CASE STUDY
National Department Store Aggressively invests in Analytics Solutions.
A national department store aggressively invested in a new product launch after B’Wireless quantified performance baselines. As its key analytics provider, B’Wireless delivered reports on defined metrics, easily integrated with current in-store technology, and delivered user-friendly reports on a real-time basis.
PROBLEM
The executive team at a national department store
wanted to target a specific customer segment with a
new private label, with the expectation that it would
increase sales. The new label included a full line of
women’s ready-to-wear, men’s sportswear, and men’s
tailored apparel. But before allocating funds for a
national launch, the team wanted more insight into
how shoppers would interact with the label and an
idea of what they could expect in sales.
SOLUTION
They chose B’Wireless as their analytics provider and
set up a four-week pilot test to measure performance
baselines and gather information. They designed a
label-specific pop-up shop and placed it in a highly
trafficked area with a large population of the intended
customer segment. The pop-up shop also held a
series of promotional events to garner interest and
increase store traffic.
The goals for the pilot test were to:
1) gather accurate performance metrics on overall
traffic, category traffic, fitting room traffic, shopper
interaction with displays, and conversions.
2) determine the label’s ability to attract and sell
items to the intended market segment.
RESULTS
B’Wireless quickly delivered favorable conversion statistics, including several never before available, such as conversion of fitting room traffic to sales.
The numbers speak volumes:
- 20% of those who entered the store went to the fitting room. Average fitting room conversion was 67% for the four-week period during which the pop-up shop was open.
- Of the women’s ready-to-wear traffic, on average,
62% stayed within the front of the shop. Only 38%
traveled to the back of the shop.
- During the first week of the shop’s opening, which
overlapped with the Valentine’s Day holiday,
men’s sportswear dwell conversion exceeded
30% (average for the entire period of the shop
was 18% dwell conversion).
- Across all four weeks, Saturdays were the most popular days to purchase men’s sportswear and tailored apparel.