About Digital Mortar

Digital Mortar, a SaaS solution, enables scalable, accurate, full path customer analytics for physical retail environments. The founders, Gary Angel and Jesse Gross, built and sold the leading digital analytics consultancy in the US to a Big 4 firm. Digital Mortar brings the measurement, reporting, analytics and experimentation methods they developed for improving digital to the challenges of retail including store layout, display and staffing optimization.

Get your analytics BLISS on: Customer Journey Tracking in Hospitality

Ah to be at a resort. And not just for the sun, the swimming, the beaches and the drinking…it’s the measurement opportunities that really appeal. When it comes to physical journey measurement, resorts have it all. Large, complex physical spaces with an absolute premium on experience. Complicated staffing and numerous interactions. Overwhelmingly high opt-in rates for wifi. CRM uses out the wazoo. Resorts include a retail component, a dining component, a service component and whole bunch of physical spaces all with important experience optimization potential. [...]

By | March 19th, 2017|Gary's Posts, Retail Analytics|0 Comments

Ground Zero in the Retail Apocalypse: Malls and Mall Analytics

Overbuilt. Underused. Under-siege. Mall traffic has declined precipitously in the last decade and the need to aggressively drive traffic via better experience is a matter of plain survival. That need for traffic has led to dramatic changes in the way malls are designed and executed - making them more experiental and less anchored. But if you can’t measure the impact of an experience by segment, how you can possibly drive continuous improvement? Malls are a hybrid case of physical location measurement: a large public space [...]

By | March 14th, 2017|Gary's Posts, Retail Analytics|0 Comments

Sports Analytics, Stadium Analytics and Sports CRM

Optimizing stores is the obvious and primary use-case for the new set of technologies that provide measurement around customer movement through physical spaces. But any reasonably complicated space used by people can benefit from this type of measurement. In my last post, I laid out some general considerations around the space size, the propensity to opt-in, and the nature of the measurement sample that might help ANY business figure out whether and which type of measurement system is appropriate. Those broad considerations are useful for [...]

By | March 9th, 2017|Gary's Posts, Retail Analytics|0 Comments

Taking In-Store Measurement…Outside the Store

In my last few posts, I explained what in-store journey analytics is, described the basics of the technology and the data collection used, and went into some detail about its potential business uses. Throughout, and especially in that last part around business uses, I wrote on the assumption that this type of measurement is all about retail stores. After all, brick & mortar stores are the primary focus of Digital Mortar AND of nearly every company in the space. But here’s the thing, this type [...]

By | March 5th, 2017|Gary's Posts, Retail Analytics|0 Comments

Optimizing Retail: Competitive Advantage and In-Store Customer Analytics

Five years ago, there was a battle being waged in the sporting world between analytics and “traditional” forms of expertise. That battle is pretty much over. Both sides won. Each is essential and often, these days, they are blended in the same person. There’s no reason to repeat this silliness in other domains. Having a comprehensive, behavioral view into what’s happening in your stores won’t suddenly make it possible for a desk jockey in the Punjab to drive merchandising success. But it can make it [...]

By | February 25th, 2017|Gary's Posts, Retail Analytics|0 Comments

Customer Journey Tracking and Building Customer Strategy

I've detailed five different ways that in-store customer journey tracking drives store improvement: from optimizing store merchandising to improving in-store digital experiences and tuning omni-channel visits. All are important and each can drive measurable ROI. But in-store customer journey also tracking has broad implications at the strategic level of your organization.  Everyone wants to be more customer focused. I hear that all the time. Over and over. I even agree. And if you're delivering a physical experience to customers without adequate measurement, you're not just [...]

By | February 20th, 2017|Gary's Posts, Retail Analytics|0 Comments

Optimizing the Omni-Channel Experience with In-store Customer Tracking

While digital experiences are just beginning to penetrate the physical store, the customer’s integration of digital and physical shopping behaviors is already robust. If you have bricks & mortar, you have to figure out how to use that fact to your advantage in delivering experience. That’s what omni-channel is all about. There have been a number of omni-channel retail initiatives in the past couple of years that were undeniably successful. Online to in-store pickup, flexible return, and store localized supply chains have become key ingredients [...]

By | February 12th, 2017|Gary's Posts, Retail Analytics|0 Comments

Bringing Digital Experiences into the Store (With In-Store Tracking)

In creating Digital Mortar, we’ve made a huge leap from measuring and optimizing digital experiences to trying to do the same for store experiences. But we haven’t left digital entirely behind. It’s a huge part of Omni-Channel (of course), and you can hear more about that in this distilled down video. But it’s also, increasingly, a part of the store experience. And when digital experiences have made the leap from the web to the store, measurement has generally been left behind. That’s unacceptable.   Optimizing In-Store [...]

By | February 8th, 2017|Gary's Posts, Retail Analytics|0 Comments

The Strategic Uses of In-Store Customer Journey Measurement

Store layout, promotion and staff optimization are the immediate and obvious ways to use the core data from customer journey analytics. Together, they comprise the “you” part of the equation – optimizing your operational and marketing strategies. But the uses of in-store tracking don’t end there. There’s tremendous strategic value in being to understand customer journeys – a lesson we’ve learned over and over again in digital. When it comes to omni-channel, store and experience design, and the integration of new technologies to the store, [...]

By | February 5th, 2017|Gary's Posts, Retail Analytics|0 Comments

Optimizing Associates: From Forecasting Hours to Building Better Teams

If store layout/merchandising and promotion planning are the core applications for in-store customer journey measurement, staff optimization is their neglected and genius offspring. For most retail stores, labor costs are a huge part of overall operating expenses – typically around 15% of sales. And staff interactions are profoundly determinate of customer satisfaction. In countless analytic efforts around customer satisfaction and churn, the one constant driver of both is the quality of associate interactions. People matter. The human factor is a huge part of the customer [...]

By | January 28th, 2017|Gary's Posts, Retail Analytics|0 Comments