Conversion in fashion at Jack Wills
Thursday May 9 2019
Lifestyle and fashion brand Jack Wills is looking to boost sales with new conversion software
In an effort to drive Q4 sales, Jack Wills partnered with ShopperTrak, to devise and run a six-week in-store incentive scheme, aimed at increasing conversions.
The incentive ran as a weekly ‘league’ style competition whereby two leagues of six stores would compete against each other to achieve the best improvement on conversion each week.
It ran over the Christmas peak trading period, involving 12 of Jack Wills’ city stores.
To achieve the greatest success the teams utilised ShopperTrak’s analytics platform to align and determine labour scheduling to the expected peaks in shopper numbers and power hours of each individual store.
Results for the six-week period confirmed that across the entire 97-store estate, footfall and sales had increased.
However, through educating in-store associates on how to maximise on ShopperTrak’s reporting and analytics platform capabilities, stores in the incentive scheme increased their sales by 39% and conversion by 52% more than other stores not taking part in the scheme.
Craig Hughes, global head of retail operations at Jack Wills, said: “By working directly with the ShopperTrak consultancy team on a Conversion Incentive Programme we were able to receive useful advice and tips tailored to specific business needs, and a steer on strategy needed for long-term use of traffic data across the organisation.”