Customer run study

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A customer run study (also known as customer run analysis ) is a type of investigation in commercial management . It is determined where customers walk within the sales area of ​​a retail store and how long they stay in which location. This can be done with video recording , possibly followed by a customer survey when leaving the shop.

When data is collected by video recording, the image signals from surveillance cameras that are already installed are usually evaluated using special software. Particularly specialized systems allow the transfer of my face detection identified customer from one camera angle to another, what a stitching allows the customer routes. Another form of survey uses the location of customers' cell phones via WiFi . The most common form of evaluation is then the heat map .

In this way, it is determined which sales areas are heavily frequented and which are less frequented, which is relevant for sales management . With methods of merchandising and article placement as well as the placement of goods , an improvement in frequency can be achieved. The customer flow can also be influenced by the layout of the store and thus the possible aisles.

In general, customers tend to:

  • walk through the sales area in a counter-clockwise direction
  • Orientate yourself to the right within the corridor, including your line of sight
  • To prefer the outside corridors of the shop to the inside areas
  • Avoid U-turns
  • to vary their speed - first fast, then slower, then fast again until the checkout
  • Avoid storeys above or below the level of the entrance

Individual evidence

  1. ^ A b Peter Runia, Frank Wahl: “Shopper Research” as a modern expression of qualitative market research. In: Oliver Gansser, Bianca Krol: Modern methods of market research: Understanding customers better . Springer, 2017, ISBN 978-3-658-09745-5 , pp. 50f.
  2. ↑ Chris Frey: Revealed: how facial recognition has invaded shops - and your privacy . In: The Guardian of March 3, 2016.
  3. ↑ Siraj Datoo: How tracking customers in-store will soon be the norm . In: The Guardian of January 10, 2014.
  4. ^ Alison Griswold: These Heat Maps Show How Retailers Track You As You Shop . In: Business Insider of January 28, 2014.
  5. ^ A b c Hans-Joachim Theis: Retail Marketing: Analysis and Planning Concepts for Retail . Deutscher Fachverlag, 1999, ISBN 978-3-87150-591-1 , p. 651.
  6. ^ A b c Frank Baum: Retail Marketing: Market research in retail, marketing concepts, instruments of retail marketing . Verlag Neue Wirtschafts-Briefe, 2002, ISBN 978-3-482-53821-6 , p. 184.