Frictionless shopping is not just for the checkout
Rajeev-sharma-1
Rajeev Sharma
March 30, 2022

Measuring “shoppability” to enhance in-store sales & loyalty

Amazon Go and other technology initiatives in recent years have drawn attention to frictionless checkout, but that may not be the most pressing customer experience issue facing retailers. Not being able to find the right product quickly in the crowded and often confusing shelves in stores may create more angst for shoppers.

The larger goal of frictionless shopping should be to identify and address points of frustration in the in-store shopping process. AI-powered in-store analytics is now able to quantify “shoppability” issues in stores and help address them to improve the shopping experience. VideoMining’s Grocery Shopper Insights (GSI) program has been analyzing the in-store behavior of over a billion store trips per year across 200+ categories – using a suite of metrics including shoppability. The program attribute as much as 12% of sales loss in individual categories due to poor shelf organization, detected through poor shoppability scores.

HubSpot Video

Both CPG manufacturers and retailers can improve performance by reducing shopping friction via shoppability metrics. Today’s category management practice relies almost exclusively on sales, loyalty card and household penetration data for every major decision. As a result, many key decisions such as the organization of category/aisle are made with a “blind eye” to how shoppers like to shop. This has made categories hard to shop, often leading to walkaways or shopper leakage, negatively impacting category performance and overall in-store experience.

Video analytics/AI technologies now provide visibility into the category shopping behavior and enable new shopper-centric measures, like Shoppability that can help in inserting the “voice of the shopper” into the category management process. The resulting decisions are better aligned with the shoppers needs, directly helping to improve category performance.

Quantifying the Ease of Shopping a Category

Shoppability is the measurement of how easy or difficult it is for shoppers to navigate a category and find and select products of interest. There are many factors that determine the shoppability but key among them is the amount of time shoppers spend in “looking” for products versus “engaged” with the category. VideoMining has defined proprietary set of measures to help in quantifying shoppability, which also correlate with the closure rate of the category. Shoppability is an important metric to track, since the easier it is to shop a category, the better results that category will see in the long term.

Ultimately, a low shoppability score indicates that the category is not as efficient as it could be. Shoppers’ time in store is already tight, and any inefficiency that wastes time could be the cause of a “walk away” at the shelf. Besides a lost sale in the category itself, that waste of time could limit the amount of time the shopper is willing to spend in other parts of the store, hurting the retailer overall.

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