Case Study: Morrisons achieves lower basket abandonment with Walkbase in-store analytics

How in Store Analytics Helped to Cut Basket Abandonment

Morrisons, the large-format grocer, faced rising basket abandonment and uncertainty about conversion across product zones, store layout (notably Cafés near entrances), customer dwell times and Christmas-season behaviours. They engaged Walkbase and deployed Walkbase Analytics, an indoor-location and Wi‑Fi–based in-store analytics platform, to quantify footfall, dwell time and movement patterns.

Walkbase measured footfall and dwell-time trends, recurring visits, zone popularity and path analysis—finding, for example, 25% quick visits, 25% over 30 minutes, the Café visited by more than a third of shoppers, and peak Christmas traffic at 2:00 PM on Dec 23. Using Walkbase insights Morrisons changed staff rotas, adjusted layout and signage and targeted the Café for digital promotions; these actions reduced queue lengths, cut basket abandonment significantly and improved customer satisfaction and repeat visits.

Morrisons