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How Hobbs launch strategy for a perfect outfit for quality?

While on the expansion trail, the company wanted to ensure that it didn’t lose its focus on doing things right on the shop floor.

Tags: Hobbs, tech

BY Shipra Srivastava  |  Jan 25, 2018  |  comments ( 0 )  | 
How Hobbs launch strategy for a perfect outfit for quality?

Hobbs opened its first store in Hampstead in 1981 and is one of the most successful names on the UK high street with over 65 branches throughout the United Kingdom and Ireland. The company represents a quintessentially English look with a contemporary twist. Hobbs is unique in the British fashion market in offering a complete wardrobe to the customer including garments, shoes and accessories.

The challenge

 Hobbs attributes part of its growing success to being a small, tightly knit company, where the focus remains on doing things right on the shop floor. Now on the expansion trail, the company wanted to ensure that it didn’t lose this focus. It was also looking to maximise footfall for its NW3 flagship store inWestfield, London.Aimed at a younger consumer, Hobbs wanted to be certain that its messaging, branding and footfall were on target and was looking to use the analytics from the Ipsos solution to secure a successful launch. In addition, it wanted to be able to spot opportunities to up and cross sell while improving the customer experience throughout all of its stores.

The solution Hobbs has been working with Ipsos Retail Performance since 2001.As part of its growth plans, the fashion retailer wanted a set of hard measures in place that would allow its top team to keep an eye on the estate as it grew. Besides transactional measures, it recognised the need to capture store traffic data. Ipsos’ Shopper Count solution is used in around 60 stores across the Hobbs estate with data fed back to the company on a daily basis. Used initially to measure footfall, Hobbs now uses the Ipsos solution to track conversions and create awareness of lost sales opportunities, so that changes can be made to maximise potential sales opportunities. The data captured and the accompanying analytics are used by the Head of Retail and both Area and Store Managers right across the company on both a daily and quarterly basis.

The solution

Hobbs has been working with Ipsos Retail Performance since 2001.As part of its growth plans, the fashion retailer wanted a set of hard measures in place that would allow its top team to keep an eye on the estate as it grew. Besides transactional measures, it recognised the need to capture store traffic data. Ipsos’ Shopper Count solution is used in around 60 stores across the Hobbs estate with data fed back to the company on a daily basis. Used initially to measure footfall, Hobbs now uses the Ipsos solution to track conversions and create awareness of lost sales opportunities, so that changes can be made to maximise potential sales opportunities.The data captured and the accompanying analytics are used by the Head of Retail and both Area and Store Managers right across the company on both a daily and quarterly basis.

The outcome Hobbs’ Operations Managers are using the reports from Ipsos on a daily basis as they contain vital information detailing how the business is performing. The reporting has been expanded from pure customer counting to a tactical level and is used alongside sales data to measure customer spend and conversion rates. It also highlights where there have been lost opportunities in order that Hobbs can remedy this situation. This has all been backed up with a highly sophisticated training programme to support Hobbs’ staff in its aim to provide excellent customer service.





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