By Erin Harris, Integrated Solutions For Retailers magazine
Retailers accurately measure sales results, average trend, and margin, but they may be missing the key ingredient to maximizing sales — opportunity. After all, a missed opportunity is a missed sale. In order to understand and capitalize on opportunity, retailers must evaluate marketing and advertising campaigns, calculate customer-to-sale conversion rates, and identify peak selling times in hours, days, weeks, months, years, and seasons. Anna's Linens, a multichannel retailer specializing in home fashions, needed a solution that measured traffic so it could staff stores accordingly to maximize customer service levels and improve conversion rates.