Customer flow and conversion

On the sales floor, the behavior of customers reveals how a store actually works. Biem makes paths, dwell time and footfall visible and puts them in relation to conversion. Denner thus aligns sales floors, communication and processes with actual behavior in a data-driven way.

The challenge

In brick-and-mortar retail, thousands of relevant signals arise every day, from customer flow through length of stay and paths to the purchase decision. Many of them remain invisible or are only considered in isolation. Together with Denner, Biem therefore systematically captures real customer movements and connects them with further information, as the basis for more purposefully designed sales floors, communication and processes.

The Biem solution

Biem creates a data-driven view of behavior within the store. The following are evaluated:

• customer flows and paths along with their density on the sales floor
• the footfall of individual sales zones
• length of stay and bottlenecks
• the impact of actions on layout and communication
• the relationship between behavior and conversion
• unusual movement patterns

At the digital signage screen, Biem captures gaze direction and attention and thus makes the impact of the content measurable. An anonymous segmentation by perceived gender and defined customer types completes the picture. This creates an objective basis for the continuous optimization of the location.

Measurable impact

Optimized wayfinding and sales floor design bring higher footfall in the wine zone, data-driven adjustments to layout and communication better conversion. Bottlenecks are detected, dwell areas designed more purposefully, and operational decisions rest on objective metrics.

From report to operational control

The real added value extends beyond analysis. The data gathered forms the basis for automatically detecting situations in the future and deriving concrete actions from them, for example for customer volume, queue management, product availability or the publishing of relevant content.

Occupancy and safety

Sales floors with an upper limit on people require an accurate picture of the headcount at all times. Biem measures it in real time and connects measurement, digital signage and information for employees into end-to-end control of maximum occupancy.

The challenge

Certain sales floors are subject to clear requirements for the maximum permitted number of people. Especially during a heavy rush, it must therefore be known at all times how many people are on the sales floor. Employees need this information early so that they guide customers in a controlled way when needed. A manual count is laborious, error-prone and remains a snapshot.

The Biem solution

Biem automatically captures entries and exits and continuously calculates the current headcount on the sales floor from them. Defined capacity limits are thus under constant observation. The solution combines three elements:

1. Occupancy in real time. Sensors at the relevant entrances and exits capture the movements of people, the current headcount is calculated automatically and compared with the permitted maximum.
2. Information for customers via digital signage. The current situation appears directly on digital information displays, and at high occupancy, notices and access information adjust immediately.
3. Information for employees. If the headcount approaches a defined limit or reaches it, the employees receive targeted information and initiate actions at an early stage.

Operational benefit

The current number of people is available at all times, defined maximum headcounts are under continuous observation, and critical situations are detected in time. Digital signage informs customers about occupancy and possible access restrictions depending on the situation. Employees receive relevant information early and act before critical occupancy arises. Continuous measurement thereby replaces or supports manual counting and control processes.

From measurement to automated control

The use case shows Biem’s approach by way of example.

Detect → evaluate the threshold → inform the employees → adjust communication → monitor the situation

A simple people count thus becomes an operational control system that supports the employees and contributes to compliance with the safety and capacity requirements.

One data foundation, several applications

Both use cases follow the same logic. Biem captures real events in the store, evaluates them and translates them into concrete information for operations. On the same infrastructure, further use cases thus emerge step by step, from the analysis of customer behavior through the control of queues to automated action recommendations.