Wireless Retail Traffic Monitoring Equipment: Liz Claiborne Canada Drives Sales By 50% By Implementing St. Michael Strategies Wireless Monitoring Equipment

By interfacing traffic counting and POS data, Liz Claiborne Canada drove sales.

After retailers begin selling products online, they oftentimes receive traffic reports to see how many potential customers visited their Web site versus those who made purchases. Applying this same theory to your brick-and-mortar stores can help drive sales, schedule staff appropriately, and identify the effectiveness of advertising techniques. This is what Eric Champagne, VP of information systems, information technology, and logistics, at Liz Claiborne Canada, Inc. accomplishes with his traffic counting system.

Liz Claiborne purchased Mexx Canada, a clothing retailer, about four years ago, and in January 2006 Mexx was rebranded Liz Claiborne. Mexx was using a traffic counting solution by St. Michael Strategies (SMS) with a few KPIs (key performance indicators), because it wanted to maximize the purchase potential of those entering its stores. "The system physically counts the traffic entering and exiting our stores with laser beams or overhead infrared curtains," says Champagne. "Once the traffic counts are combined with the total number of sales and the average sale amount, we use the information to identify trends that drive sales. We don't use the system as an excuse to justify days with low sales; we use it to strategically sell more."