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Don’t forget the saving of the traffic and bag count: how to Measure the performance of the retail trade in the online world

NEW YORK (Ap) – Marshall Cohen does religiously frequented the same stores every holiday season since 1999.

FILE PHOTO: Shoppers can link their Nordstrom bags as well as pre-Thanksgiving and Christmas holiday shopping is accelerating to the King of Prussia Mall in King of Prussia, Pennsylvania, united states. November 22, 2019. (REUTERS photo/Mark Makela

But instead of snapping up a bargain as well as favorite gifts for family and friends, the company’s chief retail adviser, it is in order to investigate the behaviour of others, such as shopping online, put in the retail business.

A major shift in consumer behavior and preferences have forced it to Cohen, who works for a market research company, NPD Group, and other retail analysts, is to approach their work very differently than two decades ago.

“If you were to try and replicate the research methodology, or even to save the observation, in today’s world, if you have a problem,” Cohen told Reuters. “It’s no longer good enough just to look at it is to save on traffic or parking matters.”

Cohen and his colleagues will have to get it right because of their knowledge, have been reported to investors and retail customers, impact of marketing, the movement of the stock prices and guide investment decisions.

A record number of U.S. consumers are spending more time online, coupled with a shorter holiday shopping season and throughout the year, the discount wars among retailers has led analysts to upgrade to the latest version, with a lot of shifting from the “old-school” tactics are the measure of a company’s overall performance.

Instead of simply asking shoppers why they left a store empty-handed, analysts will examine the impact of the online one Amazon.com Inc., as to the question of whether the customers have started Christmas shopping in July, on a Prime Day, it is now a major event on the annual retail calendar to rival the Thanksgiving holiday weekend and Black Friday.

The calculation of sales per square meter, is a measure of how much of Instagram’s own, special, exclusive and fashion brands that will be offered in the retailer and on the sales floor, and to the site, and the analyst, instead of just seeing how a lot of bags for a shopper to browse, with, are, now count how many of the younger millennial and Gen Z shoppers are a regular store and if they make a purchase.

Craig Johnson of Consumer Growth ners, says that the traditional metrics, such as foot traffic, average sales prices and average basket size, and can often be very indicative of what is going on in the stores.

However, other retail analysts, online stores, and offers a range of services, including “buy online, pick up in store” that can interfere with the ability to assess a retailer’s conversion rate is a traditional measure of the percentage of visitors who do their shopping.

Brian Field, senior director of global retail consulting at ShopperTrak, which is part of a retail company’s Sensormatic Solutions, said that it was very difficult for us to find out if it’s traffic, as reported by the retailers was that of the people who buy things from the store, or shoppers can pick up online orders. “It’s kind of synonymous with the fact that retailers are reporting mixed sales, selling online, selling in the shop together,” Field said.

“I think that’s what it really boils down to is that the customer journey has changed: it can start anywhere, in-store, online, and in the end, everywhere.”

SUSPECTED

When Marie Driscoll, Coresight Research has been the managing director of the luxury fashion, you receive an e-mail from Saks Fifth Avenue, and in less than a week before Black Friday, to warn her that several of the leather designer items like purses could be purchased, and they took a note.

In the store, and thought they might have trouble selling these items, which is often given as a gift.

Saks, owned by Hudson’s Bay Company, did not agree.

“It would be irresponsible for you to assess class performance on the basis of the customer’s e-mail, as the vast majority of personal recommendations are derived from client preference, a spokesman for the company said.

Consumer Growth ners’ Johnson keeps close track of how many brands were born, on Instagram, on the floor, and when he visits, Nordstrom Inc. these days. That will tell him whether the retailer is catering to younger shoppers, who are looking for the labels with their smart phones.

A source with knowledge of the matter said, Nordstrom is looking for opportunities to launch new brands and expand existing partnerships with a limited distribution, and emerging brands, to differentiate it from their product line.

FLYING BLIND

U. S holiday retail sales in November and December are expected to increase by around 4% from 2018 to as much as $730.7 billion, according to the National Retail Federation (NRF), a rate of increase in falls in the 13.6% annual jump in to Adobe Analytics, it has been seen in online sales between Nov. 1 and Dec. 19, to a $125.6-billion. Smart phones are good for 35.3 per cent of the total income.

But analysts say retail businesses are providing too little information, too late, forcing them to draw conclusions from very limited data.

“You don’t get full of holiday pictures to a few months later…The (shop owners) actually report it, you’re flying blind,” said Charlie O’shea, who has worked as a retail analyst for Moody’s for 17 years, covering Walmart Inc., Target Corp. and Best Buy Co. Inc., among others.

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“All the shop owners are talking about sales…we’ll have to see how much money you have,” he added.

O’shea said he sometimes uses a third-party sale of data, and Adobe Insight data for the online number.

“If you’re looking for is a pot here with a bunch of different ingredients in it, and then you just have to try it, and frame it.”

Additional reporting by Nandita Bose in Washington and Jeffrey Dastin in San Francisco; Editing by Vanessa O’connell and Kirsten Donovan

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