Understanding ‘Who’s in My Store’
Unique Visits in a physical space is a nascent concept for most marketing organizations. Leaders are recognizing that insights found in this detailed data are what drive conversion and ultimately revenue. Fortunately, the concept of Unique Visits is not new, rather the means to observe it in a physical space has finally come of age.
Web Analytics providers have paved the way with Unique Visits
Web Analytics providers (like Adobe, Google, etc.) define Unique Visits on a web site as follows:
“Consecutive page views that occur within 30 minutes of each other. These consecutive hits must use the same unique visitor identifier, set in the visitor’s browser.”
For example: visiting a web site 3 times each separated by 45 minutes equals three Unique Visits to the website. It’s essential to track this level of activity as it illustrates true customer behavior, interest, loyalty, etc.
Specifically, Unique Visits help create metrics that provide insights on:
- # unique web visits per day
- visit duration
- # unique pages views
- # return visits
Unique Visits and Visitors is a well-known concept in the Web world as businesses have invested money and time to perfect this understanding to drive conversion and ultimately revenue.
Understanding Unique Visits in a Physical Venue is now Possible
Getting the same level of fidelity in your Physical Venue is now possible. Until now, there were many complicating factors, not the least of which is how do you recognize the individual activity or how do you measure it in real-time. On-site Location Services, when processed correctly, provide the ability to deliver in-venue analytics that heretofore were not available:
On-site Unique Visits are defined as time periods where continuous presence occurs in a given location or zone. Presence in these periods must use the same unique visitor identifier, set in the visitor’s device.
Much like a web-site, venues often have multiple sites and zones. Similarly, Unique Visits in a venue can occur at the Site or Zone level at any time during a day.
Here’s an example: visiting a Store/Venue for more than an hour may occur with several visits to Zones within the Site. Each movement constitutes a Unique Visit with its distinct arrival time and visit duration. Once again, it’s essential to track this level of detail as it reflects true customer behavior, interest, loyalty, etc.
Specifically, Unique Visits in a physical space create metrics that provide insights on:
- # unique visits per day (perhaps by store)
- # unique zones visited per day
- visit duration by Site and Zone
- conversion from one Zone to the next (eg – Fuel Pump to the Beverage Bar)
- # return visits and frequency
- Occasion Attendance
Observing Unique Visits in your physical venue is required to understand true customer behavior. Once achieved, this knowledge unlocks your ability to connect marketing campaigns to visits and Occasion attendance, which are the drivers to increased revenue and campaign ROI.
To learn more click here. We will also provide you with a complimentary copy of the Gartner Marketguide for Customer Journey Analytics.