Garner Traffic Intelligence

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.