and build long-lasting relationships, a number of retailers are using in-store services, such as styling advice, repairs and product tutorials.
This approach not only enables you to showcase your products, it also puts your brand’s most powerful marketing tool at the very forefront – its people. You might not always convert customers then and there but it does build the relationships that convert across channels.
“Modern consumers need more from the brands they interact with than what they can find online,” says Qudini by Verint’s Commercial Director, Raj Sangha. “They need that human element – that’s why your people truly are your greatest asset.”
2. Craft a superior after-sales service
To inspire loyalty and build long-lasting customer relationships, invest in your after-sales services and support functions. This ensures that customers have a place to go for their product needs. It also maximizes in-store sales opportunities and future sales conversions.
One great example of this is Samsung, who have made a huge push in recent years to support after-sales care with initiatives like product servicing and repairs. They’re also encouraging customers to seamlessly book appointments with experts both online and in-store.
3. Make the in-store experience immersive
It’s difficult to compete with online ecommerce giants like Amazon on price, which is why it’s usually smarter for brands to focus on a different area. 80% of customers are willing to pay more for a better experience, meaning customer experience is the new competitive frontier.
Most shoppers are “looking for more than a transaction” when they seek out retailers, says Lululemon’s Executive Vice President of Global Guest Innovation, Celeste Burgoyne.
Retail stores are becoming hubs for customers to work, relax, play, socialize and learn whilst interacting with products and people to build long-lasting brand relationships.
Lululemon has built yoga studios and meditation rooms in its new experimental store in Chicago, alongside a restaurant, areas for visitors to work and a space where local businesses can showcase their goods.
Instead of measuring success solely with ROI, consulting firm PwC has launched a new metric called Return on Experience (ROX), which is based on the short- and long-term value retailers gain after generating positive in-store experiences.
PwC’s Global Consumer Markets leader, John Maxwell, explained: “Whether your organization sells household goods, health services, cars or financial services, delivering a superior experience will be what makes you a winner… Because consumers today are so discerning and powerful, it’s our perspective that most organizations need to invest far more in customer experience (CX).”
4. Offer click and collect services
The demand for click and collect purchases, where time-poor customers can buy products online and pick up in-store, has increased significantly in recent years. It saves the customer from having to find products in-store then wait in line to make a purchase. However, some click and collect lines can be equally as long or time-consuming as purchasing products in-store.
Retailers need to invest in click and collect initiatives that offer a seamless collection experience.
“The number of customers making purchases with in-store pick up as the delivery option demonstrates how rapidly consumer behaviors are changing,” says Sangha.
“Retailers that invest in a seamless and pain free click and collect process will ultimately establish more profitable and longer-term relationships with customers than the retailers who do not.”
Read more about creating a seamless click and collect experience
5. Turn your store into a showroom
Optimizing your retail space is imperative in today’s market. As stores become less about pure product transactions, stacking rows upon rows of stock in your stores might not be the best approach any longer.
Many retailers are turning their stores into showrooms, where customers can see and play with products in an immersive experience that imitates real-life. This enables customers to test products before collecting them from the store’s warehouse or ordering them directly to their homes.
6. Embrace your local community
In previous retail rulebooks it was good to think globally, but as the world becomes more connected, consumers crave a local touch – and a key part of this is personalization.
Encourage your store associates to get to know your customers to ensure you’re creating a friendly atmosphere. The goal is to make your customers want to stay a while in your stores.
Four out of five consumers are more likely to make a purchase when brands offer them a personalized experience, and 91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations.
7) Host events
Offering in-store events to your customers is an incredibly valuable way of increasing footfall, improving brand relevance and ensuring ongoing loyalty.
This could include anything from terrarium making workshops to product demonstrations. The aim is to stand out, so don’t be afraid to host weird and wonderful events that will get customers excited to step into your stores.
Find out more about Qudini by Verint’s Event Management Software
Let us know your thoughts
If you have any great ideas brand leaders can use to increase footfall in retail stores, let us know by contacting info@qudini.com or reaching out using the form below.
