The retail dashboard offers a helicopter view of (potential) customers

Published on 08/12/2020 in Solutions & services

In rapidly changing times, in-depth customer insight is a crucial success factor for any business. The retail dashboard groups, analyzes, and visualizes data from data sources, allowing you to make informed decisions.

The retail dashboard offers a helicopter view of (potential) customers

Proximus provides retailers with innovative solutions that allow them to get to know their current and potential customers better. “For example, a retailer finds out how many people are in and around the store based on the anonymized and aggregated location data captured by the Proximus network. We enrich that data with the relevant socio-demographic data, customer information, and external data sources, and more,” says Joke Tisaun, Proximus IoT Solution Manager. “On top of that, IoT applications and WiFi counters provide a detailed picture of the customer's movements in the store.”

“The power of the retail dashboard is in how it coalesces these data for analysis and interpretation,” Joke continues. “By doing that, the retail dashboard generates a panoramic overview of current and potential customers. The accessible and user-friendly interface makes it possible for the company to quickly and efficiently acquire the insights required for making strategic decisions and reinforcing its relationship with the customer.”

That means the data from the retail dashboard contributes to informed, strategic decision-making on the part of companies.

Joke Tisaun, IoT Solution Manager at Proximus


Practical examples prove it. For example, by creating customer profiles, the (re)allocation of stores, more targeted marketing campaigns, location comparison, etc. the retail dashboard contributes to targeted decision-making.

1. Belgian shopping center

A trendsetting Belgian shopping center called on Proximus to optimize its marketing strategies and refine its customer profiling. With the retail dashboard, the marketing department can now pinpoint specific target groups and customize their marketing campaigns accordingly.

Afterward, the shopping center uses the retail dashboard to review whether the campaign resulted in a larger influx of the intended target groups. That way the shopping center can spend its marketing budgets more cost-effectively. It also identifies long-term consumer insights. For example, the retail dashboard made it possible to analyze the impact of loosening lockdown measures on visitor flows to improve response to them further down the road.

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SNCB was on the lookout for a better way to monitor crowds in stations, on trains, and in transit between two locations. At Brussels Midi station, the data generated in the retail dashboard already prove to be useful to various stakeholders. The station department gains insight into the ratio between the number of station visitors and the number of people in the stores. Based on these data, franchise holders can set up campaigns to lure more customers.

SNCB uses the dashboard to determine when it is a good time to distribute the population within the stations more widely to optimize passenger flows. The platform paves the way to sophisticated transport and capacity-planning based on the number of passengers. Lastly, the retail dashboard even signals when escalator maintenance is due.

SNCB Innovation Lab experiments with AI and data analysis.

Interview with Stefan Costeur, Head of Innovation Lab

3. Future of Shopping

In the Stadsfeestzaal, on the Antwerp Meir, The Future of ShoppingNew window is getting started. Retailers are introducing innovative retail formulas and cutting-edge services. Initiator RetailDetailNew window is studying how data analysis can optimize the consumer shopping experience.

The Future of Shopping uses the retail dashboard to work out who is in the store at what time and discover which consumer profile visitors have. Data analysis also highlights where customers spend the most time and which spots usually do not get a lot of traffic. That information tips operators off to where they should set up their advertising campaigns, who the ideal target group is, and how to maximize their retail space. Benchmarking also makes it possible to see how the store location scores compared to competitors or other locations.

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Joke Tisaun has been IoT Solution Manager at Proximus for a little over three years. She uses that position to help retailers get the most out of IoT and data analysis.

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