Jack Wolfskin is using technology to track visitors to its stores. The Kinect technology, which is normally used for the Xbox One video game console and which reacts to the slightest movement by means of a sensor, a 3D microphone and a color camera, will be installed in all 890 Jack Wolfskin stores. The motion control device analyzes the way visitors move through the store, where they stay longer and where they might have problems understanding the product range. Jack Wolfskin can generate a visual map of the store and its flow of customers and to plan the positioning of shelves and products accordingly. Microsoft's Dynamics CRM software, which was recently extended with several marketing and sales functions, will be used to analyze the data. The multichannel inventory control is now handled via Microsoft Dynamics AX, a resource planning software, which displaces the smaller Microsoft solution, Navision. Jack Wolfskin expects that the technical improvements will have a positive impact on its sales, which decreased by 8 percent to €324 million in 2013.

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