DoorStat data helped this retail client achieve a better ROI, decrease their staffing expense, and increased customer satisfaction.
A DoorStat retail client desired to (1) measure targeted marketing efforts to customers, (2) improve brand communications and relationships, and (3) enhance operational effectiveness, all while simultaneously learning about its true customer. The retailer’s marketing efforts often missed the mark and it was clear that they needed to better understand the demographic of who was coming into their store. The retailer knew it was overstaffing at times but did not have enough data to determine where it could save money. In addition, a significant amount of time was spent on brand communications, but the only metrics the retailer could share involved transaction-based information.
DoorStat was engaged to install its proprietary video-based software for demographic and foot traffic analysis at the store. The goal was to use the power of automation to collect extensive customer analytical data by focusing on select, high traffic chokepoints, including points of entry. Our solution was installed in less than a day and the results were gathered, analyzed and presented to the customer within a week. Additionally, the client received an administration tool login for ongoing reports.
Client Marketing Efforts (to Customers)
An analysis of the demographic data uncovered that 4 out of 6 of the Client’s target demographic goals were not being met. Specifically, they had grossly underestimated the number of customers under the age of 25 as well as the number of minorities that visited their store. Based on this information, the marketing strategy was selectively altered in an effort to meet desired goals related to these and other customer demographics. With DoorStat data, the client is now able to track the ROI and effectiveness of targeted marketing efforts and expenditures.
Brand Relationship Management (with Brands)
The demographic data showed a number of misalignments and opportunities between the retailer and its brands. With a high number of Caucasian customers and customers of a certain age segment, the retailer selectively shared some of this data with brands. As the retailer identified disappointing metrics, such as a lower percentage of female customers, it changed its communication strategies and initiated a more aggressive marketing campaign targeting female consumers.
The retailer underestimated its weekday traffic by almost 50% and overestimated its weekend traffic by close to 10%. In addition, it recognized an average customer wait time for lines was nearly 10 minutes compared to their assumption of 6 minutes. These insights led to an optimization of their staffing plan, which saved the retailer hundreds of dollars in overhead. The retailer’s dedication to improved service led to a stronger customer experience and an increase in daily revenue.
DoorStat was awesome! They gave me wonderful data.