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Retailers say customer traffic information is the type of analytics data they value most, according to a recent report from Brickstream.

Asked to evaluate the importance of various metrics/insights, brick-and-mortar retail executives gave "How many people enter the store" the highest average score, followed by "How many customers who enter the store buy something."

Other data points highly valued by retailers include which promotions attract customers; where customers go in a store; and when customers pick house brands over national products.

Below, additional key findings from the report, which was based on data from a survey of 124 retail executives from around the world, 54% of whom work for companies with with annual revenues of more than $1 billion.

Top Benefits of In-Store Analytics

Respondents say the top benefits of investing in-store analytics are understanding and anticipating customers' needs better; improving store operations/staffing; and identifying new offerings for customers.

Who Benefits From Analytics

Respondents say Marketing is the department that benefits most from in-store retail analytics, although they cite several other functions that benefit as well, including Merchandising, Operations, and Loss Prevention.

Technology Adoption

71% of respondents have invested in counting technologies, or plan to by 2015; 68% plan to invest in in-store Wi-Fi; 68% in loyalty programs.

About the research: The report was based on data from a survey of 124 retail executives from four regions (North America, Europe, South America, and Asia), 54% of whom work for companies with with annual revenues of more than $1 billion.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji