Virginia Tech University Pilot (conducted Fall Semester 2006)
IntelliMat® devices were placed at two campus bookstores. Using a six week and a later five week snapshot on sales performance of promoted items, compared to the same period the previous year, strong sales uplifts were observed across the board.
- 55% and 51% sales increase in $12.95 shirts in Navy and oxford
- 97% increase in sweat pant sales
- 18% increase in overall Under Armour sales
- 64% increase in sales of promo priced t-shirts
- 240% increase in sales of $6.99 t-shirts
- 186% sales increase in $9.99 t-shirts
- 145% increase in Beamer Ball Race Cars when displayed adjacent to the IntelliMat®
To download a copy of the case study, click here.
The Source, by Circuit City (conducted from August to October 2006 in 10 stores in Toronto, Canada)From August to October 2006, IntelliMat conducted a 10 store pilot with The Source, a major Canadian electronics retailer. The Source, formerly Radio Shack until acquired by Circuit City in May of 2004, operates over 500 company operated retail outlets and another 400 franchise units across Canada. Most of the retail stores are located in high traffic malls.
The focus of the pilot was to use IntelliMat to pull more traffic into the pilot stores from the mall. Results were measured using ShopperTrak, a technology that physically measures traffic count in retail locations. ShopperTrak tells The Source how many customers cross the lease line (essentially the front edge of the store proper) and then the number of customers who actually penetrate a second line approximately 15 feet inside the store. The goal was to use IntelliMat to draw more customers across the second or deeper line, giving the retailer a better chance to generate sales.
Key results
The chain spends nearly $3,000/mo per store for advertising and promotions. Across nearly 80 control locations, this level of advertising spend generated an incremental 117 customers per week during the pilot (customers who crossed the second line, deeper in the store as measured by ShopperTrak). In the IntelliMat stores, over 480 incremental customers were drawn into the stores per week, 363 more than the control group representing a 310% improvement.
When you analyze the cost to acquire a customer, the control stores averaged approximately $6.70 per incremental customer (105 incremental customers/week, 450 per month, with an advertising spend of $3,000/month). The IntelliMat stores averaged less than 20¢ per customer (375 incremental customers, 1600 per month, at a cost of $300). In the IntelliMat stores, incremental customer acquisition costs were 33 times lower than in the control locations.
To download a copy of the case study, click here.