Canadian Retailer - Holiday 2014 - 10

retail: at issue

counting heads

Retail Council of Canada (RCC), in partnership with headCount, is
helping retailers understand the traffic in their stores, and convert
that traffic into sales and return customers.
BY SeAN C. TARRY
a recent RCC member survey revealed that

80 per cent of the association's members are
interested in an integrated program that offers
retail counters, analytics, reporting and coaching. RCC has responded to member needs, offering HeadCount's traffic and conversion tool
analysis service as a no-cost trial.
For members with 20 or more store locations
that are interested in this great opportunity,
there are two options to choose from-one for
stores with traffic counters and one for stores
without traffic counters.

what's the benefit?

Collecting traffic and conversion data is one
of the fundamental metrics that all retailers
should understand and employ in order to run
a successful business and continue to grow.
However, turning that data into actionable insights that deliver better business results is a
little more difficult.
HeadCount's Deep Dive Analysis & Productivity Report provides retailers with an expert,
objective assessment of their traffic and conversion results, examining chain-wide trends and
opportunities. Additionally, detailed productivity reports will be provided for up to 30 stores.
how does it work?

Whichever of the two options that you
choose, each process has the same objective in
mind and involves the following steps:
Offer #1
Step 1: Select up to 30 sample stores and provide a one-time data dump of previous 13
months-traffic, transactions, sales and labour
(if available).
Step 2: HeadCount's expert analysts will review
your data set before providing a detailed assessment of comparative store performance and a
productivity score and rank for each sample store.

case study
ten thousand villages, a member of the World Fair trade
organization (WFto), and the oldest and largest Fair
trade organization in north america, started using headCount's traffic and conversion tools not long ago, and has
already seen the positive results. according to director
of operations ann Marie gaouette-stevenson, she wishes
they started using the program a long time ago, now that
she knows what is possible.
"We've only just scratched the surface," say gaouettestevenson. "imagine a year from now where we will be!
We believe working with headCount is going to take us
to new business levels. the more power we have behind
our decisions and strategies the better we are. We're very
excited about it."
before introducing the headCount traffic and conversion program, the organization had limited ways to measure store metrics. the organization had been very successful for many years based on reputation and exceptional
customer in-store experience, but had not yet recognized
the value of data analytics. the new headCount program
has helped staff understand the value of conversion and
what it means for their artisans around the world.
"the more we sell, the more we help," she says. "that
is the motivation for all of us here. We're helping more
families. When we sell more product that means we can
go back to our artisans and purchase more."

Step 3: A formal findings presentation will be prepared and delivered via Webex or, schedule permitting, in-person. The onehour presentation with provide you with a new perspective on
your old data, and recommendations will be made concerning
ways to get more from your traffic data.
Offer #2
Step 1: You select 3 trial stores
Step 2: HeadCount installs the traffic counters (3 month use of
state-of-the-art Brickstream® traffic counting equipment).
Step 3: HeadCount expert analysts will combine the traffic
count data with sales transaction data provided by the retailer
and then analyze the data.
Step 4: An analysis of the results along with comprehensive reports will be prepared for each trial store for each of
the three months which will be presented during a 1-hour
results review.

For more information about HeadCount's traffic and conversion program, visit www.headcount.com.
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Canadian Retailer - Holiday 2014

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