Getting Insight about Your Customer with Metrics

Robbin Young
Wednesday, Oct 19, 2011 at 10:00 AM

What would you pay for insights into your customer’s behavior? How does free sound? Actually, it’s not only free, the info is simply an added bonus of using Tags.

Tags Tell Your Story

With so many online purchasing options, getting people into stores gets a little harder all the time. One way retailers are meeting the challenge is by using Tag to offer more deeply engaging in-store experiences. For example, upscale department store Dillard's recently featured Tag in a back-to-school promotion that gave shoppers a chance to win prizes simply by scanning a Tag and filling in a form.

Home Improvement superstore Lowe's is using Tag in several creative ways, such as putting helpful design ideas and DIY videos right at customer’s fingertips as they browse the store aisles.

These are just a couple of good examples of how Tag helps a buyer learn more about the seller’s product as they browse through a store.

And Tag Scans Tell Customer Stories

What you may not know is that these–and pretty much any other scenario we can think of–also offer an opportunity for the seller to learn more about the buyer. That’s because when you use Tag, you get free analytics that can give you a lot of insight into customer behavior. Think what you can do with this kind of information:

  • Frequency: How many times a Tag (or group of Tags) has been scanned
  • Time frame: How many scans a Tag receives each day, and over time
  • Location: Where each Tag has been scanned, which can be shown on a Heat Map

Heat Map image

And The Story is…

Which shoe fits? So say you’re a small retailer specializing in high-end shoes. You have choices of several lines of shoes to carry, but it’s expensive to roll out new product and you don’t have a budget for market research. With Tag, you can do free market research simply by putting posters up in your stores.

Ask customers to vote for the shoes they’re interested in by scanning one of the Tags on your poster. (Bonus points if you do custom Tags using images of the shoes or manufacturer logo.) Then sit back and review the scan reports. Not only will you get an idea of overall interest in the new shoes, tracking scan volume over time can give you insights into the days when your potential customers are most likely to shop as well as which stores are most likely to do well with the new line.

Which message sings? With Tag analytics, you can go way beyond counting votes. You can easily test messages to see which one draws the most response. Traditionally, message testing analytics can get pretty expensive. With Tags, testing different messages is as affordable as printing different collateral and as easy as monitoring the free reports. You can track as many different Tags, or groups of Tags, as you’d like, so with a bit of creativity you can gain a lot of customer insight with virtually no budget.

Which display works? Now let’s go back to the home improvement store example to look at ways you could use Tag to analyze in-store behavior. With a variety of tagged products throughout the store, seeing which products get the most scan traffic can give you clues about the appeal of the product, offer or display. You can juggle displays around the store to see if it improves pick up for items that weren’t getting the traffic you’d expected. If you have multiple stores, you’ve also got a new way to compare different merchandising options.

By now, you’ve probably started thinking of creative (free) things you can do by adding Tags to your in-store merchandising. What’s coming to mind? Share your thoughts in the comments below or on Tag’s Facebook or Twitter pages.


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