Pendleton & Son are a local butcher based in north-west London. Established in 1996, they have enjoyed a steady customer base and good reputation for years. Almost two years ago, when the local library closed down, a supermarket chain store moved in. Located on the same street, the new store affected overall footfall and revenue for the small butcher shop.
While founder Tom Pendleton was certain his shop offered superior quality and choice compared to the supermarket, the trouble was conveying this message to the public and getting customers through the door. Trying to compete on price wasn’t working and, with falling income, son Aaron Pendleton turned to data to help keep the business afloat.
The Pendletons worked with a Big Data consultant who suggested installing simple, inexpensive sensors inside the store window to monitor footfall and measure the impact of window displays and promotions. Using these sensors, the firm were able to measure how many people walked past the shop, how many stopped to look at the window display and sandwich board sign and how many people then came into the store as a result. Armed with this information, they were able to refine their displays and messaging based on what interested customers the most.
The sensor data also pointed to an unexpected new revenue stream for the business. As two popular ...