Meet our client – Dynalux

in-store traffic analysis

Our new client DynaLux is a data collection and in-store traffic analysis solution that offers luxury brands and retailers genuine insights into the audience that actually visits the physical retail stores.


Dynalux’s mission is to revolutionize the in-store traffic analysis market the same way Google Analytics and other online analytical tools have allowed e-commerce platforms such as Amazon, Net-a-Porter or Farfetch to better understand the trends and profiles of their respective audiences.

It’s true that these platforms have the ability to capture data and analyze in detail the visits trends (with or without a transaction and with or without a log-in). By going beyond the simple demographic-related analysis, they are able to obtain trends and shopping behaviors, which in turn allows them to have a better vision, choose the best marketing and sales actions, improving user’s experiences and ultimately, increasing their sales.

In the case of physical luxury boutiques, there are currently some solutions available to analyze traffic, however, such automated tools only scratch the surface. A qualitative in-depth analysis of traffic (regardless of conversion) isn’t available at all. Knowing that for every 100 visits to a luxury boutique, 15% to 25% of customers wish to and/or carry out a transaction or at least leave their details to be contacted in the future; the remainder are not being considered at all, in any way, shape or form. Of course, the staff will have a general idea of the visitors who visit their boutique. And so, with the type of data captured and analyzed by DynaLux, rather than relying only on historical sales to make projections, brands and retailers can now track a wealth of information, including the root causes behind the non-converted visitors.

DynaLux intends to go beyond this analysis and offer a detailed view of each visit, thus explaining each unfinished sale, which will allow its user to take immediate action to counteract this situation.


Dynalux is currently based in Dubai and is already working with major luxury brands such as IWC, Vacheron Constantin, Officine Panerai, Zadig & Voltaire, Paul Smith and Balenciaga, among others.

They now wish to work the European market and have chosen Sparkling PR to be their local partner to develop their business activity in Switzerland, Portugal and Spain.

“I’m so excited to partner up with Omar Chaoui, founder of Dynalux. I’ve known Omar for more than 5 years and it’s always a pleasure to work with colleagues again. He has over 20 years experience in the luxury industry and has a great understanding of the retail needs of brands and retailers alike.
Marina Coelho, founder of Sparkling PR