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Written by Eric Tiansay
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Thursday, 09 April 2009 01:00 AM America/New_York |
 Christian retailers can find ways to boost their traffic by taking a closer look at some of their sales data.-
- That is the advice from retailer and software developer Mike Guido, who says that it is becoming more and more critical for stores to drill down into information available through their P.O.S. systems.
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- “With business as tight as it is for many, it’s increasingly scary to consider throwing advertising dollars at a campaign without really knowing the target,” he writes in an Industry Forum article for Christian Retailing magazine.
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- The owner of Majesty Bibles & Books in Manchester, Conn., and Revelation Retail software provider describes the Customer Retention Triangles he has developed from sales information available at his store.
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- Among the things he discovered, he says, was a 75% first-year return rate for new shoppers who bought apparel on their first visit. As a result, the store “significantly increased” the display space given to the clothing category that adjoins Majesty's music department.
- If other stores are to mine similar information, they will have to put greater emphasis on creating and maintaining a solid database. “It’s all too easy, especially in busy selling times and seasons, to miss capturing customer information at checkout,” Guido said.
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- Read Guido's complete essay in the April 6 issue of Christian Retailing.
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