Purple Rolled Out Across 78 US Showrooms to Track Mattress Engagement and Drive 5X ROI

Enabling Purple to discover new traffic and conversion opportunities across stores.

About Purple

Purple was originally a carbon fibre sporting goods and wheelchairs company started by Brothers Tony and Terry Pearce back in 1989. Due to their extensive background in research and development, Purple today holds significant intellectual property in cushioning materials, fluids, and hyper-elastic polymers. The patents are used in medical devices, shoes, and toys. Purple partnered with The Harmon Brothers team to launch a series of videos that explain and demonstrate the science behind the mattress. Purple's videos and advertisements collected more than 100 million views.

On July 27, 2017, Purple announced a merger with Global Partner Acquisition Corp at a $1.1 billion valuation. After the acquisition, the company was renamed Purple Innovation Inc. Purple is now present in more than 2000 locations across 49 states and 977 territories.

Requirements

In 2020, the retailer began building its US showroom presence to allow customers to build long-lasting relationships with the brand, experience their innovative mattress products and learn from expert sleep advisors.

With a rapid expansion of their retail estate, Purple needed to measure the performance of each showroom in detail, to ensure every customer is greeted with a consistently high-quality experience.

"Without Aura Vision, associates were having to manually count each customer walk-in, taking up precious time." — Regional Manager

Purple needed a solution that could accurately count customer demand despite having a high number of showroom associates. In addition, tracking exactly how many customers sat or lay down on each mattress was of utmost importance.

In addition to accuracy, Purple's Chief Retail Officer identified a need to measure a critical part of the showroom experience, where customers lie, bound and roll on the mattresses.

"A critical part of the showroom experience is for customers to be able to lie, bounce and roll on the mattresses. Only Aura Vision was able to capture these kinds of engagements correctly." — Chief Retail Officer

These requirements ruled out traditional approaches which can't differentiate between associates and customers, or only count people who are standing upright.

Solution

With our technology offering total privacy and ownership of the store data using the CCTV cameras infrastructure, Aura Vision's flagship Enhanced Footfall package delivered to Purple a more modern analytics to replace manual customer counts.

The team was not only able to track their passerby traffic and capture rates in the stores but also track the number of customers in each area, the dwell duration and product engagement, which helped them take data driven action to adjust the product display layout, test new products, optimise customer movement between departments, and ultimately enhance consumer shopping experience.

Purple's team was able to benchmark location busyness with passer-by traffic counts, identify local demographic conversion trends with unique customer segmentation technology and take action with industry leading footfall counting accuracy, all from their existing security cameras.

Value

• Accurate customer counts — Aura Vision delivers 24% more accurate customer counts than a traditional footfall counter, by automatically segmenting associates from customers.

• Identified conversion drivers — Detailed purchase funnel reports have highlighted the importance of product impressions for driving sales conversion.

• Unique product insights — The product team now has clear visibility of which mattresses attract most customer impressions and dwell time, as well as which display units are most utilised.

• Enhanced Footfall — Passer-by and capture-rate metrics from outside showroom entrances enable better analysis of marketing campaign impacts.

• Increased sales — Aura Vision has enabled Purple to increase sales and serve more customers through better marketing, identifying conversion drivers and increasing showroom efficiency.