Weekly Focus: Oliver Bonas
Oliver Bonas are a UK based high end fashion and homeware retailer, who describe themselves as “An Independent British Lifestyle Store”. Oliver Bonas currently operate over 70 stores across the UK.
Back in 2012 Charlton Retail Consultancy reached out to Axiomatic, on behalf of Oliver Bonas, to inquire about the possibilities of using automated systems to track the footfall of their stores.
They wanted to be able to compare stores’ performance, monitor conversion rates and optimise staff levels.
“On a weekly basis we want to analyse the conversion rate, comparing stores in similar categories to each other. For example we have 2 station stores which have very high footfall and we can use the data to compare their performance. We also draw comparisons between stores in shopping centres, or on local high streets. We are new to people counters, and so as a developing business we are keen to have this useful data in all stores as it can be used as a KPI. We can analyse particularly busy periods within each store and ensure we have the correct staffing levels. We can identify stores where the conversion rate is below company average, or the average for their category, and focus on providing additional training for the team on customer service etc.”
After conducting a site survey, and examining site plans, Axiomatic recommended the use of Irisys Thermal Counters. At this early stage of the partnership, 9 sites were to be installed. Local shop fitters carried out the physical installations, under advice from Axiomatic’s installations team and in cooperation with Charlton Retail Consulting. The following year, the system was expanded to cover a further 15 sites.
Oliver Bonas operate a programme of consistent expansion. Because of this the system must also expand to keep up – currently Oliver Bonas have a footfall monitoring system in place in over 40 of their 70 stores. To minimise disruption on established sites, the majority of new installs are carried out on site during planned refurbishments, or new stores before they open their doors for the first time.
As with all customers, Axiomatic’s support department regularly update Oliver Bonas’ system with minor fixes and improvements. Notably however, in the past year they received a major update from Version 5 of Axiomatic’s reporting software, to Version 6. This included a complete overhaul of the reporting system, providing Oliver Bonas with a new, intuitive reporting suite to view their data and run their own queries and reports.
We thoroughly enjoy working alongside Oliver Bonas and Charlton Retail Consultancy, and look forward to continuing our relationship.