The Value of Traffic Data-- Measuring Opportunity

For years, retailers have had to manage with only one part of their total business story.  With sales and transaction data, they knew the customer demand that they were able to satisfy during a given day.  But they had no way of knowing the total opportunity that was present in their store that day.  With accurately measured traffic data from ShopperTrak, retailers now have a complete performance picture. 

Tale of Two Stores

Clients who are new to ShopperTrak are frequently surprised when they discover that two stores, which they had thought to be virtually identical when measured by sales and transactions, took on an entirely different aspect when traffic and conversion rate measurement was added.  In the following example, Store #1 has higher sales than Store #2, but which one is the better performer?