Vous évaluez vos stratégies de marketing de détail. Quels indicateurs clés de performance devez-vous privilégier ?

Prioritize KPIs like sales conversion rates, customer acquisition cost (CAC), customer lifetime value (CLV), return on investment (ROI), and store traffic trends to gauge the effectiveness of your retail marketing strategies.

You may focus on metrics such as sales revenue, conversion rates, customer acquisition costs, and return on investment (ROI). These indicators provide insights into the effectiveness of your marketing efforts in driving actual sales and profitability. Additionally, you can consider metrics related to customer engagement, such as website traffic, email open rates, and social media interactions, to gauge your campaigns' overall reach and effectiveness in engaging your target audience.

Understanding and optimizing the conversion rate is key in refining retail marketing strategies. It reveals the effectiveness of converting potential customers into buyers. From my experience, enhancing this metric involves analysis of customer behavior throughout their journey, identifying friction points, and refining strategies to streamline the path to purchase. This approach boosts sales and enhances overall customer satisfaction.

Prioritize the conversion rate as a key performance indicator. This metric measures the percentage of visitors who complete a desired action, such as making a purchase. A high conversion rate indicates effective marketing strategies and a well-optimized sales funnel, directly impacting your revenue and growth.

Acredito que o CLV, ou Customer Lifetime Value, é o principal KPI estratégico para a retenção de Clientes no Varejo. Sabemos que estruturar uma plataforma de CRM do zero não é uma tarefa simples, muito menos coletar e organizar dados sobre quanto dinheiro os clientes gastaram conosco até então. (Quem não aguenta mais informar o CPF nas lojas, principalmente nas redes mais famosas de farmácias, levante a mão!) Não podemos esquecer que também somos clientes e que diminuir essa dor na coleta dos dados deveria ser o principal pensamento de quem está à frente dos Programas de Fidelidade. O CLV ajuda a compreender rentabilidade e lealdade e a tomarmos melhores decisões sobre investimentos em mídias para a aquisição de novos clientes.

Track the average order value (AOV) to understand how much customers spend on average per transaction. Increasing the AOV can significantly boost your revenue without needing to acquire more customers. Use upselling, cross-selling, and bundling strategies to enhance this metric.

Measure foot traffic to understand the number of customers visiting your physical store. This KPI helps assess the effectiveness of your offline marketing strategies and in-store promotions. Increased foot traffic typically indicates successful marketing efforts and can lead to higher sales volumes.

In this years after the post pandemic growth of digital marketing and online sales I've found that the challenge we are facing is tracking, on brick and mortar stores, the effect of social media and digital marketing. In my personal experience we need to use new phygital kpis, to do so we need to go back to store layouts (even on small retail shops) that can characterize the variety of graphics, displays and rich media displayed in store, and measure with new technology such as head counting on each area of our store to track our customers in store journey and conversions just as in a web or digital funnel.

Track online engagement to evaluate how customers interact with your digital content. Metrics such as likes, shares, comments, and click-through rates on social media and your website provide insights into audience interest and involvement. High online engagement often correlates with increased brand awareness and customer loyalty, ultimately driving sales.