Hyper U Les Arcs / Sud Dracenie – Retail Analytics to power smarter operation and marketing in a shopping gallery
Hyper U Les Arcs / Sud Dracenie ‘shopping gallery’ in the south of France has much to offer to its customers. The shopping gallery features 35 retail stores which offer visitors food and wine, fashion and footwear, and health and beauty as well as a 4.5 thousand square metre Hyper U Hypermarket, making it a popular shopping destination in the area.
Hyper U shopping gallery didn’t use any retail analytics and, due to the lack of historic and real-time shopper traffic data, they had an incomplete understanding of visitor trends throughout the year and the impact of seasonal peaks and weather.
The management team had no traffic data to utilize as a planning resource or for benchmarking when working on marketing operations and commercial activities. Most of their marketing decisions were based on the hypermarket data: number of receipts, turnover, and seasonal events. This would exclude shoppers who only visited the rest of the mall and not the hypermarket. It meant that they could not calculate total visitor numbers, dwell times and conversion rates.
From the people counting sensors, to the data capabilities, Hyper U implemented ShopperTrak solutions. Key criteria was usability and ease of implementation. They wanted a turnkey solution – with a user-friendly dashboard that would provide day-to-day support for their team. This partnership gave their team access to qualitative data for operational and marketing use.
As a first phase, they sought to understand traffic trends within the shopping gallery. The traffic data they now have covers hourly, daily, weekly and monthly traffic. This has helped them recognize the impact of marketing events, commercial operations, customer incentives, and weather conditions on visitor numbers, as well as weekly and seasonal trends.
Now, they know when peak hours and peak trading days will occur and their weekly and monthly reports help shape their marketing decisions. They are already looking to add additional sensors at the entrances of the hypermarket, so they can get clear visibility on visitor flow between the gallery and the hypermarket. This will help them tailor their operations and marketing actions and evaluate the impact of their actions on traffic and make changes accordingly.