What drives customers to the store?
Which factors have the most impact on footfall for a retailer, and what can be done to increase footfall?
- Build models to isolate footfall drivers incorporating numerous sources of data including calls, tracking, store info., contracts and media
- 2 ½ years of data needed to be reconciled and matched up
- Understanding of store closure impact – 33% of footfall migrated to open stores, and conversion increased – opportunity to optimise the estate
- Large increase in revenue identified through moving media into optimal weeks