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.

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

The Uses of In-store Customer Journey Data – Store Marketing

I’m working my way through the broad uses of in-store customer journey optimization. I started with Store Layout and Merchandising optimization – which is really the foundational analytic capability that this type of data provides. Today, I’ll tackle a use that’s nearly as fundamental – optimizing in-store promotions. For those of you from the digital world, you can think of these two applications as parallel to site optimization and digital marketing optimization. Promotion Planning In-store promotion planning is one of those constant grinds in the [...]

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

The Uses of In-Store Customer Journey Data: Store Layout & Merchandising

In my last post, I described what in-store customer data is. But the really important question is this - what do you do with it? Not surprisingly, in-store customer movement data serves quite a range of needs that I’ll categorize broadly as store layout optimization, promotion planning and optimization, staff optimization, digital experience integration, omni-channel experience optimization, and customer experience optimization. I’ll talk about each in more detail, but you can think about it this way. Half of the utility of in-store customer journey measurement is [...]

By | January 23rd, 2017|Digital Mortar News, Gary's Posts, Retail Analytics|0 Comments

Optimizing the Omni-Channel Experience with Analytics

Join Digital Mortar's CEO Gary Angel and  John Morrell at Datameer on Omni-Channel Analytics and using In-Store Customer Journey Data. It's free of course, and the material is a superb look at customer journey analytics from an omni-channel lens. You'll learn about the basics of in-store customer journey data, see how it maps into big-data systems, and get an overview of some of the core analytics you can do to drive omni-channel experience. You can register here!

By | January 20th, 2017|Digital Mortar News|0 Comments

The New Frontier in Customer Journey Optimization – Measuring the In-store Experience

What is In-Store Customer Journey Data? Analytics professionals love data and technology. So it’s easy for us (and I use “us” because I completely self-identify in both the category of analytics professional and someone who loves data and technology) to get excited about new data sources and new measurement systems – sometimes without thinking too carefully about what they are for or whether they are really useful. When I first got interested in the technologies to track in-store customer journeys, I’ll admit that its newness [...]

By | January 15th, 2017|Gary's Posts, Retail Analytics|0 Comments

What’s In-Store Tracking for?

At Digital Mortar, I'm committed to bringing a whole new generation of measurement and analytics to the in-store customer journey. What I mean by that “new generation” is that our approach embodies more complete and far more accurate data collection. I mean that it provides far more interesting and directive reports. And I mean that our analytics will make a store (or other physical space) work better. But how does that happen and why do we need to track customers inside the store when we [...]

By | January 15th, 2017|Gary's Posts, Retail Analytics|0 Comments

Startingup

I find I'm so excited that I can barely sit still or hold a thought in my head. I think it's the excitement only a free man can feel. A free man at a start of a long journey whose conclusion is uncertain. I hope I can make it across the border…I hope the Pacific is as blue as it has been in my dreams. I hope. – Red, Shawshank Redemption In July of 2006 I sat down for an interview in the second floor [...]

By | January 15th, 2017|Digital Mortar News, Jesse's Posts, Retail Analytics|0 Comments