Turning data from numbers into actionable insights

Turning data into actionable insights.jpg

In a world where customer data is becoming more widely available, more granular, and, let’s face it, more confusing, it’s a headache that most people are familiar with; how do I turn numbers into actionable insights? Hopefully you know what kind of data you can glean from jisp by now, but you might still be wondering how you can use it to improve customer loyalty and retention, connection, and of course your bottom line.

In the digital marketing sphere, we’re getting pretty well versed in using on-site analytics to improve the customer experience, reduce barriers to entry and increase conversions. However, bricks-and-mortar environments are sadly lagging behind. Enter jisp.

So, what data can jisp give you?

Firstly, it’s important to remember that the sky is pretty much the limit, and this is just a whistle-stop guide. If there’s anything specific you want to know and can’t immediately find it, give your Client Relations Manager a shout.

On our basic plan, jisp offers you information on how many people walk past your store vs how many people express an interest in your content, how many followers you have, and how many impressions and clicks each piece of content on jisp gets.

But what does this actually mean for store managers and marketers?

Let’s relate this back to email marketing. If you send an email campaign out but only get a handful of opens, you can probably assume one of two things; either your subject line wasn’t compelling, or you’ve conditioned your audience to expect poor email content, so they don’t bother to open it. The same goes for jisp content if people are receiving your content but not opening it; either your hero offer wasn’t compelling enough, or users don’t expect compelling content.

Building a followers list is a really easy way to reach your most loyal (and therefore most likely to purchase) customers. The number of people following your store is a great representation of how many repeat customers you have (these are the most lucrative), but also of how effective your in-store promotion of jisp is. Just like open rates, how many followers you have can indicate how compelling your content is – if you consistently produce compelling and grabbing content for your followers, news will spread and you’ll find the follows will increase.

jispSTICKERS, jispTAGS, and jispPAY

This is where the real data magic happens. Imagine if, just like you can in an ecommerce environment, you could know how many people expressed an interest in your product vs how many actually made a purchase. You could know exactly how they move around your store, which products they pick up and which they overlook, and which they pick up and put back down again. What if you could judge how many of your customers wanted to know about different variations of the product; colours, sizes etc. or how many of them picked up an item when it was full price, but waited for it to go on sale before making a purchase? That’s all great information, but what do we do with it?

Imagine you have an item for sale, and throughout the course of the day hundreds of people pick it up, but none make a purchase. Without jisp, all you’d know for sure is that nobody wanted that product. With jisp, you can see that while nobody bought it, plenty of people were clearly interested, but something was putting them off. Maybe it’s a pricing issue? Perhaps it’s worth doing a couple of split tests; placing the item next to a more expensive alternative in your store to make it seem more appealing, or testing a couple of different pricing points over a number of days. Watching how interactions, and of course sales, of this product are affected by tweaking these variables can help you pinpoint the sweet spot, which will optimise sales.

As another example, what if you could create heat maps of your store, showing the most visited areas based on interactions with tags and stickers, in the same way ecommerce merchandisers can online? And what if you could do it without having to pay somebody to sit and watch your store for hours on end? Changing signage or displays might encourage or discourage customers from browsing certain areas. You might throw up bottlenecks, or sadly unvisited areas of your store. With jisp, you don’t have to wait until it’s too late before you’re made aware; with real-time insights you can make constant tweaks and adjustments to fine-tune the shopping experience.