IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT
Watford Football Club has existed since the early days of organised football in England. Its beginnings have been traced back to 1881, when a group of teenagers staged kickabouts in Cassiobury Park. Today the club has international exposure from being in the highest-profile league in the world.
As part of a multi-million pound re-development of their Vicarage road stadium in 2016 Watford FC introduced a more prestigious Retail store. With this Watford FC saw an opportunity to improve their understanding around Match Day visitors and customer experience whilst increasing the operational efficiency of this new larger merchandise store. They wanted to know the exact number of customers that walked into the shop in order to calculate true conversion rates. Once they had a clear view, with real data, they would be able to do more efficient marketing and ensure they had the right amount of staff in the stores at all times.
Using a unique video imaging shape-recognition technology in the I-Count system, the management now have a true view of the shops footfall. The cameras can identify and separate human shapes and motions from the environment, and accurately identify when they are entering and exiting. The Visitor Insights are published into Watford’s own online Portal allowing them to quickly understand historic comparisons.
The portal insights give a realistic picture of the impact of Match day visitors, Marketing Campaign success levels and the effect of new Kit and star signings has on sales conversion. It enables Watford FC to plan a much better service for visitors, increasing conversion levels and having the confidence to invest in other store locations in the town.