#WFM
Advanced Traffic Analysis Yields Profitable
Workforce Insights
#WFM
Presented by Sponsored by
#WFM
Type ques)on here
Welcome Webinar Attendees
#WFM
Follow This Webinar On Twitter
#WFM
#WFM
About Retail TouchPoints
ü Launched in 2007
ü Over 23,000 subscribers
ü To provide executives with
relevant, insightful content across
a variety of digital medium
Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP
#WFM
Panelists
Vince Jackson Senior Retail Strategist
Workforce Insights
Debbie Hauss Editor-in-Chief Retail TouchPoints
MODERATOR
Virginia Balcom VP Marketing and Product
Management LightHaus
Trends in Workforce Management
• Fully Integrated/Automated Retail WFM Pla7orm and Dashboards
• Micro-‐Level Visibility – Site specific real-‐Eme customer data and trends
• Aligning Staff to Customer Demand/Peak Traffic – PrioriEzing the customer
• Customer Engagement Techniques – Defined steps to close the sale
• AnalyEcs– StandardizaEon and prioriEzaEon of performance metrics
• Task Management – Balancing acEviEes to budgeted hours
• Mobility – Convenient and Emely delivery of Integrated applicaEons
• Best PracEces – People, Processes, and Technology
6
Tools Retailers are using to improve Customer Service and Store Opera7ons
Trends in Conversion Improvement
• Dynamic ForecasEng – IntegraEng traffic and conversion results as a labor driver
• Customer Engagement Labor Standards – Drives consistent Customer Experience
• Mobility – Real Eme conversion results (red, green, yellow)
• Customer Engagement Techniques – OpEmizaEon of In-‐Store Behaviors
• Customer Queue length and wait Eme/abandonment data – POS experience
• Customer Tracker/Heat Map/Dwell Time – Electronic tracking of customer path
• FiYng Room Conversion – Analysis of one on one service trends
• Conversion Results -‐ Advanced metrics by Associate, Department, Store, and RE Type
• Normalized Sales Analysis – Compares Traffic, Conversion, and Ave Ticket Performance
• Best PracEce Process Improvements – Redeploys labor to customer service
7
Significant move to new and improved WFM applica7ons and tools
Conversion rate is a measure of sales performance, given the traffic opportunity presented
8
• IdenEfy best pracEces for staff engagement, incenEves, training, coaching, etc. so as to improve customer saEsfacEon and increase conversion rates
• Correlate staff behaviors to sales performance
• Provide managers with acEonable, individual associate performance informaEon, to commend or improve associates customer engagement skills
• IdenEfies elite team members as examples of exemplary role models for customer service team members
• Provide objecEve performance informaEon to facilitate staff evaluaEons and “fit” of associate skills to job requirements
• Ability to set associate specific and store specific performance goals
Conversion Opportunity
Customer Engagement Techniques – OpEmizaEon of In-‐Store Behaviors
9
Leverage integrated WFM system to insure the right person is scheduled at the right place and Eme to give consistent customer engagement based on customer traffic and Customer experience requirements using engagement labor standards
Conversion Opportunity
Align Staffing to Customer Demand/Peak Traffic Periods
10
Conversion ReporEng by Associate – Example – Management reports measure and compare store performance, evaluate revenue/cost trade-‐offs, and proacEvely manage, measure, and rank associate performance
• Report combines Eme and adendance data, pos data, and traffic counter data
• Performance can be measured as Conversion by Associate or Sales Dollars per Shopper
1 2 3 4 5 6 7 8
0
10
20
30
40
50
60
70
80
90
$7.50
$8.00
$8.50
$9.00
$9.50
$10.00
$10.50
$11.00
$11.50
$12.00
Arnold, Candice
Stanley, Melody
Perry, Delana Jameson, Laura
Strong, Ammy Egger, Mary Ulrie, Kerry Zeller, Charolete
Sales Dollars per Shopper
Conversion Rate Customers per Hour
Conversion Opportunity
Provide Performance Management Metrics/Tools
Conversion Opportunity
5%+ sales gain 100%+ profit gain
1% Conversion Rate Improvement
Example: Retailer with 20% Conversion rate, $3 billion in sales and
$60 million in profit
RETAIL EQUATION:
Store Traffic x Conversion x UPTs x Avg. Retail = Store Sales
Financial Benefits
PAGE 12
Advanced Traffic Analysis Yields Profitable Workforce Insights
Real World Examples
Virginia Balcom LightHaus
Are they focusing on customer facing activities when the store is busiest?
Using Advanced Traffic to Improve Customer Service & Conversion – Two Key Questions
PAGE 13
Are there the right number of associates in the store, with right skills mix to help customers purchase?
Measure • How many customers enter/exit the
store • Where they go in the store • Where do customer go in the store • Where and what products and
categories do they browse • 5 minute intervals • Audited for accuracy
Report • Conversion – store, product, category,
promotion, locations Manage
• Improve store operations, customer service, marketing & merchandising effectiveness to increase conversion
LightHaus Visual Customer Intelligence
PAGE 14
In-Store SpotLights
Entrance SpotLight
Improving Operations with Peer Group Insights
PEER GROUP: Northern, Small, Mall Stores – October 2012
Drilling Down with Shopper to Associate Ratio
Tools for Store Managers
Another Tool for Managers – Tracking Golden Hours
PAGE 20
Insights: Optimizing Staff by Department
#WFM
Q&A // Submit Your Questions
Type ques)on here
#WFM
Q&A
Vince Jackson Senior Retail Strategist
Workforce Insights
Virginia Balcom VP Marketing and Product
Management LightHaus
#WFM
Thank You For Attending This Webinar
You can download this presentation at:
http://rtou.ch/WFMWebinar