Al-Futtaim, Marks & Spencer (One Raffles Place)

Background:

Al-Futtaim has held the regional franchise rights for Marks & Spencer since 1997 and the franchise partnership boasts 46 stores located in Bahrain, Kuwait, Lebanon, Malaysia, Oman, Qatar, Singapore and the United Arab Emirates.

In their latest outlet at One Raffles Place, the store boosts a different approach with a focus in utilising technologies such as self-checkout kiosks and the need to understand footfall, crowd and demographics data of patrons.

Objectives and Challenges:

With this new concept, Al-Futtaim seeks to understand the performance of the store with accurate and consistent data, as well as being able to create more targeted marketing campaigns to target relevant profile groups. The team also wishes to find out the attractiveness of the cafe section and optimise the process flow for more efficient services.

Trakomatic Solution:

Results and Value-addedness:

Al-futtaim adopted Trakomatic’s proposed solutions which allowed them to achieve the following:

• Demographics (OSense Demographics Profiling) (Shopper and Buyer Profile)

• Extrinsic footfall Traffic

• Intrinsic Footfall Traffic

• Average customer dwell time

• Average, peak and non-peak periods at Cafe

• Understand peak and non-peak periods for resource allocation

• With POS integration, key sales data metric such as sales conversion rate, average Basket Size etc