Posted on November 9, 2017
Zero in on the marketing efforts that have a measurable impact on conversion.
Retailers use numerous strategies to promote their business and drive to store: from e-couponing to themed promotions, seasonal events and beyond. These efforts all represent a cost, and as such, you need to know if they’re working to truly drive sales.
POS data is only one part of the story. Traffic counting helps provide a fuller picture so you can accurately evaluate the success of a campaign:
- Powerfully correlate the day’s sales with foot traffic. Did your promo drive to store but customers failed to convert? Perhaps traffic was low, but promoted items did well—what are the factors in place to maintain and amplify?
- Understand your store’s hotspots and how they function during a promotion. Measure how long people stay at displays, windows and promo areas.
Get granular. Know whether promotional initiatives like changes to store hours, window displays, and in-store events really help drive traffic and conversion.