Roadchef, the UK motorway service area operator with 28 sites covering the motorway network, has been using improved footfall data to boost business performance

Roadchef, the UK motorway service area operator with 28 sites covering the motorway network, has been using improved footfall data to boost business performance

As part of an ongoing growth plan of expansion and modernisation to improve profits and the customer experience, counters were installed in the Roadchef sites for the Synovate Retail Performance Shopper Count solution measure footfall in the entranceways to the main thoroughfares and male and female toilets.

The company was interested in seeing if the data backed up the knowledge they had acquired from the airport industry, particularly in regards to whether customers were happier using newly designed area with better seating and a more ambient atmosphere as well as trusted High Street brands. The findings backed up the business initiative showing a 20% increase in catering volume and increased conversions.

Adding to retail intelligence

On a weekly basis, the Synovate footfall report is analysed by an in-house data expert at Roadchef and from it underperformance and areas for improvement across the estate are identified. This information is then shared on a weekly call with all of the 20 service station directors, who are responsible for each of the sites. Additionally, a whole host of business metrics are reviewed, which are fed into the company’s business intelligence (BI) solution. These include quality performance, finance and labour.

The company now has the ability to look at footfall and conversion across the estate on a comparative basis, as well as looking in depth at particular sites. It has learned from the analytics and is now using the information to identify peak hours and seasonal trends. It also determines the number of staff serving, ensuring the best person for the job is available at these high footfall times, for example, having the right number of faster till operators. As well as increasing conversions, this has also had a positive impact on the customer experience.

Roadchef has also used the information to review the order of which sites in its estate to develop and regenerate first. By reviewing the conversion data from the Synovate solution and matching it with information from The Highways Agency, it has given the business a much clearer picture of where the opportunities are and which sites need investment as a priority.

Underpinning project success

Simon Turl, chief executive of Roadchef, said: “Analysing information from the data captured by the Synovate solution has been absolutely fundamental to the success of this business initiative. By looking back historically at data to improve business performance, we have been able to capitalise on opportunities, particularly with regards to customer service and the speed of transactions.

"Our footfall data is now used as part of our management incentive programme for site directors who are rewarded if they increase conversion rates along with other metrics. The most crucial consideration for us was the accuracy of the data and we are extremely impressed with the Synovate solution.”