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.
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
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.
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:
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.
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
