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Case Studies > Understanding the Effect of In-Store Mobile Device Usage

Understanding the Effect of In-Store Mobile Device Usage

Technology Category
  • Analytics & Modeling - Real Time Analytics
  • Functional Applications - Remote Monitoring & Control Systems
Applicable Industries
  • Retail
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Retail Store Automation
Services
  • Data Science Services
  • System Integration
The Challenge
The retailer wanted to identify actual mobile usage of its shoppers. The retailer had committed significant resources to the development of its own branded mobile app, which it published on only one platform. Faced with conflicting market share data about the install base of Android- vs. iOS-based devices, the retailer wondered if it had chosen the right platform. The retailer wanted to understand the prevalence of devices among its shoppers, and: • How behavior of device-carrying shoppers differed from those without devices • What activities device owners engaged in while in-store • What types of searches shoppers performed while in-store • Which top websites shoppers visited while in-store
About The Customer
The retailer is a mid-tier, regional department store company with more than 300 fashion department stores in 16 southern states and annual sales of over $3.5 billion. This retail leader is committed to being the department store of choice in every community it serves by providing superior service and merchandise that meets shoppers’ needs for fashion, value, and quality.
The Solution
RetailNext created a holistic view of all mobile-related shopper behavior. RetailNext collected Point-of-Sale (POS) metrics from 40 stores, including six test locations and 34 control stores. The retailer also deployed RetailNext’s Mobile Device Detection and Mobile Browsing solutions in select stores. In so doing, the retailer was able to identify how many devices appeared in the store by day of the week and hour of day. The data allowed the retailer to fully determine breakdown of devices by mobile operating system, compute total traffic-to-device ratio, and calculate the devices’ impact on conversion, sales per shopper, and average transaction value. Lastly, the retailer implemented an opt-in Guest Wi-Fi to see top websites shoppers visited while in-store and the product searches performed.
Operational Impact
  • Based on new findings from RetailNext, the retailer now plans to develop its apps for both platforms.
  • The retailer learned that the top commerce site visited was its own, followed by four e-commerce players. Further analysis of the searches on competing sites showed products that the retailer also stocks, providing impetus for competitive pricing and promotions on those items in-store.
  • By taking advantage of the level of granularity RetailNext’s insights provided, the retailer was able to identify its Shoes, Women’s, and Men’s departments as the ones most browsed online by in-store shoppers. Armed with this knowledge, the retailer is contemplating targeting shoppers in those departments on their mobile devices.
Quantitative Benefit
  • The retailer has more than 300 fashion department stores in 16 southern states.
  • Annual sales of over $3.5 billion.
  • In-store mobile device usage was almost 25% higher on weekends vs. weekdays.

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