March 19, 2018

The Whisky Shop tots up shopper traffic with FootFall

Specialist retailer, The Whisky Shop, has boosted conversions by implementing a retail traffic and analytics solution from FootFall, the leading global retail intelligence service.

The Whisky Shop is home to one of the UK’s largest and varied catalogues of whisky, visit us online today to browse and buy whisky online. FootFall’s Site Analytics solution turns shopper data into retail intelligence. Through analysis of footfall figures and other key business metrics, it allows retailers to establish how their business is performing and drill down into what’s behind each ebb and flow in sales. With 22 outlets in the UK, The Whisky Shop wanted to better understand the impact of shopper traffic across its store estate, with a view to gaining insight into peak footfall times across the business and improving conversions.                                                                                                    

Piloted in ten of The Whisky Shop’s key stores, across a mixture of shop profiles and locations, the data from FootFall’s Site Analytics solution allowed The Whisky Shop to map the relationship between shopper traffic and conversion across its store estate.

“Before, we just didn’t understand shopper traffic patterns in our stores – especially given the variety of store profiles within our portfolio,” Andrew Torrance, Managing Director at The Whisky Shop explained. “Now we have real picture of shopper traffic trends.” 

“Our customers like to take their time in-store, carefully browsing the wide selection of whiskies available, and – whether they are enthusiasts or are exploring the world of whisky for the first time – will often have lots of questions,” Mr Torrance continued.  “This requires a high level of personalised customer service, so our staff spend a significant amount of time serving customers on a one-to-one basis.  By getting to grips with our peak trading times, we have been better able manage our staff to visitor ratio which has led to an 11% increase in conversions.” 

Steve Richardson, ‎Regional Director UK & Ireland at FootFall, added: “For businesses such as The Whisky Shop, who not only have a real mix of store types but also operate a highly personalised service model, it can be difficult to pinpoint where conversions are won and lost.  With tangible data, retailers can identify actionable insights that can make a significant contribution to conversions and, ultimately, the bottom line.”

The Whisky Shop will roll out the FootFall Site Analytics tool to the rest of its store estate this year.

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