Fashion Retailer Charlotte Russe Finds Traffic Data The Perfect Accessory

As part of its mission to improve operational performance and build greater value for its shareholders, the Charlotte Russe board of directors embarked on a program to improve store performance metrics. Securing accurate footfall data was the vital first step in laying firm foundations for a robust and insightful performance management framework.

Benefits

• Labor scheduling is more closely aligned to the number of customers in store at a given time
• Indicator of the effectiveness of marketing campaigns and window displays
• Ability to compare performance by store type and ensure each outlet delivers optimal performance

Leading US fashion retailer Charlotte Russe needed to ensure its 500 stores performed at optimal levels in a challenging economy and knew getting accurate footfall data was the first step. Having previously experienced Experian FootFall's capabilities in a merchandising project involving 90 stores, the retailer opted to trial a solution from the market-leading provider of people-counting analytics. Senior management quickly recognized its value to the business and the decision was taken to roll out the system to all of the retailer's 487 outlets. Today, Experian FootFall's solution enables Charlotte Russe to:

• Align staffing schedules with the actual number of customers in store at any given time of the day;
• Calculate the conversion rate (the percentage of shoppers who make a purchase) – a measure of sales effectiveness;
• Evaluate the success of marketing promotions and new window displays in attracting shoppers into the store;
• Compare store performance by district and store type.