Traffic Counting Boosts Performance

4/9/2012
Crabtree & Evelyn has evolved from its founding in 1972 as a small, family-run business specializing in fine soaps from around the world to an international company that is well known for its original fragrances and luxurious toiletries. Today, the retailer has stores in 37 countries worldwide, including 21 throughout Australia.

Because it operates as a high-end business, Crabtree & Evelyn’s visitor volumes are naturally lower than those of mass-market health and beauty care retailers. However, in a tough trading environment, the company recognized the need to seize every customer opportunity.

Seeking Reliable Data
Crabtree & Evelyn Austrailia’s business model required accurate data that would enable it to compare campaign and store performance, and also help it better negotiate competitive leasing terms for its stores.

The solution was a system that could be installed quickly and deliver immediate results. The company ultimately decided to implement an Experian FootFall solution that was already deployed in its stores across the U.K. and North America, and was capable of managing data services, traffic counting and delivering interactive reports.

Stephen Watt, managing director for Crabtree & Evelyn Australia, said “I was impressed with how much we could get out of the solution and to see the evident payback from having more accurate performance information. The countries already using it universally reported positive experiences and that gave us confidence.”

Immediate benefits
The solution was rolled out to all of Crabtree & Evelyn’s stores across Australia and the business benefits were almost immediate.

“Our important performance indicators have increased significantly – visitors, transaction value and conversion rate. The increased visibility of our business performance afforded by the solution has contributed towards our double-digit year on year sales growth,” says Watt.

Since the retailer adopted the solution, both its visitor numbers and conversion rates have increased by an average of five percent year over year, while the average transaction value increased an average of six percent. The retailer reports that its sales growth has been in double digits.

In time, Crabtree & Evelyn intends to use store traffic figures to refine its staffing procedures and increase conversion rates even further.

“I can honestly say the [Experian] team has been incredibly supportive and worked with us to get the most out of the system,” says Watt. “I enjoy working with them and see ours as a long-term, mutually beneficial partnership.”

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