Holland & Barrett uses integrated Checkpoint solution to reduce theft and improve sales
Thorofare, N.J. Checkpoint Systems announced that Holland & Barrett, a leading British vitamin, mineral and herbal supplement retailer, is rolling out Checkpoint’s Evolve electronic article surveillance (EAS) system with fully integrated visitor counting at 135 stores in the United Kingdom. The Evolve system will allow the retailer to tackle theft and also accurately measure customer throughput.
Holland & Barrett initially elected to install Checkpoint Systems’ visitor counting solution, CheckCount, as a standalone system to monitor the sales effectiveness of its staff and gather quantified results from marketing campaigns. However, the retailer realized the additional benefits that an integrated EAS and visitor counting system could deliver, in terms of return on investment for both the loss prevention department and the marketing and sales teams.
“The results of the CheckCount trial were extremely positive and gave us access to detailed data that we needed in order to improve our sales techniques in individual stores, as well as gain a better understanding of the effectiveness of marketing campaigns,” said Jon Pilkington, internal audit manager at Holland & Barrett, which operates over 1,000 stores under several banners across the United Kingdom, Ireland and Holland. “ With ‘people-counting’ technology we are able to measure which promotions get customers through the door.”
After a limited initial trial of the solution, Holland & Barrett decided to test Checkpoint’s Evolve EAS system, with a visitor counting solution integrated into the EAS pedestals.
“We previously had no EAS systems in our stores, so we were eager to see how they could reduce shrink and increase our average transaction value by allowing us to give customers open access to more of our products, knowing the products would now be secured from theft,” Pilkington said. “The integrated Evolve solution provided us with the same accurate visitor counting data, but also helped us to reduce shrink. The Evolve system was a perfect fit for us as it allowed us to solve two problems with one solution.”
The results of a three-month trial convinced Holland & Barrett to roll out the Evolve EAS system to tackle shrink, increase shelf availability, monitor customer throughput, improve store operations and ultimately enhance their bottom-line performance. The Evolve antennas, integrated with Checkpoint’s visitor counting solution, will be fitted at store entrances.
Same story, different month
Delinquency trends within Target’s portfolio of credit card receivables continued to show improvement in June. The percentage of accounts 60 days past due sank to 4.9% in June, the lowest level so far this year and a sharp improvement from the 5.2% seen in May. The percentage of accounts 60 days past due is approaching levels not seen since the summer of 2008. Also showing improvement are the number of accounts 90 days past due. Roughly 3.6% of accounts are 90 days past, down from 3.7% in May and 4.5% at the beginning of the fiscal year.
No wonder traffic is up
Target was the top-ranked retailer during the first half of 2010 in terms promotional advertising pages, according to Kantar Media, with roughly 1.3 billion pages. That figures represents a 67% increase from the first six months of 2009 when the company also was the top-ranked retailer in terms of promotional pages. Following Target in the ranking of promotional pages were Dollar General, Walgreens, PetSmart, Family Dollar, CVS, Kroger, Petco, Publix and Ralphs.
The promotional data was part of a study in which Kantar examined free standing insert (FSI) trends during the first six months of the year and discovered a 10.1% increase.
“In addition to Target’s expanded use of cooperative FSI coupon vehicles to support their retailer promotion activity, other leading retailer are expanding their use of retail promotion events, especially with the food, drug, value and pet specialty channels,” said Mark Nesbitt, president of Kantar Media Intelligence. “One of the trends observed in response to the declining economy was consolidation of retail shopping trips within the super center format. The increase used of retail promotional events wtih cooperative FSI coupon vehicles may be an effective retail response to company the consolidation of trips.”