For most people, coffee comes first every day. For some, the process is a morning artistic ritual, and Fellow is there to help craft each individual’s perfect cup of Joe. At Fellow, their customer’s preferences come first, and understanding how they’re helping their customers is a priority. This is where Dor steps in—to help Fellow grow by providing them with the insights they need to better serve their audience.
Before Dor
Before using Dor, Fellow had no way of tracking foot traffic.
“We just used to go by what we saw in the trend,” explained Nicolas Johnston the Senior Manager of Retail for Fellow. “Being in retail for a long time, I know the importance of growing a business by tracking tangible KPIs and relaying results to staff. It really puts into perspective how we are selling to the customer!”
Fellow knew they needed to move beyond "gut feelings" and visual estimates to more data-based decisions.
Customer Conversion
For many retail stores, this kind of visibility is essential. Without data on how many potential customers are coming through the door, it’s nearly impossible to measure conversion rates effectively.
"When we were looking for a foot traffic counter, I needed a system that would help me see how our store converted foot traffic into sales," said Nic. "It was crucial for us to have something that could communicate directly with all of our POS interactions."
Fellow had been operating by observing general trends, but they needed a more data-driven approach to understand their customer behavior and sales performance.
Empowering Teams and Driving Sales
Dor's sensor quickly became a valuable asset for Fellow, particularly in terms of training and improving customer interactions.
"Dor has been an excellent training tool for my staff," said Nic. "They can see exactly how their interactions with each customer impact the business directly!"
By making the data visible and actionable, Dor has helped the team identify patterns in customer behavior, allowing them to adjust strategies accordingly. One major advantage has been the ability to track trends and plan for future growth.
“I’ve been able to see trends, or lack thereof, in the business, and I am looking forward to anniversarizing these results so I can start comparing year-over-year metrics.”
The Dashboard
Dor’s dashboard has become an essential part of Fellow’s operations.
"Right now, my main dashboard feature that I use is the location ranking section," Nic explained. "I also like the weekly email that states the trend from week to week, and I look at the graph from time to time. I think once we start to anniversary the metrics, we will be able to fully use all of the reporting tools!"
These features provide insights that help Fellow understand their performance at a granular level, making data-driven decisions faster and easier than before.
Looking Ahead
Fellow's experience with Dor has been overwhelmingly positive.
"Dor has been so great to use, and the customer service has been a dream!"
Looking ahead, the team is excited to continue integrating Dor’s insights into their business strategy as they continue to grow their foot traffic data.
Just like how each cup of coffee Fellow helps craft is unique to the individual, their approach to customer service is equally personalized. We look forward to continuing this partnership as Fellow explores new ways to elevate the retail experience—one customer interaction at a time.