Observing the purchasing behavior of your target customers is a very useful resource to optimize the assortment, the store layout, design planograms, adjust operational processes, improve the quality of customer service and the shopping experience in the store.
One of the greatest experts on microexpressions and body language is Paul Ekman, an American psychologist who has dedicated his career to studying the relationship between emotions and facial expressions. Ekman developed a system to classify microexpressions into seven universal categories: joy, sadness, anger, disgust, surprise, fear, and contempt. According to Ekman, these emotions are innate and manifest similarly in all cultures and contexts.
Ekman's work has had a great influence in the business field, especially in the entertainment and tourism sector. For example, Disney has applied its principles to optimize the customer experience at its theme parks, hotels and shows. By observing visitors' microexpressions and body language, Disney employees can detect their needs, preferences and expectations, and offer them personalized, quality service. Thus, Disney manages to create an emotional connection with the customer and build customer loyalty.
Other companies that have used Ekman's techniques to improve customer experience include Apple, Microsoft, Coca-Cola, Hilton, Starbucks and Amazon. These companies have implemented facial recognition and voice analysis systems to measure consumers' emotions and adapt their offers, products and services to their tastes and demands. In this way, companies can increase customer satisfaction, trust and loyalty, and generate more revenue and profits.
Uses of behavioral observation to increase sales
Observing customer behavior in the store can be done with the naked eye or with the use of cameras, sensors and other technologies that allow you to record and analyze consumers' movement, attention and purchasing patterns in greater detail. The analysis of behavior patterns in the store will allow you, among other things:
1-Maximize income from the sale of communication spaces in stores:
Identify the most visited, traveled and profitable areas per store, as well as the areas that generate less interest or are underutilized by day of the week and time of day.
Our Machine Learning algorithm allows you to automatically adjust the communication price by corridor or store sector during the day according to the traffic and relevance of the category in the purchase mission.
2-Increase the effectiveness of promotional activities, new product launches, and in-store communication:
Know the profile, preferences, needs and consumption habits of the different customer segments that come to each store, and decide to buy your category and/or your brand.
Evaluate the impact of promotions, offers, discounts, launches, exhibitions and other commercial actions on customer behavior and purchasing decisions, to learn for the future.
Define the best location in the store for the communication and display of each category.
Break with the automatic purchasing behavior of brands considered “source of business”, positively surprising the Shopper with a stimulus from your brand.
Adapt the communication style and tone of voice to the client's emotional state.
3-Increase customer satisfaction and loyalty to the store:
Reduce time in lines and transit between categories present in the same purchasing mission.
Offer personalized solutions and suggestions based on customer preferences and needs.
Create a pleasant and comfortable environment that invites the customer to stay longer in the store.
Generate trust and empathy with the client, showing interest, respect and honesty.
4-Improve conflict resolution and quality of customer service
Use persuasion and sales closing techniques that fit the client's profile and moment.
Increase customer satisfaction, loyalty and recommendation, offering a personalized, agile and pleasant shopping experience.
Conclusion
In conclusion, behavioral observation of the shopper is a fundamental tool for mass consumption manufacturers and store networks that want to increase their sales and profitability. By correctly interpreting customers' non-verbal cues, you can improve conflict resolution, quality of service, persuasion, closing sales, and customer satisfaction.
At TMC we can give you support to evaluate the purchasing experience of your target customers. Just write to us at contacto@tmcconsultores.com