The retailer is a specialty apparel and accessories brand operating more than 600 full-line and factory-outlet stores in high-traffic shopping centers across North America. It set out to measure display and fixture performance in order to identify in-store opportunities and make data-driven merchandising decisions.
The Challenge
The retailer wanted objective evidence of how individual fixtures performed. Its initial test focused on two women's key fixtures near the front of the store in the "decompression zone," a men's key fixture toward the back, and a large new prototype women's display in the middle of the store.
The Solution
RetailNext deployed sensors and analyzed fixture and display performance over three months (December through February) using interior-analytics capabilities from Insights. The solution measured exposure (the share of store shoppers who walked by a fixture), dwells and dwell time, engagement (the share of exposed shoppers who stopped and dwelled), and dwell conversion (the relationship between engagement and products sold).
The Results
The data showed the women's front-of-store fixtures drew high exposure but inconsistent engagement — the display closest to the entrance attracted traffic yet underperformed on dwell — while the men's fixture was highly variable but earned long, stable dwell times when shoppers did engage. The new prototype display drove higher exposure, engagement, and dwell time even as overall February traffic declined. These findings translated into concrete merchandising recommendations: refresh visual merchandising and signage to draw traffic deeper into the store, A/B test signage to increase stopping power, and tailor promotions and associate support to lift engagement at underperforming fixtures.
