Jack Wills boosts sales with conversion incentives
Written by Peter Walker
Jack Wills has increased sales performance with a conversion incentive programme designed by ShopperTrak, part of Sensormatic Solutions.
Founded in 1999 and now operating 97 stores across the UK, the fashion brand has been measuring store footfall data since 2012, but in 2018 it committed to migrating onto the latest version of ShopperTrak’s reporting and analytics platform.
In an effort to drive fourth quarter sales, Jack Wills devised a six-week in-store incentive scheme to up conversions. This ran as a weekly ‘league’ competition, whereby two leagues of six stores would compete against each other to achieve the best improvement on conversion each week.
Results for the period confirmed that across the entire store estate, footfall and sales increased, but through educating in-store associates on how to maximise reporting and analytics platform capabilities, stores in the scheme increased sales by 39 per cent and conversion by 52 per cent more than other stores not taking part in the scheme.
Craig Hughes, global head of retail operations at Jack Wills, said: “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.”
Andy Sumpter, retail consultant at ShopperTrak, explained: “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.”
He explained that 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,” Sumpter added.