Discover how leading Australian jewellery retailer Silvershop connects foot traffic and sales data to improve store performance, support managers, and boost conversions across their retail network.
The Challenge
For modern retailers, knowing how many people walk through the door is only part of the equation. The real challenge is understanding what those visitors do after they enter. Silvershop, a well-known jewellery brand with a solid online presence and six physical stores in Queensland, faced a common retail issue: data fragmentation. They accessed standard point-of-sale (POS) data, but it existed in isolation. Without linking foot traffic directly to sales, senior management and store managers struggled with several key challenges:
- Blind Spots in Sales Conversion: They could see transaction volumes but couldn't accurately measure missed opportunities or real conversion rates.
- Unoptimised Labour Scheduling: Aligning staff schedules with busy hours was difficult, leading to either overstaffing or lost sales due to being understaffed.
- Unverified Marketing ROI: Demonstrating the success of marketing campaigns was guesswork without knowing if promotions actually increased foot traffic.
- Subjective Store Comparisons: Comparing the performance of different locations was unreliable, as a low-revenue store might be converting a higher percentage of a smaller local audience.
Silvershop needed a way to turn raw data into actionable insights to improve operations.
THe Solution
To address these challenges, Cohera-Tech introduced a people counting solution at all six Silvershop locations. Foot traffic data from in-store counters is automatically sent to the Vemcount reporting and analytics platform. The real breakthrough for Silvershop was data integration. Cohera-Tech connected Silvershop’s existing POS system, Retail Express, to the Vemcount platform using a seamless API.
How it works: Hourly sales data from Retail Express merges with real-time foot traffic data within Vemcount. This creates a unified reporting dashboard that gives an objective, comprehensive view of store performance. To ensure this data drives daily actions, reporting is tailored for different organisational levels:
- Store Managers: Receive individualised dashboards and reports focused on their specific store's daily and weekly trends.
- Senior Management: Access all-store comparison dashboards and macro-level reports to evaluate the entire retail network at a glance.
The Results
By mapping POS data against traffic metrics on a weekly and daily basis, Silvershop has changed how they manage their stores and assess key performance indicators (KPIs). Here is how Silvershop uses Vemcount's key metrics to make smarter, data-driven decisions:
1. Store Visitation & Sales Conversion
By examining Store Visitation alongside transaction volumes, Vemcount calculates Silvershop’s true Sales Conversion rate. Store managers can now see the exact percentage of visitors who made a purchase yesterday. If traffic was high but conversion was low, managers can quickly investigate possible issues, such as customer service bottlenecks, long queues, or stock shortages.
2. Average Turnover per Visitor & Per Transaction
Understanding the value of every visitor is essential. Vemcount enables Silvershop to track Average Turnover per Visitor (total revenue divided by total traffic) alongside Average Turnover per Transaction (average spend per buying customer). This helps the team distinguish between a store that depends on a few high-value sales and one that successfully extracts value from a large number of browsers.
3. Average Basket Size
By tracking Average Basket Size, the management team can objectively assess the effectiveness of upselling strategies and in-store promotions. This metric reflects how well staff are cross-selling jewellery pieces once a customer decides to buy.
4. Objective Store Comparisons & Labour Optimisation
With all-store comparison dashboards, the senior leadership team can fairly evaluate performance across all Queensland locations. Hourly data comparing traffic and sales helps managers optimise labour scheduling, ensuring their best sales staff are on the floor during peak traffic times to maximise conversion.
The Bottom Line
Through the integration of Cohera-Tech’s people counting solutions, Vemcount, and Retail Express, Silvershop has removed guesswork. They have empowered store managers with localised, immediate insights while providing senior management with the precise data they need to guide the brand toward continued growth.