Jack Wills boosts sales and conversion using footfall data

Jack Wills increased both sales and conversion after interpreting footfall data to drive sales over peak 2018.

The retailer took part in a competition involving 12 stores which reported an increase in sales of 39%, while conversion rate increased 52% over the six-week trial period late last year.

Jack Wills has been working with ShopperTrak to analyse footfall data in hopes to increase in-store sales. The vendor created an incentive scheme aimed at increasing conversions. This ‘league’ style competition put two groups of six stores against each other aiming to increase conversion each week leading up to Christmas 2018. The teams used ShopperTrak’s analytics platform to determine labour scheduling during the expected peaks in customers of the individual stores.

While footfall and sales increased across all 97 UK Jack Wills stores, the 12 stores using ShopperTrak’s reporting functionality cited a significant increase in sales and conversion – 39% and 52% respectively.

“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,” said Craig Hughes, global head of retail operations at Jack Wills

“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.”

Andy Sumpter, retail consultant at ShopperTrak, added: “As soon as the teams saw how easy it was to gain actionable insights, they were engaged. By advising store associates to be ready with conversation starters and purchase suggestions on lower traffic days, it succeeded in maximising on every sales opportunity.”

“Activities and labour scheduling were aligned to the expected peaks in shopper numbers, and tips on selling techniques during power hours were given to ensure maximum success for each store. These valuable insights helped the teams remove any guesswork from planning store operations and quickly became part of the daily routine for running the store and assisting customers and critically driving store performance.”