Alberta – Edmonton – Edmonton
Corporation
www.headcount.com
Alberta
Edmonton
Edmonton
Corporation
active
HeadCount Corporation is the leading authority on retail traffic and customer conversion analysis.
Whether you are considering purchasing traffic counters, you already own traffic counters but want to get more out of the data, or you are simply wondering if and how traffic and customer conversion analysis can make a difference in your business, HeadCount can help.
HeadCount offers a comprehensive and innovative monthly service providing for all your traffic management needs. From supplying equipment, collecting your data, interpreting the results, preparing management reports, and helping you make the most of the analysis, HeadCount does it all – so you can focus on running your business.
Country of Ownership: Canada
Year Established: 1994
Exporting: Yes
Primary Industry (NAICS): 541990 - All Other Professional, Scientific and Technical Services
Primary Business Activity: Services
Services:
Retail traffic and sales conversion analysis
Sector:
Key / Major Clients: Home Depot, Sears, Hallmark, Adidas, Nike, Harley-Davidson, Ford, Rona, Rogers Wireless, London Drugs, Sleep Country, Lululemon, Nine West, Canadian Tire, Home Hardware, Golf Town, Sleep America, Ashley Furniture, Urban Barn, XS Cargo
Success Stories: For store managers, your head counts but your wallet counts more.
Retail analyst Mark Ryski is on a mission to help store managers use traffic counting technology to increase sales. In retail speak, that's conversion: the converting of a browser into a buyer. It's estimated that for every one percentage point increase in conversion, there is a 3.5 per cent increase in sales.
Those are beans worth counting.
The technology is not new. Traffic counters come in various forms, with infrared beams and floor sensors the most popular devices.
Ryski, a Calgary-based author of When Retail Customers Count and president of HeadCount, estimates no more than 25 per cent of Canadian stores have them.
He says that's a shame. What retailers usually miss when they consider laying out $1,000 to $8,000 per store to get a traffic counter is the analysis (which also costs money) that actually boosts sales and pays off the investment.
"It's not about the precision of the counts, it's about what you do with the counts you do get," he said. "Buying the technology is actually the easiest part. It's what you do with the data where retailers really struggle."
By matching up in-store traffic with sales, analysts can help determine when to staff the store, training that may be required, merchandising, inventory, even whether advertising or weather affects traffic. Ryski said many stores react to sagging sales by cutting costs, which often means cutting staff. That's rarely a good response.
"Staff the traffic. That may seem like a straightforward concept, but if you don't track traffic, how do you know?"
Joel Aylon, general manager at Hallmark Canada, knows head counting can be powerful because he experienced it while working with Pier 1 Imports and Home Outfitters. Aylon's challenge was to expand business for the kind of store that some might argue is losing relevance in an era when e-cards, e-mail and text messaging are stealing market share.
"Hallmark has been in business for more than 90 years, arguably you could say ... you should be happy with 2 to 3 per cent growth each year," he said. "We were floundering with mediocre results."
So earlier this year, Hallmark started rolling out traffic counting and analysis in its stores.
In one location, staff just asked browsers why they hadn't bought anything.
The result? Thirteen per cent walked back in the store and bought something. A 13-per-cent conversion rate equals a 45-per-cent sales increase. The store's had double digit growth ever since.
Aylon's already used the data to change how store sales are evaluated and plans to use it to review training and advertising programs, as well as store locations.
Eighteen of its 250 stores are on the system. When Hallmark just this week consulted with its more than 200 franchisees, there was a stampede to sign up.
"That has a huge impact on the bottom line. So much for us being a mature category with no growth. We're having one of our strongest years ever."
Testimonial: €œTraffic analysis really served to help us base decisions of fact rather than intuition. This helped to make our business more efficient in that resources are allocated to areas where the real potential for gain exists€?
-Ted Hutchinson, Director of Operations
Staples Business Depot
€œAt Sleep Country we are constantly striving to offer an exceptional experience to our customer and that means measuring our effectiveness and looking for new opportunities. The analysis and information we receive from HeadCount helps us do that.€?
-Christine Magee, Co-Founder
Sleep Country Canada
"Compiling the HeadCount analysis on top of our other key performance indicators stands to dramatically enhance our ability to make more informed decisions down to a store-by-store basis.€?
-Joel Aylon, General Manager Retail
Hallmark Canada
"Working with the team at HeadCount and the data it provides has meant bottom line results for our stores. Our managers are looking at their business with more confidence to deliver what matters most: The right staff with the right skills at the right time."
-Clint Mahlman, VP Retail Operations
London Drugs
€œI was skeptical at first, but the traffic and sales conversion analysis from HeadCount gives us a whole new perspective on store performance.€?
-Stephen Bebis, President - CEO
Golf Town
€œThe traffic and sales conversion analysis HeadCount sends us has been invaluable. The reporting is current and comprehensive and their support is always immediate.€?
-Rick Bohonis, President
Urban Barn
Boyd Kirsten
Burry Sheryl
Johnson Bruce
Kiddoo Jim
Leavitt Darren
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