Dune to Use In-Store Wi-Fi Analytics to Improve Personal Service

Elina Saarenmaa

Global Footwear and Accessories Brand, Dune London announces it has entered into a contract to deploy in-store analytics and marketing platform Walkbase to all its stores. Anonymous, real-time data on customer patterns will be used, among others, for incentivising store personnel to provide extraordinary service to engaged store visitors.
London - November 5, 2015 – Dune, the fashion footwear retailer, and Walkbase, the provider of in-store analytics for retail, today announced they have entered into a contract by which the Walkbase retail analytics solution will be deployed to all of Dune’s stores. The solution replaces current visitor counting and will combine cameras and accurate Wi-Fi positioning to gather anonymous data on how people move and dwell within stores.
Zoe Owen, Retail Sales Director at Dune Group, explains: “The Walkbase solution provides us with real-time insights into customer conversion, visit patterns and customer journey and loyalty. This enables us to further improve our customer engagement & experience in our stores.”
She continues: “A new conversion metric is one of the innovations we’ve already taken into use. As well as of tracking transactions of all visits, we can now use transactions per engaged visits as one of the key performance indicators for our store teams.” 

Tuomas Wuoti, CEO of Walkbase, notes: “With hundreds of client projects down the road, we are seeing a multitude of use-cases like this, with revenue impacts to retailers extending to tens of millions.” The most fruitful uses of analytics relate to conversion, store format, basket abandonment, customer segmentation and profiling, in-store advertising and merchandising, queue management, digital signage, campaign ROI, and window marketing.

Wuoti continues: “We knew from the outset that building a Google Analytics solution for the physical world would be a no-brainer. What didn’t see is the multitude of use-cases emerging, and the vast size of the opportunity for brick-and-mortar retailers in taking advantage of real-time data from their stores.”

Dune and Walkbase are continually collaborating to develop new uses of in-store data, thus improving both customer experience and store performance.

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About Dune
The Dune Group is one of the most influential global players in fashion footwear and accessories.  Based in London, the fashion capital of the world, The Dune Group has over 20 years of experience in the footwear industry and has grown through a passion and dedication to excellence in product development and in-house design, and a commitment to providing outstanding customer service.

The company has grown from a 20 square metre concession in a fashion store in Oxford Street, London, in 1992, to a group with 46 UK stores, 169 concessions in the major department stores such as Selfridges, House of Fraser, John Lewis and Topshop in the UK and 50 franchised stores and concessions in 12 countries around the world.
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About Walkbase
Walkbase is the leading in-store analytics and marketing solution for retailers, which is helping the high-street “dinosaur” bite back. Just like web analytics platforms have revolutionised the online shopping experience, Walkbase provides the same level of personalisation to brick-and-mortar stores through smartphone engagement.

Based on indoor location technology, the platform provides real-time analytics on customers’ habits so the same level of personalisation can apply in brick-and-mortar as it does online. It analyses in-store customer patterns, measures and optimises the impact of marketing on physical stores, engages customers with personalised in-store marketing, and links the online and offline customer journeys together.
The cloud-based Walkbase platform combines Wi-Fi, Bluetooth and camera technologies, and takes advantage of existing store hardware. Founded in 2010, the company is headquartered in Finland, with offices in Helsinki (FIN), Turku (FIN), London (UK) and Bern (Switzerland).


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Walkbase provides a retail analytics solution for improving the impact of marketing on physical stores and personalising in-store shopping experience.