As online shopping upends the retail business, many Wall Street analysts say tra...
NEW YORK - As online shopping upends the retail business, many Wall Street analysts say traditional measures such as counting the number of people who visit stores on major shopping days are no longer a reliable gauge of a company’s performance.
FILE PHOTO: Holiday shoppers look for deals at the Pentagon City Mall in Arlington, Virginia, U.S., November 29, 2019. REUTERS/Loren Elliott Below are some of the newer methods that retail analysts are employing on the job, as well as some traditional ones.** Subscribing to retailers’ emails to closely monitor promotions, flash sales and doorbuster deals** Examining e-receipt data provided by consumers, recording when a customer was at a store and what they bought.
** Forming partnerships with third-party data analytics firms measuring things such as website visits and social media sentiment for a more holistic view** Counting the proportion or number of millennials and Gen Z customers shopping at the store** Counting cars at malls and in retailers’ lots** Average selling price, calculated by dividing net sales by the number of products sold
** Average basket size, or the average number of items sold in a single purchase, calculated by dividing total number of units sold by the number of invoices** Conversion, or the proportion of people who visit a store or browse a website and ultimately purchase a product. Field teams typically make estimates by observing traffic in stores.
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