“With sensalytics we get a full view of the visitor flow in the entire OUTLETCITY METZINGEN. The intuitive analytics platform and meaningfully structured data help us in operations every day and serve as a foundation for answering strategic questions of the future.“

Dr. Stefan Hoffmann
Managing Director

The customer

With 270 premium and luxury brands online and offline, the OUTLETCITY METZINGEN is Europe’s No. 1* omnichannel outlet. It all started with the HUGO BOSS warehouse sale almost 50 years ago. With more than 4 million visitors from 185 nations every year, OUTLETCITY METZINGEN is one of the most popular outlets in Europe and, with more than 25 million online visitors a year, is also a top player in the digital world. In the luxury segment, Prada, Gucci, Armani, Dolce & Gabbana, Moncler, Bottega Veneta, Valentino etc. are the most sought-after brands. At Nike, Adidas, Puma, etc. there is something for everyone. The OUTLETCITY METZINGEN GmbH is responsible for the center management and tries with both digital and classic marketing measures to inspire the right customers for the visit to Metzingen.

In an authentic inner-city ambience, surrounded by award-winning architecture, visitors to OUTLETCITY METZINGEN indulge in exclusive brand worlds in a relaxed way and benefit from price reductions of up to -70% all year round. Whether high fashion or outdoor fan, selected It-pieces or just the right thing for the whole family - the optimal selection of numerous premium and luxury brands makes it easy for customers to find just the right thing. The extensive service and tourism offers make every visit a completely successful leisure activity.

* According to the ranking in the "Outlet Centre Performance Repdort Europe 2018" of ecostra GmbH, Wiesbaden in collaboration with magdus, Troyes. The report is based on a Europe-wide survey of international brand manufacturers on the economic performance of their stores operated in different outlet centres.

The challenge

In order to keep a close eye on what is happening in the OUTLETCITY METZINGEN and to recognize potential for optimization, all visitors to the entire outlet and the visitors to the individual brand stores need to be counted. The center management wants to know how many people visit the OUTLETCITY METZINGEN, how these people are distributed across the individual outlet areas and what the capture rate of the respective brand stores is. Combined with the brand store's sales data, this creates a 360° view which serves as the base for both strategic and operational decisions.

The resulting KPIs - which include number of passers-by, number of visitors and sales data - will be made available to both the center management and the brands in real time. While the brands can only access the data of their own store, the center management gets access to all data. The brands may also benchmark themselves with their brand segment and their neighborhood area.

The solution

Special and ultra-accurate laser sensors have been installed along the building facades at the main routes of the OUTLETCITY METZINGEN. These sensors count all visitors to the individual outlet areas and generate an overall visitor number. For the brand stores, however, these numbers serve as an indication for passers-by or potential customers. With 3D sensors, which are easily installed at the entrances of the brand stores, the number of actual store visitors is tracked. This allows for the calculation of the individual capture rate. The people counting data is extended by the installation of POS tapping boxes at the cash desks of the brand stores: connected via "Plug & Play", this box delivers - regardless of the individual POS system - all sales data.

“The holistic solution and the easy installation convinced us right away.“

The result

In the sensalytics cloud-based analytics portal, all collected KPIs are processed and meaningfully combined. The result is a full view which is essential for the center management's decision-making: passers-by, capture rate, visitors, revenue and conversion rate.

“What Google Analytics is for us in the online business is sensalytics in our Brick&Mortar business.“

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