Peter Luff

President, Ipsos Retail Performance

Peter has over 25 years’ experience as a technology business consulting professional, constantly at the cutting edge of industry developments.

Working at a strategic level, Peter leads the development of services and business consulting for non-invasive techniques, including people metrics in stores, shopping centers and public spaces, utilizing traffic counting through traditional cameras, WiFi tracking, customer journey management and behavioral studies.

To learn more, visit: Ipsos Retail Performance

  • Posted on: 09/25/2019

    Do retailers need better business intelligence tools or a better analytic strategy?

    I agree it is highly important for the CEO to value the key KPIs, such as conversion rate, drawn from the data warehouse. However, it is critical that this key data is easily available, without all the retailers staff needing to become a database analyst. Approaches and solutions need to gather the data and more importantly to supply insights driving specific direct actions for the team. This will allow the retail team to do what they are good at -- concentrate on shoppers and provide great insights through clear direction derived from the data.
  • Posted on: 05/30/2019

    Do the benefits of using facial recognition in retail outweigh the risks?

    There is a real confusion in this article between facial recognition and facial profiling. What is legislated against is recognition. I absolutely agree my face, for what it's worth, is my property. I cannot be traded for others benefit without my permission. However what is then described is profiling. We do this by measuring a face dimension set and comparing it to a known set of metrics. From this we are able to capture gender, an age estimate, engagement, and emotional state. We can then make decisions based on the observations. For example, are we marketing to the right audience? Does the shop window need a refresh? Changing the content on a digital medium based on the gender and or age of the audience present, or imagine this -- turning off the screen because nobody is there! I support profiling as a measurement system. I do not support obtrusive recognition and resale of my face!
  • Posted on: 10/02/2018

    Is traffic a flawed measure of engagement?

    Traffic is not a flawed measure of engagement, the way its implemented can be, as can be the way it’s used. Used well, it’s a great foundation to asses health and performance of an individual location, and to spot opportunities to improve performance. In the measurement mix, I would always champion the inclusion of conversion rate, within the store scenario. The challenges we see are, if the technology is not set-up to the required standard, the conversion rate can actually become detrimental, pointing us in the wrong direction. I recommend always choosing a provider who has active, ongoing management of the traffic counter solution as opposed to selecting a pure capital technology purchase of a traffic counter device! As a retailer, it's critical to engage with the data, use it to see the opportunities, and yes, compare with similar stores and learn lessons, but each store should have its own unique target to achieve based on its environment and historical performance. We are consistently seeing retailers whose staff engage with the data and thus improving their conversion rate. This is clearly critical in a tough traffic market. Retailers who do not engage all staff consistently miss this growth potential. Yes, there are other metrics to add, like dwell, peel off, bounce rates, marketing spend to traffic, and on. The foundation, however, is traffic and conversion.
  • Posted on: 05/18/2018

    Will American consumers go for ‘When Harry Married Meghan’ promos?

    Its a great opportunity to leverage a positive feel-good factor moment. There are plenty of downbeat articles in the news, embrace the positive and go for it. The U.K. has always seen a healthy profitable market for these moments. There is no reason to think that U.S. consumers will not embrace the real-life princess fairy tale and create a suitable supporting economy.
  • Posted on: 05/17/2018

    Managing the dark side of workplace friendships

    Great sports teams typically have players that get on with one another as a whole and have the ability to "storm" among themselves at given moments, I am sure the same thing plays true in daily work also. A challenge arises where internal cliques override the greater team, this is why great leaders are needed to navigate through all the complexities a team will face, including relationships. I don't see work friendships as a major issue.
  • Posted on: 05/09/2018

    Uber isn’t going along on Walmart’s online grocery ride

    A maturing business model will always be subject to review and change. Using a third party at the outset does not seem that surprising and then as the size of the business grows for it to then be reviewed again is not a surprise.
  • Posted on: 05/08/2018

    Walmart associates check out customers on the floor in pilot program

    I like the approach. Apple has paved the way, so in itself the technology is not new, but it's good to see it become more mainstream. Key thing will be to give clear signage to extra value items the customers may want to consider before exiting the stores, whilst not appearing like a barrier to exit.
  • Posted on: 05/01/2018

    Chico’s decides to join Amazon, since it can’t beat it

    Looking past the Amazon brand and its association as a threat to retailers, the market place is just like an e-mall. It attracts lots of traffic, so as long as the commercials stack up similar to bricks and mortar mall, why not consider it as just another outlet for your offering? Retail is changing; it’s certainly worth considering as part of your whole go-to-market strategy.
  • Posted on: 05/01/2018

    Can retailers appeal to both ‘fast’ and ‘slow’ shoppers?

    Retailers and brands are increasingly actively looking at this, some as has been pointed out do it through instinct while more actively looking at the science of market research and, in particular, behavioral science and path to purchase. When the analysis is created the two stories can be interwoven; "slow" and "fast." There will be some journeys that start fast but with the right signposting can become slower, allowing for increased basket sizes. The trick is to structure this without impacting those who want a pure fast experience.
  • Posted on: 04/27/2018

    Is $119 too much to pay for an Amazon Prime membership?

    This approach does not seem surprising at all. When you start in a business area it's common to price aggressively to get early adopters. As a business moves through the curve of adoption it can wean itself off buying business assuming it has a solid value proposition. And price at a premium for the middle majority. I guess this is where Amazon is at, or on the way towards. For the competition their challenge is clearly overcoming the colossal scale Amazon has, which now includes a feature-rich environment as well as established economies of scale.
  • Posted on: 04/25/2018

    Why brands need to use Amazon to acquire customers

    This is a perhaps a valid argument for developing brands, but I don’t see it as a major issue for established brands. For new brands, it will make absolute sense as it’s a quick and easy way to get established. Trick is then to have this sales channel integrated with your direct strategy for the longer term, as the dependence on Amazon’s credibility may become less important for your business strategy.
  • Posted on: 04/24/2018

    Will pickup drive e-grocery’s growth?

    This makes sense as a way to suit people's ever increasingly busy schedules. BOPIS gives more flexibility. If you want to pick up an hour later you can do that, whereas a home delivery means you are shackled to your home for the designated time slot. You are also not competing for the best delivery slots; the consumer will be a winner with this approach. The good news is that the retailer is also potentially better off as there is less pressure to keep infinitely scaling the distribution fleet network.
  • Posted on: 04/24/2018

    Will Prime members give Amazon the key to their cars?

    I carried out a quick straw poll around the office and the approach got a resounding no for both homes and cars. This included Amazon Prime users. Somewhat of a surprise bearing in mind this seems to be a working model.
  • Posted on: 04/16/2018

    Dyson believes in showroom stores

    The model works at both ends of the spectrum. This is about creating an immersive environment for the brand to capture the hearts and minds of the target audience. An example at the low end is M&M World. As both these brands show, it’s about a total commitment to the experience and doing it well. It takes imagination, curating and a wider view to brand building to support the business case.
  • Posted on: 04/16/2018

    Can food halls become retail’s new anchors?

    Yes it’s another tool in the box. If done well, it can be a real draw. It's not that easy a panacea though, it will need to be worked at to keep it fresh and exotic to avoid becoming a food court. It should be considered as one option for the space, not the only option. There are other tools as the article lays out, other potential experience activities which could work. Do the market research (or employ an agency!) and work out what’s best for your site.
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