Category: Analytics

Niketown

ANALYTICS

nike

retail store opening

visitor dynamics

challenge

Nike were keen to generate key insight into consumer journeys, shopper behaviour, dwell time and footfall in their flagship store, Niketown, on London’s Oxford Street.

implementation

Meshh deployed 32 sensors at Niketown for 3 months, creating analytics on both a store, floor and zonal level. 

INSIGHTS & ACTIONS

Over this period, we were able to tell Nike the directional flow of visitors, whether they entered the store from Regent Street or Oxford Street, the most popular departments within the store and which department visitors were most likely to engage with first.


Meshh’s Analytics report has informed a broad spectrum of internal stakeholders, including the teams responsible for staffing, visual merchandising and floor planning.

Renault

ANALYTICS

renault

pop up retail experience

metrics and reporting

CHallenge

Renault created a pop-up store within the EV Experience Centre in Milton Keynes - to further amplify the reach of the store they built a promotional space in the main thoroughfare of the centre.

implementation

Meshh deployed a sensor at both locations to measure footfall to each area, whilst tracking the promotional space’s effectiveness at driving footfall to the pop-up store and on average how long it took for visitors to go from A to B.

INSIGHTS & ACTIONS

Meshh identified how many passers-by and engaged visitors were seen at each location, whilst proving that the promotional space in the main thoroughfare drove interest in the pop-up store.

4 Reasons to Measure Visitor Behaviour at Live Experiences

April 17, 2019.

 

There’s no denying the popularity of experiential marketing, with brands increasingly allocating budget to activating at live sports events, festivals, shopping malls and various other public spaces. Immersing themselves in these environments enables brands to build human connections with consumers, in ways simply not possible through other marketing channels.

Yet many brands and agencies are still relying on archaic methods such as manual clickers to prove the success of their live experiences.

Fortunately, spatial analytics technology can now deliver a richer insight into visitor engagement.

Here’s four reasons you should consider measuring visitor behaviour at your live events and experiences;

 

1. Demonstrate value and ROI

Impressions or eyeballs are not a true definition of experiential success. Using time and proximity, spatial analytics technology can add depth to any experience’s measurement strategy.

With instant access to accurate, reliable, granular data for decision-making, brands and agencies alike can justify spend and act on validated insight:

  • what % of passers-by stopped and engaged with the activation?
  • how long did they spend with the brand?
  • how many times did they return?
  • when were the peak hours?
  • which zone held the greatest appeal?
  • how many people seen at the activation went to the retail store?
  • how long did it take them to visit?

 

2. Enable comparisons over time

Engagement metrics help brands understand how much of an impact their presence is having on their ability to attract and convert potential customers.

Comparing performance across different sites, experiences and locations can help with event scheduling and budget allocation, whilst providing benchmarks for different environments.

 

3. OptimiSation of experiences

Spatial analytics delivers deep insight into how visitors are behaving, enabling the optimisation of live experiences. Through data and insight, experiential marketers can now adjust their space, staffing and schedule to encourage better results.

 

4. Remove subjectivity

Discreet, easy to deploy footfall sensors can be used to remove human bias and inconsistencies around performance reporting. Measuring live experiences and spaces in this way provides a simple, coherent indication of effectiveness, conversion rates and engagement patterns.

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For any questions or information about Meshh's spatial analytics technology and how it could benefit your business, please get in touch.

 

 

 

Experiential

We work with brands to boost the impact of their experiential activities.

Our sensors measure visitor engagement, dwell time, passers-by and repeat visitors to:

  • Determine the brand exposure of activations – how much attention is your brand getting?
  • Calculate the effectiveness of brand ambassador interactions, POS design and positioning – are people connecting with the experience?
  • Gauge the success and impact of the overall activation – has it delivered positive ROI?

Want to know more about what Meshh can do for your experiential activities? Get in touch

Exhibitions

We deliver an instant understanding of how people move around exhibition spaces, what takes their interest, and how to optimise their experiences.

Our insights into footfall, dwell time and audience exposure can be used to:

For exhibition organisers

  • Demonstrate the value of exhibition stands – which areas offer greater returns to exhibitors, and how can this inform your pricing strategy?
  • Paint a picture of visitors’ journeys throughout your space – are there times or days that are more popular than others? How should this information be used to influence timetabling?
  • Understand how delegates spend their time at your event – which meeting areas and speaker sessions are the most popular? When do people arrive in relation to session schedules?

For exhibitors  

  • Measure how effective your exhibition presence has been – how impactful is your stand? Are visitors engaging with your staff and sales assets? Which area of your stand is drawing the most attention?
  • Count the frequency of returning delegates by date and time – are people compelled to come back for more information and have further conversations?  

Want to know more about how Meshh could improve your exhibition? Get in touch

Fan zones

We work with event organisers, rights holders and sponsors to measure movement and engagement in and around dedicated fan experiences.

With this information, you can:

  • Determine peak footfall times – how does the headline event impact visitor behaviour?
  • Identify popular areas and discover which locations are most important to them – how many times do people return to the bar? Which activations are fans most engaged with?
  • Analyse the effectiveness and impact of sponsor activations – how engaged are people with advertising and experiential installations?

Want to know more about how Meshh could help you improve your fan zone? Get in touch

Sony

ANALYTICS

sony

trade activation metrics

CHallenge

Measure delegate engagement across key zones on the Sony stand during the 4-day Mobile World Congress (MWC) event in Barcelona.

implementation

Meshh sensors were placed in all key product demonstration zones and the stand's cinema, to track behaviour across the Sony footprint.

INSIGHTS & ACTIONS

Meshh highlighted popular product zones and times, as well as the impact of stand activity on visitor engagement.
 
Armed with accurate event data, Sony were able to identify the percentage of stated overall attendance who engaged with their stand, as well as undertaking a day-on-day analysis of visitor numbers.

Retail

We help retailers understand how shoppers interact with their stores and the shopping centres they’re located in.

By studying shoppers in more detail, you’ll be able to:

  • Trace visitor journeys from entrance to checkout and measure the impact of visual merchandising – how often do people purchase items after visiting the changing room?
  • Capture the direction and movement of external foot traffic – how many shopping centre visitors end up coming into your store rather than walking on by, and at what times? Does new window creative drive greater footfall in store?
  • Identify the most popular zones or product spaces within your store – are people attracted to promotions and concessions?
  • Work out which pitches and store locations offer the most value to their tenants – where are the hotspots in your mall?

Want to know more about what Meshh can do to help you enhance your retail environment? Get in touch

USGA Trophy Tour

ANALYTICS

usga trophy tour

experiential tour

event reporting metrics

CHallenge

The US Open Trophy was sent on a 20+ stop tour ahead of the 2019 tournament. Tour goals were to increase overall awareness and ticket sales for the USGA Golf Championship, to extend the USGA social presence and to create value for its key sponsors and partners.

implementation

Analytics were collected at each stop of the tour, allowing for measurement of the various types of tour stop locations. 

INSIGHTS & ACTIONS

The US Open were able to determine which tour stop categories were most successful for maximising reach and depth of engagement. Street fairs and large scale events had a greater overall reach, whilst auto dealerships and corporate events delivered longer dwell times.

Tishman Speyer – Rockefeller Centre

ANALYTICS

tishman speyer

rockefeller center

retail visitor intelligence

CHallenge

Rockefeller Centre were looking to gain insight into the millions of people who visit the Rockefeller Center each year, as well as understanding arrival behaviors, interactions, and movement around the landmark property and neighbouring blocks. 

implementation

Meshh deployed over 45 strategically placed sensors to capture millions of data points during the 3 month deployment. 
 
This enabled our analytics team to reveal patterns of movement around each of the major attractions, as well as across the various public and retail spaces at Rockefeller Center, which is split between tenants and tourists. 

INSIGHTS & ACTIONS

Meshh identified when, where and how people accessed the property, the frequency & length of time visitors engaged in the property and various attractions, as well as tracking how behaviour changed over time.

We were able to establish a relationship between visitors and the areas they visited, highlighting nuances such as whether visitors to 'Top of the Rock' stayed longer on site.

The insights gained have given Tishman Speyer the ability to: 
 
  • identify areas to deploy staff and resources
  • improve wayfinding
  • encourage visitors to attend
  • enhance commercial and sponsorship potential