Jack Wills boosts sales via ShopperTrak powered scheme
Jack Wills has partnered with ShopperTrak to devise and run a six-week in-store incentive scheme, aimed at increasing conversions.
The retailer has been measuring and making use of store footfall data across its UK store estate since 2012, but in 2018 it migrated onto the latest version of ShopperTrak’s reporting and analytics platform, the Analytics Suite.
The aforementioned scheme ran as a weekly ‘league’ style competition whereby two leagues of six stores would compete against eachother to achieve the best improvement on conversion each week. It ran over the Christmas peak trading period, involving 12 of Jack Wills’ city stores. The teams utilised ShopperTrak’s analytics platform to align and determine labour scheduling to the expected peaks in shopper numbers and power hours of each individual store.
Jack Wills says that stores taking part in the initiative increased their sales by 39% and conversion by 52% more than others who weren’t involved. Craig Hughes, Global Head of Retail Operations at Jack Wills, says: “The footfall data is there for us to make use of. The challenge is learning how to interpret it and channel insights into the business in ways that are user-friendly, engaging, rewarding, and in this case, fun.”
“By working directly with the ShopperTrak consultancy team on a Conversion Incentive Programme we were able to receive useful advice and tips tailored to specific business needs, and a steer on strategy needed for long-term use of traffic data across the organisation,” he concludes.