Traffic Counting Solutions: Best Practices By Michael Bunyar, St. Michael Strategies
•Traffic Counting: Best Practices
Most retailers that install a traffic counting system take a "toe in the water" approach to using the data. Increasing conversion rate by 1% annual in many chains provides a very satisfactory ROI. This type of result can usually be achieved simply through awareness, better staffing during busy periods and days, and by better accountability.
But some retailers have gone well beyond minimal annual conversion rate increases. The September issue of Integrated Solutions for Retailers described how one division of Liz Claiborne doubled their conversion rate over a period of three years. A few other retail chains have had similar results. How do they do it?
The chains that generate superior results do so by building an implementation program that contains most or all of the 5 following steps:
- complete data
- realistic objectives
- company-wide on-time reporting
- full-time, operational project manager
- clear, sustained, practical management commitment
•Traffic Counting: Best Practices
Michael Bunyar is president of St. Michael Strategies, Inc. founded in 1998. He is a founding partner of Bunyar Malenfant International, and has been selling traffic counters and staff productivity systems to retailers around the world for over 30 years. With a number of former senior retail executives who have successfully implemented traffic counting programs in different ways and in different parts of the world, Mr. Bunyar felt that retailers could achieve significantly better sales and profits through a more focused use of traffic and related information.