How to Measure Value for Retail Experiences

Is the “retail apocalypse” as inevitable as some might suggest?

While online shopping has exploded in popularity (who isn't an Amazon Prime subscriber at this point?), the US Census Bureau reported that 85% of purchases in 2024 were still made in physical stores. However, this doesn’t mean that traditional retail has an easy path to success. The modern consumer is more discerning, more demanding, and has higher expectations than ever before. Retailers are not just competing with each other; they’re also competing with the convenience and personalization that e-commerce offers. This creates a critical need for stores to not only meet but exceed customer expectations during every visit.

But how do you create that wow factor when your customers have endless options and can easily switch to a competitor? It’s all about understanding what truly resonates with them—what makes them stay longer, spend more, and most importantly, return. Traditionally, post-purchase surveys have been the go-to for feedback, but let’s face it, these often capture only the extremes: the ecstatic or the enraged. Decisions based on this data are worse than a coin flip. Why? They miss the crucial in-the-moment feedback that really shows what’s working and what’s not.

Without real-time insights, retailers are left guessing whether their changes are hitting the mark. Did that new layout improve flow, or did it just confuse customers? Is the new lighting welcoming or off-putting? Without immediate data, it’s like flying blind—you might not know if you’re on the right track until it’s too late. And in a competitive retail environment, that’s a risk no one wants to take.

Goodbye Bias & Bullsh*t, Hello Value Measurement

Enter Value Measurement – a groundbreaking approach that passively and objectively measures what your customers’ brains love about their shopping experience, and what is falling short, delivering instant insights to store personnel. This anonymized data, enriched with demographic tags, provides a deeper understanding of the mental and emotional impact you’re having on customers as they journey through your store. Value Measurement letes you demonstrate your commitment to customer satisfaction while also inviting the customer to co-create exceptional shopping experiences, fostering stronger customer loyalty.

Value Measurement helps retailers address crucial questions like: How can we increase dwell time to boost sales? Do adjustments in music, lighting, or scents enhance the shopping experience? Which aspects of the store do customers value most? Are there parts of the shopping journey that are creating neurologic frustration for the customer? Identify when customers are primed to buy, so you can display a custom digital ad or offer two bottles at the wine tasting station instead of one.

The best part? Implementing Value Measurement in retail is incredibly straightforward, from the initial store layout planning to the live shopping experience. Imagine effortlessly tapping into the real-time reactions of your customers as they navigate your store. This innovative approach allows you to understand what’s resonating while shopping is happening, providing insights that can dramatically enhance both customer satisfaction and your bottom line. Don’t miss the opportunity to revolutionize your in-store experience and take your retail success to new heights. Join the Value Measurement movement and discover the future of delivering exceptional value to your customers today.

To use Value Measurement at your retail location, follow these easy steps: 

• Set Up: Navigate to the ‘Invites’ tab in the SIX app, click ‘Create an Invite’, and select ‘Live Event’. Input the title, measurement window, and adjust any additional desired settings. Click Share to get a link and QR code, which you can place at key locations around your store or include in digital communications with customers.*
• Customer Opts-In: Your fan downloads the SIX app, where they can opt-in to anonymously and passively share their shopping experience with you. Participation is entirely voluntary, and data is fully anonymized to protect customer privacy.
• Measure In-the-Moment: After opting in, the app guides customers to pair their smartwatch or wearable and begin measuring. They continue shopping as usual while our algorithms passively track the release of neurotransmitters like oxytocin and dopamine, providing real-time insights into their in-store experience.
• Get Detailed Insights: Once the shopping experience is complete, open the app to receive a FREE Value Score along with a summary of actionable insights. You can also purchase a comprehensive report that includes a dynamic timeline of the customer experience, demographic summaries, and tailored recommendations to enhance future shopping experiences.

By adopting Value Measurement, you can move beyond biased surveys and superficial insights to truly understand and improve the value of your in-store experiences. This innovative approach allows you to design, execute, and deliver shopping experiences that keep customers coming back. 

Click here to learn more about Value Measurement, or experience it yourself today by scanning the QR code below to see how much your brain loves a fun video!

*Our app uses location services to estimate a customer’s general location within the store (e.g., entrance, aisles, checkout) and provide specific touchpoint insights. For more precise location-based insights, we support beacon technology. Email info@getimmersion.com to learn more.