To succeed in today’s competitive marketplace, merchants must optimize every aspect of operations. Using video intelligence, retailers can improve conversions and enhance performance in every square foot of store space. This webinar will shed light on how retailers are collecting, analyzing and creating actionable intelligence from in-store video data. The link between the customer and the workforce has never been more important to store performance.

1. #WFM
Advanced Traffic
Analysis Yields Profitable
Workforce Insights
Presented by Sponsored by
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2. Welcome Webinar Attendees
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ques)on
here
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3. Follow This Webinar On Twitter
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4. About Retail TouchPoints
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5. Panelists
Vince Jackson Virginia Balcom
Senior Retail Strategist VP Marketing and Product
Workforce Insights Management
LightHaus
MODERATOR
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
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6. Trends
in
Workforce
Management
Tools
Retailers
are
using
to
improve
Customer
Service
and
Store
Opera7ons
• 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

7. Trends
in
Conversion
Improvement
Significant
move
to
new
and
improved
WFM
applica7ons
and
tools
• 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
Conversion
rate
is
a
measure
of
sales
performance,
given
the
traffic
opportunity
presented
7

8. Conversion
Opportunity
Customer
Engagement
Techniques
–
OpEmizaEon
of
In-­‐Store
Behaviors
• 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
8

9. Conversion
Opportunity
Align
Staffing
to
Customer
Demand/Peak
Traffic
Periods
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
9

10. Conversion
Opportunity
Provide
Performance
Management
Metrics/Tools
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
Sales
Dollars
per
Shopper
$12.00 90
$11.50 80
$11.00 70
$10.50 60
$10.00 50
$9.50 40
$9.00 30
$8.50 20
$8.00 10
$7.50 0
Arnold,
Stanley,
Perry,
Delana Jameson,
Strong,
A mmy Egger,
Mary Ulrie,
Kerry Zeller,
Candice Melody Laura Charolete
1 2 3 4 5 6 7 8
Conversion
Rate Customers
per
Hour
10

11. Conversion
Opportunity
Financial
Benefits
Example:
Retailer
with
20%
Conversion
rate,
$3
billion
in
sales
and
$60
million
in
profit
1%
5%+
Conversion
Rate
sales
gain
Improvement
100%+
profit
gain
RETAIL
EQUATION:
Store
Traffic
x
Conversion
x
UPTs
x
Avg.
Retail
=
Store
Sales

12. Advanced Traffic Analysis Yields
Profitable Workforce Insights
Real World Examples
Virginia Balcom
LightHaus
PAGE 12

13. Using Advanced Traffic to Improve Customer Service &
Conversion – Two Key Questions
Are there the right number of
associates in the store, with right skills
mix to help customers purchase?
Are they focusing on customer facing
activities when the store is busiest?
PAGE 13

14. LightHaus Visual Customer Intelligence
In-Store SpotLights 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
Entrance SpotLight
PAGE 14

15. Improving Operations with Peer Group Insights

16. PEER GROUP: Northern, Small, Mall Stores – October
2012

17. Drilling Down with Shopper to Associate Ratio

18. Tools for Store Managers

19. Another Tool for Managers – Tracking Golden Hours

20. Insights: Optimizing Staff by Department
PAGE 20

21. Q&A // Submit Your Questions
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ques)on
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22. Q&A
Vince Jackson Virginia Balcom
Senior Retail Strategist VP Marketing and Product
Workforce Insights Management
LightHaus
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23. Thank You For Attending This Webinar
You can download this presentation at:
http://rtou.ch/WFMWebinar
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