Measuring customer behaviour at physical touch points

B2C

data analytics

POS/Retail

customer journey

Using intelligent sensor technology at the point of sale, demographic data and customer behaviour can be measured. Recording customer interactions and further comprehensive analyses therefore becomes possible in real-time.

Initial situation

The STIHL distribution centre in Germany and Endress Motorgeräte GmbH are testing a new urban store concept with a pop-up store in central Munich. It is important to find out which people and target groups are the customers of the new store concept, and which devices and merchandising products in particular attract their interest. Over a period of 15 months, continually valid data is to be produced with regards to customer behaviour, marketing campaigns and how successful they are.

"With netzwerk P as our partner, we have succeeded for the first time in digitizing a complete shop. Using their smart solution [nP]connect, we can draw conclusions about customer behavior and thus the success of our marketing activities and measures in the store. Quantitative market research that never sleeps! We have thus laid the foundation for a completely new kind of retail marketing and can reach our customers even more precisely with personalized offers and information. I am very much looking forward to continuing our cooperation with netzwerk P and to receiving more and more new impulses".

Michael Endress, Managing Director Endress Motorgeräte GmbH and Germany's largest STIHL dealer

Solution

netzwerk P developed a three-stage concept together with the STIHL distribution centre in Germany and Endress Motorgeräte GmbH. During the first phase, the relevant operating figures for measurement were initially defined and suitable sensors and infrastructure were selected and installed in the pop-up store. Generation and transfer of measured data then took place in the next phase. This data was also augmented with additional information from internal data, such as from marketing measures carried out, and external factors, such as weather data or data from the till system. As a last step, the system was supplemented with digital signage modules in order to convey targeted communication tailored individually to the customers.

Sensors

KPIs

Dashboard

Result

netzwerk P designed and executed the entire process of conception, implementation, analysis and consulting with recommendations for action. With [np]connect, we have succeeded in visualising GDPR-compliant data about demographics, customer behaviour, footfall, conversion and quantitative market research using analytics via dashboards. Supported by our measuring systems and digitalisation of the pop-up store, the STIHL distribution centre in Germany and Endress Motorgeräte GmbH gain data sources that they have never been able to use before.