The Pro Shop clubs-up
January 2010
Data Acquisition & Telemetry
Monitoring foot traffic – the beyond wireless solution is a driver for growth.
Retailers have begun to recognise the value in being able to track how many visitors their stores attract and compare these figures to the number of sales made during any given period to form sales conversion ratios. These assist in assessing the impact of marketing promotions over a given period, tracking market growth and isolating problems at stores that are not performing.
Accordingly, when Marius Myburgh joined The Pro Shop as group operations manager, he set about finding a way to monitor and record how many people walked through the entrance to each Pro Shop store every day.
“We were looking for a cost-effective way to count customers and see how many visits were converted to sales across all our stores,” he explains. He came across local wireless machine-to-machine (M2M) communication solutions provider, Beyond Wireless. “They offered a cost-effective solution that was easy to implement because it is web-based and accessible from anywhere.”
Beyond Wireless offers a managed turn-key solution that makes affordable, scalable, realtime monitoring and control of remote and mobile assets possible. No vendor-specific software is required – all that is needed is a mobile phone and an Internet connection.
Myburgh says that the Beyond Wireless remote terminal units (RTUs) were installed at the entrance to each of The Pro Shop stores. The fact that there was no complicated networking ensured that the solution was rapidly scalable.
Myburgh explains that the system allows the manager of each outlet to access up-to-date reports detailing how many people are visiting the store per hour on any given day. Managers can also compare data from different time periods, enabling them to gauge the efficacy of targeted sales promotions. For example, the annual sales at The Pro Shop result in a massive spike in visitors and the Beyond Wireless data allows managers to calculate whether the number of sales has increased proportionally or not.
The foot traffic data is a means of tracking and analysing consumer trends. Stores that show particularly good sales ratios can also be used as models for other stores. One of the most useful things about this system, Myburgh says, is that the store managers can view the data whenever they need to and from any computer that has an Internet connection, and the management team can view and compare data for different stores simultaneously.
The Beyond Wireless solution is suitable for monitoring many other variables, from temperature to electricity consumption, relative humidity and water flow. The RTU provides accurate realtime information, along with historic trends. It also offers SMS and e-mail alarms with time-based stage escalation and alarm acknowledgement functionality. This allows for wireless monitoring of analogue, digital and pulse inputs as well as supporting digital and analogue control outputs over the available GSM network infrastructure.
For more information contact Ian Lester, Beyond Wireless, +27 (0)11 283 0000, [email protected], www.beyondwireless.co.za
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