Control Capacity: retail is constantly seeking to optimize results by improving the customer experience. However, under the current context, there are some indicators that are relevant at the time of making decisions and designing sales strategies. Among these we find the time and the capacity control in store.
Dwell times
The dwell time indicates the amount of time that a customer stays within a store. The optimal value will depend on the characteristics of the premises and their surroundings.
In the case of small shops that receive flows of customers, high, maintaining a residence time high-you can generate saturation, and a bad experience for consumers.
However, if we maintain the same amount of time spent in a shop with a low-flow, this will focus on customizing the sale, and can improve performance in conversion rate, and ticket average if it is managed right way.
On the other hand, the control capacity displays the amount of customers that are located in a same time in a local, and due to the pandemic has set a maximum value that they can achieve.
One of the more immediate consequences that this has brought is the generation of rows to the outside of the shops. It is for this reason that manage the time spent has become the determining factor.
Is there a new sales opportunity in the exterior of the shops?
People have to plan their shopping considering the relevance of a physical visit, the times in which the conduct and the specific need that requires to supply. On a visit in person, the customer willing to make the purchase will increase inevitably the conversion rate.
On the contrary, to achieve that a potential customer will enter the store can make the difference in sales, as this will be between your need for purchasing a product/service or wait to enter.
Thus, there is a new business opportunity to manage the waiting time to the outside of a store.
How can we prevent the leakage of customers?
There are many strategies that can be used to manage the dwell time. Among these are to manage the number of staff, availability of stock, distribution of products, etc.
However, it is key to understand how willing are customers to wait to purchase our product/service, on the basis of loyalty, and the availability of competitors nearby.
Some of the strategies that can be applied to manage the vendors are:
1. Control Capacity: Identify a dwell time optimal times of the day;
A store has a maximum capacity that does not vary, unlike the influx of people on the outside of the store, which changes according to the hours of the day.
The strategy consists in tracking the flow on the outside so that in moments where this decrease, allowing an increase in the dwell time. This is so that those vendors can focus on the customization of selling, promoting, among other things, the sale of complementary goods.
On the contrary, in the moments of the day in which the flow around the store is increased, it is not possible to maintain the same residence time, due to which you should capture the business opportunity on the outside. Therefore, the strategy should be to attend to more accurately and quickly.
2. Control Capacity: Maintain for longer periods of time the distribution of products;
Between the actions of MKT to give the impression that arrive new products to the stores, these are constantly moving from place to place.
If we seek to reduce dwell times, to make this action could be counterproductive, since it will produce the opposite effect, since it may be that the client is losing a lot of time searching for a product.
3. Control Capacity: to Identify, in the row customers that you need to do some quick shopping;
There are many people who have clarity of the product you need, either because they had attended prior to the store or because they saw it on the internet.
The strategy involves helping these people in the same row, given that the duration of the purchase will be short. So you can get a shorter line, allowing new customers to feel comfortable with the wait.
Understanding consumer behavior is essential to achieve good results and to use our time of stay is key.
Team KAM Post Sale
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