Assignment

After the acquisition by JD Sports, the number of Perry and Aktiesport stores has been significantly reduced. Sports Unlimited Retail (SUR), the parent company of Perry and Aktiesport, wants to make the remaining stores more profitable and relevant for consumers. To better monitor store performance, SUR utilizes the capture rate report provided by RMC.

Approach

• RMC delivers the National Shopping Index on a weekly basis.
• RMC provides weekly capture rate reports for Perry and Aktiesport.
• The reports combine visitor numbers for Perry and Aktiesport stores with CityTraffic pedestrian counts in the same cities.
• This provides SUR with insights into the performance of each store, identifying the top performers and underperformers on a weekly basis, as well as averages for both chains.
• RMC measures the number of visitors per floor in three Perry flagship stores.

Result

The capture rate report serves as the foundation for the marketing agenda of Perry and Aktiesport. Based on the weekly data, adjustments can be made if necessary. The report also monitors store performance. Results are shared with area and store managers, allowing them to take immediate action. Additionally, the data forms the basis for setting yearly targets for the stores, which are adjusted quarterly.