STORE TRAFFIC IS A GIFT by Mark Ryski
A trade secret starts coloring a canvas. In retail, foot traffic is indispensable for survival, let alone growth. The picture then explains how, one can master the art of monitoring, and convert foot traffic into sales that calls for data-driven discipline and diligence.
First few chapters of the book deal with store foot falls and discuss the nitty-gritty of transforming those into sales. Things like the need for close observation to detect and nullify conversion barriers are covered. Come to chapter 4, and get introduced to the idea of 'super conversion', where, techniques of analyzing current performance and boosting conversion rate are discussed. Next few chapters look at real challenges, like choosing staff and their training, and the need, as well as the ways, to study constantly, the performance of one's store. A chapter is devoted to the latest in all this, like amazon effect, self-checkout, and other dynamics of online business model.And an insight into how, artificial intelligence (AI) and other technologies may impact the physical store, store traffic, and shopper conversion, brings the book to a close.
I liked the book. It presents many new and improved ideas with clarity and style. Also, in each chapter, the 'takeaways' make it easy, the practical implementation of all this, as well as refreshing one's grasp and acting as a ready reference.
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