Case Study: Belle international Traffic Intelligence with Tyco

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Belle International Holdings
Limited is the number one shoe
retailer in the People’s Republic
of China, operating thousands of
retail outlets in mainland China and
170 retail outlets in Hong Kong
and Macau. They offer their own
label and a variety of brand name
shoes including Hush Puppies,
2Gether, Mirabelle, Belle, Teenmix,
Staccato, Tata, Fato, JipiJapa, Joy
& Peace and Bata.
In such a vast market area, Belle
sought to analyze customer
behavior and increase conversion
rates (converting shoppers
into buyers) across its network
of stores in Hong Kong and
Macau. They chose Tyco’s Traffic
Intelligence solution provided by
ADT Hong Kong to gain valuable
information about their in-store
shoppers and store locations.

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Case Study: Belle international Traffic Intelligence with Tyco

  1. 1. Retail Case StudyBelle InternationalImplementsTyco’sTraffic IntelligenceSolutions to Help Improve the Bottom LineSafer. Smarter. Tyco.TM
  2. 2. TrafficIntelligenceRetail Case Study / Belle International// SummaryIndustry: Men & Women’s footwear Solutions: Traffic intelligence Benefits: Track conversion People countingChallengeThe majority of Belle’s stores are locatedin shopping malls, often with differentbrands in the same mall. Knowing howmany people frequent each store andat what time is essential to determinehow stores are comparing with eachother and how many shoppers are in thestores. Operational factors include howmany sales people are required, salesrates and which promotions are attractingshoppers.Additionally Belle wanted to evaluatestore locations within the malls and gaininsight to negotiate potentially betterfees with landlords.Project ScopeFollowing a pilot in several stores in 2009,Belle deployedTyco’sTraffic Intelligence inall of their Hong Kong and Macau stores.Recognizing that traffic information wascritically important to Belle, ADT HongKong provided rapid response time toget the solution in place and operational.Additionally, Belle’s management valuedthe quality performance of the system,as well as its strong relationship withADT for a skillfully executed deploymentthat achieved winning results.Belle made a significant investment inTyco’s Traffic Intelligence solution for alltheir Hong Kong and Macau locations andplans to continue with deployments in allnewly-opened stores. Their typical outlet,with an average size of 500 square feet,utilizes one to two traffic sensors, whereasthe larger stores are equipped with up tofive traffic devices.Belle International HoldingsLimited is the number one shoeretailer in the People’s Republicof China, operating thousands ofretail outlets in mainland China and170 retail outlets in Hong Kongand Macau. They offer their ownlabel and a variety of brand nameshoes including Hush Puppies,2Gether, Mirabelle, Belle, Teenmix,Staccato, Tata, Fato, JipiJapa, Joy& Peace and Bata.In such a vast market area, Bellesought to analyze customerbehavior and increase conversionrates (converting shoppersinto buyers) across its networkof stores in Hong Kong andMacau. They chose Tyco’s TrafficIntelligence solution provided byADT Hong Kong to gain valuableinformation about their in-storeshoppers and store locations.
  3. 3. Solution HighlightsBelle selectedTyco’sTraffic Intelligencesolution for several reasons:// Counts side-by-side traffic and tracksmultiple people simultaneously// Compares people counting informationto sales transaction data allowing Belleto calculate the rate of sales percustomer visit// Distinguishes between incoming andoutgoing shopper traffic// Detects and counts the number ofshoppers entering and leaving a store,placing a time stamp on each count toprovide detailed reports highlightingimportant dataRetail Case Study / Belle InternationalAdvantageBelle InternationalThe company now has the intelligence to determine conversionrates, effectiveness of marketing campaigns and even supportrent negotiations with landlords – all contributing to theirbottom line.ResultsBelle benefits significantly from trafficintelligence as it provides them withessential count data for their analyticsystem. Based on these figures, they areable to generate full dimension reports andanalyses such as period-to-period and year-to-year comparisons.An additional advantage is that it enablesthe company to compare its differentbrands with each other. With thesystem, Belle can evaluate the generalattractiveness of each brand – which isusually collocated in the same shoppingmall, sometimes even next to each other.The highly valuable insights gained withthis approach provide the company witha basis for many analyses such as whereto open new shops or how to timepromotions.The company now has the intelligence todetermine conversion rates, effectivenessof marketing campaigns and even supportrent negotiations with landlords – allcontributing to their bottom line.
  4. 4. Safer. Smarter. Tyco.TMBelle_International_CS_RTL_05-2013_A4_TRSGlobal strength. Local expertise.At your service.Copyright © 2013 Tyco Retail SolutionsAll rights reserved. TYCO RETAIL SOLUTIONS,SENSORMATIC, TrueVUE and the productnames listed in this document are marksand/or registered marks. Unauthorized useis strictly prohibited.www.tycoretailsolutions.comNorth America Headquarters1501 Yamato RoadBoca Raton, FL 33431United StatesPhone: +1 877 258-6424Latin America Headquarters1501 Yamato RoadBoca Raton, FL 33431United StatesPhone: +1 877 258 6424United Kingdom/Ireland RegionalHeadquartersSecurity House, The SummitHanworth RoadSunbury-on-ThamesMiddlesex. TW16 5DBUnited KingdomPhone: +44 1932 743 432Continental Europe HeadquartersAm Schimmersfeld 5-740880 RatingenGermanyPhone: +49 2102 7141 0Asia-Pacific HeadquartersNo.26 Ang Mo Kio Industrial Park 2Level 1Singapore 569507Phone: +65 63898000South Africa Headquarters1 Charles CrescentEastgate Ext 4, SandtonSouth AfricaPhone: +086 12 12 400Leverage our strengthand experienceTyco Retail Solutions is a leading globalprovider of integrated retail performanceand security solutions, deployed todayat more than 80 percent of the world’stop 200 retailers. Customers range fromsingle-store boutiques to global retailenterprises. Operating in more than 70countries worldwide, Tyco Retail Solutionsprovides retailers with real-time visibilityto their inventory and assets to improveoperations, optimize profitability andcreate memorable shopper experiences.The Tyco Retail Solutions portfolio forretailers is sold direct through Tycobusinesses and authorized businesspartners around the world.Tyco Retail SolutionsGlobal HeadquartersFreier Platz 10CH-8200 SchaffhausenSwitzerland

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