Many Major League Baseball teams in the US use analytics to optimise their rosters. The San Diego Padres have adapted the practice for use outside the realm of baseball operations, in an effort to optimise shopper experience at the Padres Majestic Team Store in Petco Park.
The Padres and implemented ShopperTrak's Managed Service to gather anonymous foot-traffic data trend analytics in February. Delaware North, the hospitality management company, manages the team's ballpark store.
"Retail is an important part of the sports fan experience," said Padres Senior Vice President, Business Operations Brent Stehlik. "ShopperTrak allows us to accurately measure our store performance, in an effort to monitor the effectiveness of our signage and promotions, with the goal of increasing the percentage of fans who enter the store and make purchases. The company's expertise in serving conventional and non-traditional retail outlets makes this industry leader's services especially attractive."
Unlike traditional retailers, the Padres Majestic Team Store's traffic varies significantly between game days and non-game days. The Majestic Team Store's foot-traffic trends and conversion rates have helped managers take the right steps to capture the shopper opportunity afforded on days with increased ballpark traffic. Conversion numbers will be used in an effort to guide promotions from the Padres and store operator Delaware North to drive store traffic on non-game days and convert more browsers into buyers. Further, the store plans to employ traffic data to schedule staff more effectively and provide a better experience for the Padres fans.
"With our Managed Service installed in the ballpark store, Padres' management can draw on fact-based insights to build its business and better serve its fan base," said ShopperTrak CEO Christopher Ainsley. "Our service enables retailers to assess and improve operations and marketing effectiveness."