Project Overview
Confiz partnered with Hush Puppies to implement Shopper Value and gauge the effectiveness of retail marketing campaigns through advanced traffic insights and robust footfall analytics.
The need
To see the impact of the marketing campaigns, Hush Puppies needed a mechanism to connect marketing campaigns’ ROI with in-store traffic. Real-time footfall analytics were required to calculate conversion rates, revenue per customer, and other retail KPIs important to understand customer segmentation and targeting strategies, as well as to assess the efficacy of campaigns.
Key challenges
The Solution
Shopper Value captured real-time footfall data to monitor and compare the increase in traffic as a result of marketing campaigns. Data health status ensured that there was minimal loss of data to enhance data validity. The conversion was tracked to ensure optimal service levels in the stores. Store-wise comparisons and analysis of trends over time were conducted to evaluate and optimize marketing strategies.
The Outcome
Boost in traffic
Increase in traffic by 43% in three stores based on strategies defined by hard data.
Deep customer insights
Deep insights into customer behaviour were made available to improve segmentation and targeting.
Performance evaluation and optimization
Direct impact of marketing campaigns on footfall monitored to gauge performance.
Optimal staff availability
Productivity indicators were used to determine if there is enough staff in the stores to serve the visitors.
Assess customer purchase intent
Real-time conversion rates measured to evaluate customer intent to buy.
“Shopper Value helps us understand the effects of our strategies on consumer behavior as we analyze traffic data and the health of our network at an area, city, and regional level.”
Rehan Qadri | Qasim Mohammad | Managing Director | Hush Puppies
