Retail store - Dwell Time & Heat mapping application

Sept, 2021

Heat Mapping is a Smart Detection function. It is a two-dimensional representation of data. In which values are represented by colors. A simple heat map provides an immediately observed summary of information. There can be many ways to use heat maps in retail stores. One thing is common in all stores as they use color to communicate relationships between data values. That would be harder to understand if presented numerically in a spreadsheet. Store heat maps can be an enormous help when it comes to understanding the functionality of your stores and how customers behave inside them.

In other words, retail heat map technology tracks movements and assigns colors corresponding to traffic volume in each area of the floor. Heat Map Analytics can track every shopper in the scene and create a report of their activities such as passersby, impression, and dwell. In other words, Link Retail Heat Map Analytic can sense how many shoppers passed from any point of the store, where they stopped, and how much time they spent. It is easy to understand by heat map reports.

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Retail heat mapping application

Camera based technology : Camera-based technology is a video analytics tool to provide a graphic overlay in the form of a heat map displaying the area and frequency of motion detected in the video captured by a camera.

Fisheye camera monitoring system - A fisheye camera provides heat map functionality displaying hot and cold areas based on customer flow, allowing for enhanced business analysis. Fisheye cameras also provide a 360-degree image of the store floor. The cameras’ 360˚ panoramic image of the scene before it, means the user can see a wider area much more clearly. This is enhanced by independent control of a three-way infrared light, which can be separately configured to reduce the amount of ‘reflective’ wall space. This improves image quality, especially when placed in a corner location.
The deep learning algorithm focuses only on human targets, improving the accuracy of the heat map functionality. This means users can see ‘hotspots’ in space, showing areas that people visit, or pass, the most. An added layer to the heat map visualization makes it a lot clearer than previous technologies, presenting more information in a clearer way.

Wi-Fi based technology : A Wi-Fi heat map is a visual representation of the wireless signal coverage and strength. Wi-Fi heat maps are overlaid generally on top of a building or facility floor plan to help give network owners a clear idea of where problem areas are located to the collected survey data and access point locations.
Dwell time analysis : Dwell time is the main component of heat mapping in retail stores. Dwell time calculates an average time of density of People in a specific zone. It is a solution to capture customer visit patterns (count & average dwell time) in a retail store. By studying dwell time analytics, you can learn a wide range of valuable insights about your customers, which can help you improve your store layout and where you place popular products. When customers remain in one place too long, it may show they need help from a sales representative.

Why dwell analysis?

Which zones are visited more/less?
How much average time do they spend in a zone?
How is the new product introduction affecting the zone performance?
Are the zones yielding desired sales conversions?
Should the zone layout be re-arranged for improved store performance?
Best use the store space/optimize store layout.

Key Features of Dwell time

In this MAP Customer density(% wise representation) and Average Dwell time(in sec/min) are mentioned.
Zone-wise customer visit count is mentioned as % (not numbers), While Average Dwell time in sec/min.
The size of the blocks depends on the % of visitor density. (higher the % bigger the block).
The color (shade variance) of the block depends on the avg. dwell time( higher the avg. dwell time, darker the block..)
Reports can be downloaded for a selected day/week/month/year of a Store(single).

Conclusion

Dwell time heat mapping in retail stores will help you identify the best and worst-performing areas of a store, which means you’ll make informed decisions about product displays, promotions, and signage.

Footfall data provides vital information about your store, but measuring alongside customer dwell time is key to increasing sales and brand loyalty. These insights help you gain a deeper understanding of buying habits and see how different zones compare. These solutions also help you understand which kind of products attract the most customers and where to focus your staffing resources, empowering them to answer inquiries and keep waiting times down.