Posted: 6.14.16 Software

RetailNext’s Aurora Sensor Brings eCommerce Style Analytics to Brick-and-Mortar Stores

By: Lindsey Carman

The Crunch: Understanding what customers do when they’re in your store is an important part of running a brick-and-mortar business. That’s why RetailNext, the first technology platform to bring eCommerce style analytics to stores, created a small, aesthetic sensor to help retailers track and collect data on shoppers as soon as they walk through the door. The Aurora sensor — combining video, wifi, and bluetooth features — tracks shoppers and conversions, excludes staff from traffic counts, measures display & window effectiveness, and analyzes loss-prevention tactics. Brick-and-mortar stores can increase revenue and have the right amount of staff during busy and slow periods, thanks to the Aurora sensor. 

There’s something magical about walking into Sephora. As you enter the store, you’re greeted by a display of lipsticks, perfumes, skin-care treatments, and other enticing beauty products. Sephora employees hand out free samples or offer a mini makeover to see which shade of foundation or eye shadow works for your complexion. Female customers feel like dolled-up movie stars from all the personalized treatment and leave the store with little black bags filled with beauty goodies.

Those who say brick-and-mortar stores don’t compete well with eCommerce sites forgot about one important factor: the in-store shopping experience. Customers enjoy interacting with people and handling products; eCommerce can’t offer that. Although some brick-and-mortar stores lag behind on technology, such as the ability to analyze the shopper’s purchase journey, RetailNext, a technology platform that provides tools for brick-and-mortar stores, is here to help. Retailers can compete with eCommerce powerhouses (as well as brick-and-mortar stores) through innovative technology.

Since 2007, RetailNext has created powerful comprehensive analytics tools that monitor elements like loss prevention, operations, omni-channel efforts, and marketing. Aurora, RetailNext’s newest analytics tool, is a three-in-one sensor that measures in-store traffic with stereo video, wifi, and bluetooth capabilities. It’s a powerful weapon that helps retailers make smarter decisions about their brick-and-mortar stores — and keep business flowing smoothly. From the moment a shopper walks into your store, you can gather useful data that’ll help you guide him or her to the checkout counter.

Staying on Top of What Customers Want by Measuring In-Store Shopping Behavior

Imagine yourself as a customer walking into a new store that sells bath-and-body products. You’re not really looking for anything in particular, but are open to trying out a new scent or product. You have a question about how much a body scrub set costs, but can’t find an employee nearby. After waiting a couple of minutes (because the store is bustling with a surge of customers), you decide to put the set back and leave. Instead of getting a new customer, the store lost revenue because it understaffed employees.

It’s important to stay on top of what’s working for your store — and what isn’t. Managing staff, traffic counting, and marketing ads are a few ways you can do this, with the help of measuring in-store traffic.

Measuring shopper data helps you run your brick-and-mortar store better.

Aurora is RetailNext’s solution for helping brick-and-mortar stores measure how much traffic they receive. With this sensor, you can see the peak or lull periods in a day. Making smarter decisions starts with monitoring and knowing who’s walking into your store and monitoring their visit from start to finish to identify shopping trends; Aurora makes this happen.

Once you begin collecting data, you’ll see what’s working (and slacking) in your brick-and-mortar store. With this type of useful information at your fingertips, imagine how much it will impact your business for good.

An Aesthetic Sensor with 5 In-Store Solutions

Simply put, Aurora helps owners measure how long customers stay in the store, what they buy, and what they engage with. The compact-sized device attaches to the store’s roof and tracks each customer that walks into the store — but it does way more than traffic counting and conversion. Overall, Aurora offers 5 key in-store solutions to run your brick-and-mortar store better:

  1. Know your traffic
  2. Remove staff from metrics
  3. Add texture to your traffic
  4. Engage with your shopper
  5. Ensure store compliance

The three-in-one sensor combines stereo video, wifi, and bluetooth capabilities to accurately collect and measure shopper behavior. It’s also integrated with RetailNext’s cloud and on-premise solutions and POS feeds so you can seamlessly integrate this sensor into your store without the need of a server.

Aurora collects data that helps create in-store solutions for your business.

As you collect shopper data, you’ll learn more than just the number of daily customers. Valuable insights, including visit duration and frequency, new customers, and pass-by traffic, are leveraged right from shoppers’ wifi-enabled smartphones and encourage engagement as they walk around the store with Aurora’s beacon capabilities. To ensure store compliance, you can view how marketing campaigns, loss prevention procedures, and visual merchandising are doing all from this sensor. Aurora is your secret weapon to making sure your store is running smoothly — whether you’re there or not.

Optimizing the Shopper Experience for Brick-and-Mortar Stores

Two engineers, during their tenure at Cisco Systems, saw the need for business intelligence tools to help brick-and-mortar stores stay competitive with eCommerce sites. They developed an analytics platform in 2007 that brought eCommerce style shopper analytics to brick-and-mortar store, revolutionizing the way they do business.

“Our mission is to be the comprehensive platform for in-store analytics,” said Bridget Johns, the VP of Customer Care at RetailNext.

RetailNext helps retailers compete with eCommerce sites through innovative analytics.

Today RetailNext partners with top brands like Ralph Lauren, Tiffany & Co., L’Oreal, and Colgate to address the unique needs of retailers worldwide. Thanks to advanced in-store analytics, brick-and-mortar stores can measure in-store traffic, examine loss prevention, and analyze individual store’s operations.

“We want to make sure that we’re providing the platform to integrate that data,” Johns said.

Retailers Can Request a Free Aurora Demo Today

If you can offer a memorable in-store experience like Sephora does, chances are you’ll have returning customers who become loyal to your brand. Although eCommerce sites appear to offer advantageous features to customers, there’s nothing quite like shopping at a glittering, glitzy store. RetailNext hands you the tools you need to create an environment where shoppers will want to flock to your doors — and leave with bags full of products.

“Retailers can really use data to make a better shopping experience,” Johns said.

Understanding the flow of traffic and what kind of customers shop at your store is just within reach, thanks to a compact-sized sensor. You’ll immediately see the benefits of collecting and analyzing shopper data. Give Aurora a try with a free demo trial today and see how much it’ll transform your brick-and-mortar business.

About The Author

Highlighting the movers and shakers in the retail space, Lindsey Carman writes in-depth features that showcase the passionate team behind successful brands. You can see her cover the next marketing trend or retail disruptor in the IndustryCrunch blog.

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