2 years of temperature checks at the door: the missed opportunities of businesses

It’s been two years since we systematically asked customers to go through temperature checks before entering public areas, stores, supermarkets, and offices. A mere requirement to protect and detect COVID-19 cases. This now mundane routine has collected enough data about customers’ temperature that, if used properly, can help businesses influence buying patterns.?

Yes of course, the devices used are different. But let’s assume we take only those “reliable”; how can we use data collected over 2 years to increase sales, consumption, and customer satisfaction. This is what I will try to depict in this article.?

The infrastructure first

To get reliable data, thermometers must firstly be accurate. This is by far the biggest challenge if brands want to explore sensory marketing in their locations. The infrastructure should also be compliant to data privacy regulations and collect only information consented by the public. The second most important is storage of these data which needs to be protected using cybersecurity and privacy principles.?

Based on the findings, the brands can potentially implement air conditioner, light, promotional banners, and more.

What is the rationale for brands?

As marketers, we need to fully understand how customers behave based on external factors. In a recent study of ambient temperature and consumer food behaviour in China, it was shown that there is a linear relationship between temperature change and personal dining expenditure (under the control of other factors).?

The study also showed that on average when temperature rises by 1℃, the personal expenditure of surveyed participants per meal decreases by about 0.11%. The research also pointed out that extreme temperatures (high or low) tend to reduce the total utility of customers. Total utility is how satisfied customers are from consuming or possessing an item.?

What to do with the data collected?

With raw data collected, the next step is to sanitize everything and find the pattern. However, with body temperature highly sensitive to various situations, coupling it with other data like weather, can unveil in-store customer experience improvements. This will provide an anchor to making changes in the store. In addition, live analysis is required to optimise temperature in-store or even food/beverages promotional banners at the entrance.?

How can brands use temperature checks to improve customer experience?

Slight temperature change affects the consumer’s mood. For example, research shows that high ambient temperature usually results in a peak in homicides; that’s how far temperature change influences our behaviour.?

An article published in the New Yorker in 2005 suggested that there’s a correlation between price and in-store temperature. The higher the price, the lower the temperature. Think of stores selling household furniture like Courts, Galaxy, and others – the in-store temperature is usually low. According to me, for two potential reasons – low temperature increases the comfort of the customer and secondly it prevents dust from settling on appliances and keeps their surface shiny. Making such changes require investment in both people and robust IOT.?

Ambient temperature, among other factors, affects consumers’ mood. According to research, when consumers are in a “positive” mood they are more favourable in assessing a product and will also tend to self-reward therefore spending more.?

So if we were to reimagine the in-store customer experience, how do I see it (provided enough resources / finance is invested).

The customers' temperature insights are benchmarked against the weather, required products' temperature and in-store one, to optimise the experience.

The associated elements influencing customers' mood are adapted based on the ideal in-store temperature to create a holistic comfortable in-store experience appealing to their senses. As such:

• Room temperature is monitored and can fluctuate based on a benchmarked figure;
• Visuals and lighting are adapted based on combined customers' mood (which is highly influenced by temperature). For example, bright colors and lighting are often associated with mental alertness. Meaning customers are more aware of what they are purchasing.
• Sound and music are played to either trigger consumption patterns. A 1982 study found that playing slow music in a store led to more time spent in the storefront browsing merchandise, and this translated into an associated 32 percent increase in sales.?

Including temperature in the marketing mix is important as it can help organisations influence the behaviour of customers in store. By creating a conducive shopping environment based on data and which is highly adaptable can potentially increase sales and satisfaction.