Discover how Aura Vision identified a £9.9m revenue opportunity for one of the UK's most loved footwear retailers, Schuh, by capturing unique customer-traffic insights linked to the placement of digital PoS.
About Schuh
Founded in 1981 with its first store in Edinburgh, Schuh has grown into one of the UK and Ireland's leading fashion-footwear retailers. Today, the brand operates over 120 retail stores alongside a robust online channel. With its vibrant in-store atmosphere, trend-led collections, and inclusive brand messaging, Schuh continues to balance digital innovation with strong high-street presence.
Why Schuh Chose Aura Vision
For Schuh, physical stores remain a core revenue engine and brand experience hub — not just a showroom for online sales. As customer behaviour evolves across online and physical retail, Schuh is redefining the role of its store network.
A key hypothesis emerged for Schuh: digital Point-of-Sale (PoS) placement directly influenced engagement and conversion. To validate this theory, Schuh required a data-driven way to measure the impact of digital PoS on customer behaviour and store performance.
The Solution: Powered by Aura Vision
Schuh partnered with Aura Vision, a video-AI analytics platform that transforms existing CCTV infrastructure into a source of rich, privacy-compliant insights. The solution delivered:
- Accurate footfall and traffic metrics — Capturing in-store and passing traffic. Aura Vision's counts are 24% more accurate than traditional footfall counters.
- Optimising future store designs — Analysing shopper behaviour to guide layout decisions for stores of varying sizes and formats.
- Evaluating campaigns and displays — Measuring the impact of marketing efforts on target demographics and overall capture rates.
By leveraging Aura Vision's metrics, Schuh was able to capture segmented footfall data and quantify the effectiveness of digital PoS across A/B test layouts — assessing how screen placement influenced entry rates, dwell time, and engagement.
The Value Delivered
Aura Vision enabled Schuh to quickly and cost-effectively validate key design hypotheses using real customer-behaviour data. Through A/B testing, Schuh used Aura Vision's unique Capture Rate metric — segmented by age demographics — to identify which digital PoS displays were most effective in attracting their target audience. These insights guided decisions on optimal PoS placement, leading to measurable improvements in store-layout effectiveness and visual-merchandising impact.
Through this data-driven approach, Schuh strengthened its in-store experience strategy — combining creativity with analytics to ensure every store environment is both engaging and performance-optimised.
Aura Vision were able to demonstrate a potential £9.9m annual revenue can be attributed to the correct placement of digital PoS.
