ipsos retail performance

MEASURING, MANAGING AND IMPROVING BUSINESS PERFORMANCE

Peter Luff, President

Andy Hart, EMEA Mall & UK Retail Business Development Manager

IPSOS RETAIL PERFORMANCE

© Ipsos Retail Performance | Retail | Internal Client Use Only | Version 1

SUMMARY1. INTRODUCTIONS

Who IRP are and our history

2. HOW WE HAVE BEEN HELPING OUR CLIENTS FOR 30+ YEARS

Solution Overview

3. AUTOMATIC COUNTING

Why count customers?

4. SOCIAL DISTANCING OCCUPANCY SOLUTION

5. THANK YOU AND QUESTIONS

2 ‒

© Ipsos Retail Performance | Retail | Internal Client Use Only | Version 1 3 ‒

IPSOS – A STRONG PRESENCE IN 89 COUNTRIES

1975 1990 1997 20111999

1st acquisitions

outside France

Ipsos acquires

Synovate1st acquisitions

outside Europe

NA + LatAm

Ipsos quoted on

the Paris Stock

Exchange

Euronext

Founded in Paris, France

• 89 countries

• Over 16,000 employees

• 3rd largest Market Research firm worldwide – over 40 years' experience

• Over 5000 clients worldwide

2018

Ipsos acquires 5 GfK

research divisions


RETAIL PERFORMANCE –OUR HISTORY

2018

Full store tracking with 200 linked cameras

SPSL became part of Synovateas Retail Performance – a market research arm of Aegis Group plc.

2007

2006

The KPMG/Ipsos Retail Think Tank (RTT) conceived to provide an authoritative, credible and trusted window on what is really happening in UK retail.

1989

SPSL discovers the need for People Counting in retail. Creating the first ever infrared customer counting system

2018

IRP acquires the ongoing business of Viewsy, a retail location analytics business

2019

30 years in customer counting, providing services to 50+ countries

2011

The acquisition from Ipsos, places Retail Performance in the family of the worlds 3rd largest market research company.

2010

Delivery of First of the market unique Kiosk Traffic Counting solution.

2011

V1.0 release of FusionHubcloud reporting which upgrades continually for existing clients

2015

Launch of Shopper Mobile &Shopper Profile

2016

First Installation of Occupancy Counting

2019

First QSR Queue implementation

2017

V1.0 release of Ipsos Traffic Count App (IoS/Android)

2009

Creation of Shopper Engage

2020

RP mergers with MS/RCI as Ipsos Channel Performance

Social Distancing Occupancy Live Solution is developed

2019

First Airport Queue installed

2017

1st Ipsos Retail Performance Client Forum


ABOUT US

The foremost name in

retail monitoring technology,

an essential part of improving

the customer experience and

providing essential insights that are

key to informing a successful strategy.

3.1 BILLIONVISITS

8000+LOCATIONS

50+GLOBAL LOCATIONS

30+YEARS EXPERIENCE

>95%FOOTFALL ACCURACY


A SELECTION OF OUR CURRENT CLIENTS


OUR ACCREDITATIONS

IPSOS Retail Performance is qualified for ISO27001 ISO9001 and ISO20252

IPSOS Retail Performance is a BRC, NRF and Revo associate member

IPSOS MORI was in 2008 the first research agency in the world qualified with the ISO27001

(international quality standard with very strict rules on data confidentiality)

7 ‒


HOW DO WE HELP OUR CLEINTS MEASURE, MANAGE AND IMPROVE?

8 ‒


COMMON BUSINESS CHALLENGES

How many

customers

visit our

stores?

What are the

busiest times

for my

stores?

Who are my

top/bottom

performers?

Is our

marketing

attracting

more

customers

and if so

who?

Where do

customers

go in store

and how long

are they

spending?

What is my

average

conversion

rate and how

can I

benchmark this

companywide?

What are the

demographics

of our

customers?

What is my

peel off rate?

What is the

current

occupancy?What is my

real-time

footfall?Is my store

layout

working?What are the

hot spots in my

store/mall?

© Ipsos | Doc Name10 ‒

Shopper Profile Shopper Mobile

Social Distancing Occupancy LiveShopper Count

Shopper Engage

Solution Matrix


SHOPPER COUNT

11 ‒


PEOPLE COUNTING

Count customer volumes, track movement and shopping habits to help measure,

manage and improve performance.

Monitor brand strength

Add valuable insights for staff

Optimise staff availability based on footfall

Plan staff scheduling

Use insights to plan redesign and space allocations

12 ‒


Let’s review our store performance based on just transaction data…

Transactions

ATV

Sales

100

£50

£5,000

126

£50

£6,300

But what if we look at Traffic and Conversion Rate…

Performance Last week This week

Verdict:

Transactions have increased week-on-week and ATV has stayed the same, therefore sales have increased week-on-week.

This week the store performed better.

WHY COUNT CUSTOMERS?


Performance

Transactions

ATV

Sales

Footfall

Conversion Rate

100

£50

£5,000

1000

10%

126

£50

£6,300

1500

8.4%

Verdict: There was a big promotional event which drove additional footfall to the store. The store’s Conversion Rate fell from 10% to 8.4%.

This week the store didn’t convert as well as the week before, the store didn’t make the most of the additional Traffic.

The marketing spend has been waisted!

Had the store managed to convert customers at the same rate (10%) then this week the store would have taken Sales of £7,500!

Assume that…

Last week This week

Traffic Conversion Rate

Average Transaction Value

Salesx x =

COUNTING CUSTOMERS GIVES A CLEAR UNDERSTANDING OF STORE PERFORMANCE


Gross Sales

Transactions Average Value of Transaction

In Store Ops ▪ Product Mix ▪ Stock Levels▪ Store Ambiance▪ Merchandise▪ Customer Service▪ Staff Interaction

Conversion Rate

Store Footfall

Marketing▪ Online▪ Brand ▪ Advertising Promotions▪ Visual Displays

Location▪ Location▪ Catchment size▪ Penetration into Market▪ Frequency

THE ROLE OF CUSTOMER COUTNING


CLIENT ENGAGEMENT / PROJECT EXECUTION CYCLE

16 ‒


SURVEY THROUGH TO INSTALLATION & AUDIT

Survey

Installation

Audit

1st Pass Validation

2nd Pass Validation

Reporting

17 ‒



Design

18 ‒


DESIGN–FOOTFALL COUNTING TECHNOLOGY

ToF Imaging

Irisys

Vision Sensing System

Brickstream

Ipsos Retail Performance works with tried and tested global partners to offer the most advanced

footfall counting technology on the market

The Vector 4D is Irisys’s latest device and

uses a Time of Flight (ToF) sensor. It is

not affected by shadows or reflections

and works accurately in high contrast

environments.

The Brickstream 3D stereo is Flir’s latest

device and uses 2 lenses to analyse the

environment in three dimensions. It adjusts

automatically to environmental conditions

such as changes in lighting.

19 ‒



Polling /

Validation

20 ‒

ACCURACY

MATTERS• Reliable data capture and

data fusion system

• “First pass” validation via automated

pattern recognition software and

reporting code referral

• “Second pass” validation via

intervention by 24/7 customer

service team using remote-

access diagnostics and store

contact


THE IMPORTANCE OF DATA VALIDATION

ISO ACCREDITED

When you are making

decisions on staffing levels,

opening hours, you need to

be sure that the data

informing your conclusions

is accurate. Ipsos Retail

Performance has developed

an ISO accredited data

validation process to ensure

that our clients can rely on

the information we provide

every day. We are proud of

our ability to deliver

consistent, correct data.

AUTOMATIC AND

MANUAL CHECKS

Each day our systems

check that all hardware is

operating, and all sensors

are providing data. Each

dataset is then verified and

validated, with any

exceptions flagged for

immediate investigation.

24/7/365 CUSTOMER

SERVICE/VALIDATION

Our Customer Services

team will contact to check

any unusual patterns and, if

needed, resolve any

location level issues.

Diagnostics and

adjustments can normally

be done remotely but if

necessary, our field

engineers are on hand to

resolve any technical

matters swiftly and without

affecting trading.

CONSISTENT DATA

DELIVERY EVERY DAY

This focus on data validity,

coupled with our ongoing

audit and maintenance

service, means you can be

sure that Ipsos Retail

Performance will supply you

the information you need to

make those critical

decisions.

1 2 3 4


VALIDATIONS – “LIFETIME” ACCURACY CONCEPT

…all quality controlled processes.

23 ‒

Stage 1

Auto

Validation

First pass

verified

Stage 2

Manual

Validation

Validation

complete

HOURLY 24 HOURS

72 HOURS48-72 HOURS

Overnight

data

collection

Near Real

Time

reporting

Remote checks:

1. Check store history & estate

2. Contact store to troubleshoot

3. Data is accepted or amended

Flags any missing/erroneous data

or anomalies outside of expected

trend vs. WOW/YOY



Analytics /

Reporting

24 ‒


ANALYTICS AND REPORTING

Hosted web-reporting serviceand mobile app

Text file transfer Specialist ad hoc reports

1 2 3

area region company

year -

on-

year

rolling 14 day text file with

flagged validation codes

Client data warehouse

25 ‒


STORE REPORTS QUARTERLY SETS TRAFFIC LIGHT REPORT

Traffic and conversion is displayed

in both tabular and graph format.

The view can be amended to

hourly, daily, weekly or monthly.

9 reports related to performance in

a 13 weeks’ period. Quarterly,

weekly and daily reports are also

available.

Provides a visual representation of

conversion rates above or below

the average rate achieved for a

store.

26 ‒

REPORTING VISUALS

27 ‒

IPSOS TRAFFIC COUNT APP

The Ipsos Traffic Count App was designed by our clients which is emphasised in how

easy it is to use when accessing the data. From yesterday’s data to the week ahead

(Outlook Report) it really is the must have App for store managers. Using historic

data store managers can get a value on ‘What If’ they increased their conversion

rate, what is the increase in revenue?



Account

Mgmt

28 ‒


ANALYTICS AND REPORTING

REGULARITYCOMMUNICATE ALL THE TIME

PROJECT MANAGERON HAND FOR TECHNICAL SUPPORT

TRAINING HOW TO REVIEW DATA EFFECTIVELY

24/7/365CUSTOMER SERVICE

29 ‒


“knowing our predicted hourly footfall levels, transformed

our workforce scheduling, we are now able to match sales

teams to customers to really optimise conversion”.

David Botfield, Retail Operations Director

EE

30 ‒



SOCIAL DISTANCING LIVE OCCUPANCY

32 ‒


33

Due to the COVID-19 pandemic, all businesses

are having to comply with restrictions on the

number of visitors at sites. Our Live Occupancy

Counter can help measure and manage your

occupancy levels to help comply with these

new restrictions.

LIVE OCCUPANCY COUNTER

—


WE CAN HELP YOU COMPLY WITH OCCUPANCY LIMITS

34 ‒ © Ipsos

Eliminates manual management of occupancy levels, enabling operations

team to allocate resources to other critical tasks

Set and define your store/site occupancy thresholds

Live occupancy dashboards and automatic notifications

Multiple doors and wide entrances

24/7/365 support and remote set up available

Quick and easy setup that’s self-installable


HOW THE TECHNOLOGY WORKS

We have a multitude of sensors

available that ensures all

environments are covered. This can

include both indoors and outdoor.

Sensors are installed above each

entrance/exit point and can be

installed by one of our engineers or

self-installed, measures are in place

to ensure our staff are following

government guidelines.

Individuals will be counted in/out the

desired location and in turn the

occupancy levels will change

accordingly.

https://www.youtube.com/watch?v=KiuWw7zY-pE


We understand that a Social Distancing solution will need to be

installed in a wide range of locations; whether that be for a retail

store, an office building, toilet facilities, staff rooms or warehouses.

Which is why we have developed 3 options for you.

The options range from having a front of house display for a single

entrance with no network connectivity (option 1), multiple entrances

that require network access (option 2) through to full reporting, front

of house display and audit process (option 3)

To make things easier we have detailed each option in detail

before…

36

What are my options?


EACH OPTION ENABLES YOU, AND YOUR CUSTOMERS, TO VIEW THE DATA IN DIFFFERNT WAYS

1.Set occupancy threshold and monitor the number of people entering

2.Occupancy levels will change in real-time

3.Stay informed when capacity levels are breached with email alerts

4.Occupancy can be displayed on screens at entrance points


KEEPING CUTOMERS / STAFF VISITORS INFORMED

By installing screens at entrance point you are able to keep everyone informed at all times.

This message can be personalised:

& provide multi instance on a single screen for multiple zones


Addresses the need as a local tool to measure Occupancy

automatically to support social distancing measure.

The solution can be deployed at a single entrance using one camera

for any shared space:

39

Software runs

on a local PC;

real time

updates – No

cloud lag

Self

Installable

Reduces

manual

counting

errors

Option to

drive screens

and control

automated

doors

No need to

involve IT

department

LOCAL INSTANCE SINGLE

SITE, SINGLE DOOR (Option 1)


Similar to a single door but now allows multiple cameras to be

linked.

40

Software runs

on a local PC;

real time

updates – No

cloud lag

Self

Installable

Reduces

manual

counting

errors

Option to

drive screens

and control

automated

doors

Cameras

report back to

local PC via

client network

LOCAL INSTANCE SINGLE

SITE, MULTI OR WIDE DOOR

(Option 2)


The benefits of a single site in terms of reporting speed, but

with the advantage of central management of sites and auditing

41

All the

benefits of the

locally hosted

approach

Reporting

platform +

App

Ipsos certified

counting

Ipsos ongoing

audited

accuracy

levels

Historic audit

trail for

compliance

across estate

IPSOS CLOUD HOSTED +

LOCAL INSTANCE (Option 3)

© 2020 Ipsos. All rights reserved. Contains Ipsos' Confidential

and Proprietary information and may not be disclosed or

reproduced without the prior written consent of Ipsos.

CHANNEL PERFORMANCE:

Research solutions for improving performance across

all customer touchpoints to ensure success during and

long after the COVID-19 crisis


43

CONTACT CENTRE EVALUATION—COVID-19 has shifted how customers

interact with your brand. Evaluating your

contact centre’s ability to drive sales,

retain customers, resolve issues, and

deliver experiences that reflect your

brand promise will drive ongoing

success and consumer loyalty long after

the pandemic…

Call backs IVR complexitiesCall backs

Overly long

conversations

Transfers On holds

Call waiting

times

IVR complexities

Factors

measured by

Mystery

Shopping to

help reduce

inefficient use

of agent time

What drives inefficiencies?


44

DIGITAL FULFILLMENT ASSESSMENTS—‘Lockdown’ and social distancing

mandates are prompting consumers to

interact with brands digitally at an

unprecedented rate. Whether by individual

touchpoint or collectively along your

customers’ digital journey, Digital

Fulfillment Assessments can ensure

you and your channel partners are

delivering to brand standards,

governmental mandate, and customer

expectations...


45

Designed to ensure consistent

application of brand and safety

standards in this rapidly evolving

customer engagement environment, all

while minimising customer and

employee risk of exposure.

HEALTH & SAFETY MICRO-SHOPS—


46

Ensures your physical locations are

acting on immediate strategies, have a

heightened focus on maintaining social

distancing, are posting virus-education

signage, and are providing / maintaining

a comfortable environment for all age

groups…

SOCIAL DISTANCING & SITE COMPLIANCE—


47

Measures performance of

end-to-end online

ordering processes –

from the initial online

purchase through the in-

store/curbside pickup or

delivery – and adherence

to new contactless

handoff methodologies...

PICKUP & DELIVERY AUDITS— Notification

Email, text, etc.

Timeliness

Clarity and accuracy of pickup/curbside/delivery instructions

Online Purchasing

Ease of finding items

Checkout and payment

Item availability

In-store and Curbside Pickup

Readiness of items

Location cleanliness & ease

of access

Experience (wait times,

compliance with

instructions)

Staffing (social distancing,

customer interactions, etc.)

Delivery

Timeliness of arrival

Order accuracy

Delivery method (contactless, etc.)

Food/grocery temperatures

Overall Experience

Likelihood of recommending or using service in the future

Net Promoter Scores (NPS)

THANK YOU & QUESTIONS


WOBBLEOMETER!

Daily Profile of Store Traffic & Conversion Rates: 100% Accuracy versus +/- 20% Inaccuracy

<< click white button to see the impact of another + / - 20% random scenario

To

09:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00

After

20:00 Day Diff

Traff ic Current (Accurate) 19 190 391 573 723 820 872 792 692 507 350 13 0 5,944

Traff ic (+/- 20%) 22 177 337 591 590 891 877 855 725 563 326 13 0 5,968 0.4%

Conversion Rate (Accurate) 32.5% 33.9% 33.9% 33.2% 33.5% 32.9% 28.3% 32.9% 31.9% 32.9% 32.5% 30.9% 32.3%

Conversion Rate (w ith Traff ic Inaccuracy) 28.6% 36.4% 39.3% 32.2% 41.1% 30.3% 28.2% 30.4% 30.5% 29.6% 34.9% 30.7% 32.2% -0.1%

Traffic % Difference 14% -7% -14% 3% -18% 9% 1% 8% 5% 11% -7% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0

200

400

600

800

1000

1200

1400

To 09:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 After20:00

Co

nve

rsio

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ate

HourlyTraffic

Traffic Current (Accurate) Traffic (+/- 20%) Conversion Rate (Accurate) Conversion Rate (with Traffic Inaccuracy)


Euro

Pounds SterlingIpsos Retail Performance Dollar Figures in white are variable and can be edited to determine a specific client's ROI

Currency Euro

Number of stores in whole estate are 50

Expected increase in CR with Ipsos Retail Performance equipment 1.0%

Sales Margin 50%

Current Future

Average traffic per store per week 1,000 1,000

Average CR per store per week 10% 11.0%

Average ATV per store per week € 85 € 85

(Total Sales = Traffic x CR x ATV)

Therefore the average sales per store per week are currently € 8,500 € 9,350

Per store Whole Estate

Therefore the gross sales increase per week € 850 € 42,500

Assuming a sales margin of 50% 55%

Therefore the net sales increase per week € 425 € 21,250

Therefore the net sales increase per year € 22,100 € 1,105,000

Cost to install customer counting equipment € 2,000 € 100,000

Number of weeks to achieve Return on Investment 4.7 4.7

A 1% increase in CR is equivalent to each store serving an extra 10 people per week per store.

ROI FOR TRAFFIC COUNTING

Documents

ipsos retail performance