Did It Work?

Understanding the Full Impact of Your Marketing (and Other) Initiatives

Measuring the effectiveness of a new retail initiative-- a marketing promotion, a significant change in floor sets, a different compensation plan-- is difficult by any standard.  But if you are working with incomplete information, it is virtually impossible.

Sales, transaction and labor data are obviously essential in evaluating an intiative.  But ShopperTrak has seen that traffic data is equally important.  Why? 

Well, let's suppose that you just launched an important and expensive marketing campaign.  And one week later, you discover Sales and Transactions are absolutely flat-- no change.  Without traffic data, you are stuck.  With traffic data, you will know:

• Did I drive more customers into my stores overall? Where did traffic increase the most? The least?
• What was my Conversion Rate?  Did it decrease as traffic increased?
• What was my Shopper to Associate Ratio during the time period?  Did I have enough coverage?
• If I experienced low stock levels or stock outs, how much money did I leave on the table?
• Finally, what were my Sales per Shopper?  How did it compare to previous periods?

Please contact us to learn more on how ShopperTrak can provide the full picture on the financial return from your key initiatives.