News

Interior design firm enters retail with analytical help

BY Dan Berthiaume

Alice Lane Home, a Salt Lake City-based interior design firm which is opening brick-and-mortar showrooms, is ensuring stores meet customer needs.

Alice Lane Home opened its first store in Farmington, Utah, in 2008 and a flagship location in Salt Lake City in 2014. The retailer is now deploying the RetailNext store analytics platform at stores in Salt Lake City and Orem, Utah, with an eye toward future brick-and-mortar growth.

"Alice Lane Home is committed to bringing interior design from imagination to life, and we continually experiment with style, furnishings and settings to inspire others,' said Michelle Montgomery, marketing manager at Alice Lane Home. “Our partnership with RetailNext ensures we test concepts, prototypes and layouts in a data-driven manner that allows us to deliver true inspiration to our discerning customers."

For a retailer in the early stages of opening stores, having a complete set of data on customer preferences is essential. Alice Lane cannot afford to “learn” from failed store model at this stage in its development, thus using a dedicated store analytics platform like the one offered by RetailNext is a smart investment whose full ROI could include success expansion to multiple stores.

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FINANCE

Tyco minds the store with latest acquisition

BY Dan Berthiaume

Security technology specialist Tyco International plc is continuing to expand its focus on providing store analytics to retailers.

Tyco has reached a definitive agreement to acquire ShopperTrak, a global provider of retail consumer behavioral data and location-based analytics, for approximately $175 million in cash.

Based in Chicago, ShopperTrak provides customer traffic and related intelligence to more than 1,200 retailers in 97 countries.

ShopperTrak’s offerings include solutions for perimeter traffic counting, in-store consumer behavior analytics and industry benchmarking. The addition of ShopperTrak to Tyco's recent acquisition of FootFall, a global provider of retail traffic analytics based in the U.K., will capture data from 35 billion shopper visits annually.

"Tyco is working with the world's leading retailers to meet their omnichannel needs and respond to changing consumer behavior,” said Girish Rishi, Tyco's executive VP North America integrated solutions & services and global retail solutions. “The ShopperTrak acquisition will enable us to help retailers effectively improve the shopper's experience, thus enhancing their revenues and profitability."

Tyco is promoting both the ShopperTrak and FootFall acquisitions as expanding the inventory visibility and loss prevention capabilities it offers retailers, while also leveraging Tyco’s core strategy of capturing data through Internet of Things (IoT) connected devices.

With this acquisition so closely following Tyco’s July 2015 FootFall purchase, it is clear that Tyco is widening its focus from security and loss prevention to in-store analytics and customer experience. Other major in-store analytics providers, such as RetailNext, will need to keep a close eye on Tyco and possibly consider some expanded functionality of their own.

This transaction, which is subject to customary closing conditions and regulatory approvals, is expected to close in Tyco's fiscal second quarter.

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MARKETING/SOCIAL MEDIA

PetSmart creates new omnichannel holiday

BY Mike Troy

National Fetch It Day is the name PetSmart has given an online promotion with an across the board discount to incentivizes shoppers to pick up their order in store.

While most retailers are touting “order by” dates and times for guaranteed arrival by Christmas, PetSmart has displayed some marketing creativity with its unique National Fetch It Day promotion on Dec. 23. The retailer plans to offer 10% off shoppers’ entire online order when they select the in-store pick-up option, which is worthwhile investment of margin dollars since shoppers are likely to make additional purchase when they retrieve their orders.

“December 23 is a busy shopping day for so many, and National Fetch It Day, aptly named because shoppers fetch their own online purchased goods, is a great way to get last-minute gift shopping complete,” said Eran Cohen, PetSmart’s chief customer experience officer. “This option truly offers the best of both worlds for our pet parents – the convenience of shopping online from home or while on-the-go via a mobile device and then simply swinging by any one of our conveniently located 1,440-plus stores across U.S. to pick up their gifts just in time to place under the tree.”

PetSmart said it has expanded its holiday line of treats including the classic holiday cut-out frosted cookie treats, as well as a broader range of seasonal flavorings including prime rib, honey roasted ham, dolce latte, holiday spice, peppermint bark, cinnamon and peanut butter-flavored lumps of coal.

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