You wouldn’t buy a new car today without built-in analytics monitoring performance, and flashing warning signs Yet retailers invest hundreds of thousands of pounds, euros and dollars in stores without any capability to monitor their performance other than through traditional traffic counting, POS transactions and total store conversion. The rest of the store, and the story it tells, is a mystery!

1. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
why all new stores should include customer analytics:
blue touch-paper no.12
another blue-touch paper
from VM-unleashed! Ltd
insights that ignite
blue touch-paper No. 12
why all new stores
should include
customer analytics?

2. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
why all new stores should include customer analytics:
blue touch-paper no.12
• You wouldn’t buy a new car today without built-in analytics
monitoring performance, and flashing warning signs
• Yet retailers invest hundreds of thousands of pounds, euros and
dollars in stores without any capability to monitor their performance
other than through traditional traffic counting, POS transactions
and total store conversion.
• The rest of the store, and the story it tells, is a mystery!
Wouldn’t you like to know…
• Traffic patterns throughout the store, “hot-spots” and “cold-spots”
across each floor, and traffic flow between different floors?
• Traffic, attraction, dwell, engagement and conversion by
department, zone or display area
• Impact of focal points, graphics and feature displays
• Queuing patterns and impulse attraction & conversion
• Fitting room traffic flow and queuing patterns
VMAnalytics & New Store Designs
Unlocking the mysteries of the physical store, and the stories it tells
The cost of initial investment and
installation of VMAnalytics in a
500sqm store
<£20000
1st third of the store
Traffic flows
Traffic split
Attraction of wall displays
Dwell times of opening displays
Dwell conversion of tables
Engagement of mannequins
Conversion rates of busts
New display techniques,
Fixtures & Fittings
Attraction to new wall displays
Dwell times at new wall displays
Dwell conversion at new displays
Comparison of old/new techniques
Changes to traffic flow
Engagement of new & old
Conversion rates of new & old
Store Traffic Flow
Traffic counting at destination points
Monitoring of main aisle traffic
Traffic between floors
Traffic at inter-floor junctions
Attraction to focal points
Dwell times at key junctions
The average cost of design,
development and build of a new
500sqm store
>£500000
PeopleCounting
Traffic Counting only
Analysis of:
Entrance traffic
Coverage of:
Store entrance
Cameras:
1
Permanent
Non-flexible
VMAnalytics
In-depth and long term
overview of stores &
strategic departments
Analysis of:
Entrance traffic
Store traffic
Store Engagement
Zone Traffic
Engagement Rate
Dwell Times
Dwell Conversions
Sales Transactions
Store Conversion
Staff ratios
Coverage of:
Total store traffic and
key department with
high space coverage
Cameras:
10+
Permanent
but flexible
VM Analytics offers the capability to measure
many store experience KPIs across important
areas of a new store, with conversions and
dwells by department and zone, in addition to
total store traffic and sales conversion which
is the limit of traditional people counting.
Queuing at tills/services
Traffic flows
Queuing levels & patterns
Impulse engagement
Impulse dwells
Impulse conversions

3. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
why all new stores should include customer analytics:
blue touch-paper no.12
The Anatomy of Analytics
Customise your counting, measure your success, meet your objectives
Number of Stores
Measured
Duration of
Measurement Number of
Measurements
Per Store
1. InstantAnalytics
2. VMAnalytics
3. VMAnalyticslight
4. PeopleCounting
What is in-store analytics?
• In-store analytics uses store cameras and analytics software
to measure customer movements and actions inside stores
• The data can be accumulated and extrapolated to give unique
insights into where stores are failing and where opportunities lay in
terms of guiding customers to a wider variety, and more beneficial
parts, of a store, getting them to dwell for longer in areas and at
specific displays, and where, when & how to convert more visitors
into browsers and then into purchasers.
• The 3 parameters to consider when measuring data are:-
1. The number of things you want to measure per store
2. The number of stores you want to measure
3. The duration of time you want to measure for
• To select the correct scope and depth of analytics investment,
it is important to be clear what your objectives are:
• To measure specific issues quickly and with purpose
• To measure a range of issues over time
• To create a store to continually test, measure, improve and
implement new store, sales & marketing initiatives
• To simply measure store traffic
1. Instant Analytics
The objective is to understand
quickly and cost-effectively what
is happening in a specific area of
a store.
Cameras are installed and set up
temporarily in a matter of hours
with data gathered and analysed
over the following days.
The temporary low-cost nature of
InstantAnalytics allows the
camera set-up to be moved
periodically to different areas of
the store to measure and
understand different issues.
InstantAnalytics even allows for
an “Analytics Calendar” to be
employed to measure in turn, the
impact of new store initiatives,
seasonal displays, promotions,
events & marketing campaigns.
2.VMAnalytics
The objective is to understand in
more-depth and for a longer
period of time how a store and
store departments are working.
Retailers may employ a couple
of full VMAnalytics stores
covering strategic cluster or
locations.
VMAnalytics is best used as a
tool to continuously test,
measure, improve and
implement new store initiatives,
displays, sales & marketing
campaigns.
3.VMAnalyticslight
Simply a lighter and less
expensive version of
VMAnalytics. Retailers may
develop several of these stores to
cover a complete variety of store
situations and geographical
clusters.
4.PeopleCounting
One camera located at the
entrance of every store to
measure traffic into and out of the
store

4. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
why all new stores should include customer analytics:
blue touch-paper no.12
VMAnalytics monitors customer shopping behaviour using store
surveillance cameras, and transforms the behaviour patterns
into statistical data and links to live POS data
VMAnalytics calculates not only traditional store conversion rates but
never seen before KPIs such as:
• Engagement Conversion - % of total traffic at specific displays
• Dwell Times - average time spent engaging with displays
• Dwell Conversion rate - % of people who dwelled that bought
• ‘Transaction Value’ & ‘Items per Transaction’ for specific
ranges, displays and store areas
VMAnalytics assesses the KPI evidence and transforms it into
decisive store actions
For the first time retailers can see the direct impact on
conversion and sales of product displays and visual
merchandising initiatives for specific ranges in specific locations.
Never before have retailers been able to give such an accurate
and precise answer to the perennial question:
“What is happening in my store?”
• Are shoppers engaged
• Are my offers working?
• Which promotional messages sell best?
• What graphic design principles are attracting customers?
• What is my optimal store layout?
• Which fixtures and furniture are most effective?
• Which packaging is most effective?
• Which product display techniques attract attention & sell?
• Which product groupings – single product, categories,
coordinated categories or themes attract & sell?
• Is my new assortment attracting interest?
• Are customers being attracted to displays but not buying?
• Are customer buying from a display, but not enough are being
attracted to it?
• Which window treatments attract customers into the store?
• How do i set staff schedules to maximise sales?
• Does shopper behaviour vary by store location?
…for more information please call Tim Radley
+44 (0)7967 609849.
VMAnalytics! from VM-unleashed!
Answering the perennial question:
“What is happening in my store?”
VM-unleashed is a retail
specialist consultancy working
with clients throughout Europe
on training & implementation.
Tim Radley is the founder and
Managing Director and has
been working with best practice
European retailers for over 20
years including:-.
All Saints, Camper, Boots,
Carrefour, Primark, Otto
Versand, Cortefiel, Oviesse,
Coin, Springfield, Motivi,
Adidas, Sonae, Alessi, Aena,
Marks & Spencer, KappAhl,
Imaginarium, Porcelanosa,
Clarks, Aldeasa, Pepe Jeans,
Trucco, Sony, Koton, Oltre,
GasNatural, Orange…

5. VM-unleashed Ltd!
11 Moat Farm
Royal Tunbridge Wells
Kent TN2 5XG
UK
Tim Radley
Managing Director
tim.radley@vm-unleashed.com
07967 609849
www.vm-unleashed.com
pinpointing & delivering ROI opportunities in physical & online stores
from VM-unleashed! Ltd

6. VM-unleashed Ltd!
11 Moat Farm
Royal Tunbridge Wells
Kent TN2 5XG
UK
Tim Radley
Managing Director
tim.radley@vm-unleashed.com
07967 609849
www.vm-unleashed.com
pinpointing & delivering ROI opportunities in physical & online stores
from VM-unleashed! Ltd