{"id":19754,"date":"2025-07-29T15:44:59","date_gmt":"2025-07-29T19:44:59","guid":{"rendered":"https:\/\/storeforcesolutions.com\/euro\/?post_type=resource&#038;p=19754"},"modified":"2025-07-29T15:51:46","modified_gmt":"2025-07-29T19:51:46","slug":"how-aesop-grew-in-store-conversion-rates-by-4-percentage-points","status":"publish","type":"resource","link":"https:\/\/storeforcesolutions.com\/euro\/resource\/how-aesop-grew-in-store-conversion-rates-by-4-percentage-points\/","title":{"rendered":"How Aesop Grew In-Store Conversion Rates by 4 Percentage Points"},"content":{"rendered":"\n<div class=\"wp-block-columns container has-3-columns mobile-landscape-has-1-columns mobile-portrait-has-1-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column spans-2 mobile-landscape-spans-1 mobile-portrait-spans-1 is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>Aesop transformed its retail operations by adopting data-driven labor planning with StoreForce. By aligning staffing to peak traffic periods and empowering store leaders with actionable insights, Aesop improved in-store conversion rates from <strong>49% in 2024 to 53% in 2025<\/strong>\u2014a <strong>4 percentage point increase<\/strong>\u2014while achieving <strong>double-digit revenue growth<\/strong> with the same labor hours.&nbsp;<\/p>\n\n\n\n<p><strong>Key Takeaways:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In-store conversion increased from 49% (2024) to 53% (2025)\u2014a 4 percentage point lift by targeting 90% peak coverage.<\/li>\n\n\n\n<li>Maintained the same labor hours as the previous year while achieving double-digit revenue growth.<\/li>\n\n\n\n<li>Finance, operations, and store leadership aligned on a single data-driven playbook.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:67px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column spans-1 mobile-landscape-spans-1 mobile-portrait-spans-1 is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bordered-card is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-display-xx-small-font-size\" id=\"h-about\">ABOUT<\/h2>\n\n\n\n<p>Aesop is a global luxury skincare brand celebrated for its sophisticated, plant-based formulas and its architectural store designs. Every Aesop space is unique, thoughtfully co-created with designers and artists, serving as a physical extension of the brand\u2019s minimalist ethos and reverence for experience.<\/p>\n\n\n\n<p>Co-created with designers and artists, serving as a physical extension of the brand\u2019s minimalist ethos and reverence for experience.&nbsp;<\/p>\n\n\n\n<p>With nearly 400 locations in 27 countries, including a growing presence in North America, Aesop faces the operational challenge of combining luxury service with labor precision, all without compromising the intentional calm of its stores.<\/p>\n\n\n\n<p>Learn More: <a href=\"https:\/\/www.capeunionmart.co.za\/ \">https:\/\/www.aesop.com\/ca\/en\/r\/about\/<\/a><\/p>\n\n\n<div class=\"wp-block-image max-880\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/storeforcesolutions.com\/wp-content\/uploads\/2025\/05\/Aesop-logo.png\" alt=\"\" class=\"wp-image-25021\" style=\"width:237px;height:auto\"\/><\/figure><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>The Problem<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"has-text-align-left\">Like many retailers, Aesop used to build its labor plans from the bottom up.<\/p>\n\n\n\n<p>Each store estimated its needs, finance translated those into budgets, and wage percentage acted as the primary anchor. This approach worked for a while, until it didn\u2019t.<\/p>\n\n\n\n<p>The inefficiencies became hard to ignore:<\/p>\n\n\n\n<p>&#8211; Stores were operating in silos.&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; Coverage assumptions weren\u2019t grounded in traffic patterns or sales behaviors.&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; And their tools become disconnected, inconsistent, and manual.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Aesop\u2019s Retail leaders knew they needed a better way. Transforming the model required clarity, collaboration, and most importantly, trust in one another.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Recognizing the Need to Evolve<\/strong>&nbsp;<\/h2>\n<\/blockquote>\n\n\n\n<p>The shift toward a more data-informed labor strategy came from both experience and necessity. For leaders <strong><a href=\"https:\/\/www.linkedin.com\/in\/pauline-notari-7409921a0\/\">Pauline Notari, Director of Retail Operations<\/a><\/strong>, and <strong><a href=\"https:\/\/www.linkedin.com\/in\/davidferruggia\/\">Dave Ferruggia, Head of Commercial Retail North America<\/a><\/strong>, the shift wasn\u2019t theoretical.<\/p>\n\n\n\n<p>Both had led payroll transformations before, but this time, the stakes were higher.<\/p>\n\n\n\n<p>\u201cWe were using five different tools,\u201d said Pauline. \u201cPayroll was based on sales assumptions, and the system felt disjointed. StoreForce didn\u2019t just streamline the process, it helped us ask better questions.\u201d<\/p>\n\n\n\n<p>Aesop started moving away from static wage percentage allocations and built more responsive, store-specific models. However, this shift wasn\u2019t about turning operations into spreadsheets. It was about creating a system that reflected how the business actually worked in the field.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>The Solution<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Unlike grab-and-go Retail, where speed is everything, Specialty Retail is built on connection. In categories like apparel, footwear, and home d\u00e9cor, shoppers don\u2019t just want to buy, they want to be guided.<\/p>\n\n\n\n<p>Personalized service, thoughtful recommendations, and a sense of trust all play a critical role in the path to purchase. That\u2019s why effective labor planning in Specialty Retail must start with the shopper.<\/p>\n\n\n\n<p>Bottom-up scheduling handles execution. Top-down planning begins with visualizing traffic patterns and layering in the people who bring the brand to life, your associates.<\/p>\n\n\n\n<p>StoreForce became the platform that kick-started Aesop\u2019s labor transformation. Not by dictating a new philosophy, but by giving their teams the validation to evolve their approach.<\/p>\n\n\n\n<p><strong>Key Shifts Included:<\/strong>&nbsp;<\/p>\n\n\n\n<p>&#8211; Bringing all stakeholders into one system: Finance, HR, Commercial Ops, and Store Leadership.<\/p>\n\n\n\n<p>&#8211; Building a payroll model based on data and impact, not just inherited percentages.<\/p>\n\n\n\n<p>&#8211; Driving peak hour planning using real-time traffic and performance insights.<\/p>\n\n\n\n<p>&#8211; Capturing non-sell activity with clarity, making non-selling hours visible and meaningful.<\/p>\n\n\n\n<p>&#8220;The math is the math,\u201d said Dave. \u201cStoreForce helped depersonalize the conversation between departments. It became a neutral ground where we could see the data and work together.\u201d<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>The Results<\/strong><\/h2>\n\n\n\n<p>Aesop\u2019s labor planning evolution was measurable and has shown eye opening results. Here\u2019s how it looked on paper:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-table aligncenter\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Focus Area<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>What Changes with StoreForce<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Impact on the Business<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">In-Store Conversion Rates<\/td><td class=\"has-text-align-center\" data-align=\"center\">Scheduling to 90% Peak Coverage<\/td><td class=\"has-text-align-center\" data-align=\"center\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\"><strong>Acheived a 4 percentage pt increase in in-store conversion <\/strong>rate<\/mark>s to 53%<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Revenue Growth<\/td><td class=\"has-text-align-center\" data-align=\"center\">Strategic Labor Banding<\/td><td class=\"has-text-align-center\" data-align=\"center\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Maintained the same labor hours as the previous year while <strong>achieving double-digit revenue growth<\/strong><\/mark><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Peak Coverage<\/td><td class=\"has-text-align-center\" data-align=\"center\">Top-down instead of Bottom-up Labor Planning<\/td><td class=\"has-text-align-center\" data-align=\"center\">Consistently hitting conversion rates that are <strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">above the company average<\/mark><\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Wage Costs vs. Sales<\/td><td class=\"has-text-align-center\" data-align=\"center\">Strategic Labor Banding<\/td><td class=\"has-text-align-center\" data-align=\"center\">Sales \u2191 \/ Costs \u2193; Balanced Q1 budget amid unexpected PTO<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Operational Alignment<\/td><td class=\"has-text-align-center\" data-align=\"center\">Unified planning across teams through one source of truth<\/td><td class=\"has-text-align-center\" data-align=\"center\">Finance, Ops, HR collaborating with real-time data; eliminating bias.<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Highlight Store Capacity with Available Resources<\/td><td class=\"has-text-align-center\" data-align=\"center\">Adopting the Available Capacity Report<\/td><td class=\"has-text-align-center\" data-align=\"center\">Improved understanding of store capacity and scheduling selling hours<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong><strong>Culture Eats Strategy for Breakfast<\/strong><\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><strong><strong>and Then Builds a Better One<\/strong><\/strong><\/h3>\n\n\n\n<p>From the start, Aesop approached this as a people-first transformation.<\/p>\n\n\n\n<p>\u201cWe knew we had to involve our Store Managers during the solution roll-out,\u201d Pauline explained. \u201cThey&#8217;re used to running a business. If they feel like they&#8217;re part of the process, the buy-in is real.\u201d<\/p>\n\n\n\n<p>This meant training, dialogue, dry runs, and the launch of a Super User Program\u2014a group of field leaders who could coach peers, gain insights, and reinforce StoreForce education at scale.<\/p>\n\n\n\n<p>This helped reframe how scheduling decisions are made:<\/p>\n\n\n\n<p>&#8211; Store Managers began asking, \u201cHow can I be profitable with the hours I have?\u201d<\/p>\n\n\n\n<p>&#8211; District Managers started owning their P&amp;Ls, using StoreForce data to dynamically adjust schedules.<\/p>\n\n\n\n<p>&#8211; Teams across Canada reported clearer, more efficient weekend coverage, resulting in stronger, more focused customer experiences without overstaffing.<\/p>\n\n\n\n<p><strong>Aesop\u2019s transition was a mindset shift.<\/strong><\/p>\n\n\n\n<p>Store Managers became more financially fluent. District Managers leaned into strategic coaching. And leadership stopped working in silos.<\/p>\n\n\n\n<p>\u201cWe used to operate in silos,\u201d one leader said. \u201cNow, we\u2019re building an even stronger team.\u201d<\/p>\n\n\n\n<p>Their case proves that when you lead with clarity, data, and empathy, the transformation feels natural and produces incredible results.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong><strong><strong>Drive In-Store Conversion Rates, Optimize Costs, <\/strong><\/strong><\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><strong><strong><strong>and Align Your Teams<\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p>Aesop increased in-store conversion by 4 percentage pts and maintained the same labor hours as the previous year while achieving double-digit revenue growth. By adopting StoreForce\u2019s data-driven scheduling platform, you can develop the same processes:<\/p>\n\n\n\n<p>&#8211; Achieve 90% peak coverage to obtain above company average in-store conversion rates.<\/p>\n\n\n\n<p>&#8211; Balance wage costs against sales in real time, even during unexpected labor challenges.<\/p>\n\n\n\n<p>&#8211; Unite finance, operations, and store leadership with a shared, actionable playbook.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong><strong><strong>Optimize Labor Planning with StoreForce<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p>StoreForce\u2019s Labor Banding tool helps you allocate the right hours to the right stores, balancing selling and non-selling activities. This drives better conversion, improves efficiency, and gives your teams more flexibility.<\/p>\n\n\n\n<p><a href=\"https:\/\/storeforcesolutions.com\/blog-type\/blog-post\/revisit-and-revamp-your-approach-to-retail-labor-planning\/\">Learn how Labor Banding can boost your store performance.<\/a><\/p>\n","protected":false},"featured_media":19760,"template":"","resource_category":[3041],"class_list":["post-19754","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_category-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>in-store conversion rates<\/title>\n<meta name=\"description\" content=\"Aesop\u2019s labor planning evolution was measurable and has shown eye opening results through their in-store conversion rates.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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