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Asian fashion retailer tracks instore behaviour

By Retail Technology | Tuesday March 11 2014

Dynamic traffic intelligence helps major regional brand owner FJ Benjamin to gain visibility of customer behaviour and increase store conversion rates

FJ Benjamin, a group of global luxury and lifestyle brands across Asia, recently announced it has successfully implemented new 'traffic intelligence' systems.

With brands such as Banana Republic, Celine, Gap, Givenchy, Guess and La Senza, the retailer needed a clear understanding of how the differently branded stores’ locations compared with each other, as well as ability to track shopper conversion rates within each store.

Newfound store customer insight

By working with Tyco Retail Solutions, a provider of integrated retail performance and security solutions sold and serviced in Europe by Tyco Integrated Fire & Security, FJ Benjamin now has newfound insight into customer behaviour to drive better conversion rates and optimise store performance.

The store traffic tracking systems let FJ Benjamin know how many shoppers become buyers and how much they spend per visit. This enables the retailer to adapt their strategies to increase conversion rates and drive greater profitability per store.
This new instore intelligence also allows FJ Benjamin to analyse the impact of store promotions and advertising. As a result, the retailer can optimise advertising campaigns to shopper preferences to also boost incremental sales.
With visibility of instore peak selling times, FJ Benjamin can also optimise its ideal staffing levels to improve customer service and ultimately enhance the instore experience for shoppers.
Additional visibility is gained of areas in stores where shoppers spend most of their time, conversion rates in particular store areas and the stores with particularly high or low conversion rates.
Critical competitive advantage

“Tyco’s traffic intelligence solution is critical to helping us stay ahead of the competition, increase conversion rates and reduce lost sales,” said an FJ Benjamin’s spokesperson. 

“Most importantly, now, we can track conversion rates on an hourly basis and store managers receive real-time updates and alerts, enabling our sales force to better serve the needs of our customers. We are impressed with the results to date and consider Tyco Retail Solutions a true partner in our efforts to harness the power of consumer behavior intelligence to optimise our store performance across brands.”
Scott Clements, president of Tyco Retail Solutions and chief technology officer of Tyco, added that FJ Benjamin has maximised the value of its traffic analysis investment by integrating its Tyco electronic article surveillance (EAS) and traffic systems. 

“Now, the EAS systems only alarm when tagged merchandise exits the store," Clements said. "Nuisance alarms from shoppers who are too close to EAS pedestals or from tags entering the store are virtually eliminated for a better shopping experience and optimal EAS system performance.”

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