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Are Retailers Measuring ROI
for Retail Environments?
What Are They Measuring?
93% STORE OR SHOP DESIGN
72% RE TAIL FIXTURE PROGRAMS
69% VISUAL MERCHANDISING
17% EXIT SURVE YS
WHE THER A RE TAIL CHAIN is large or small
doesn’t seem to affect its ability or interest in
conducting ROI research, according to A.R.E.’s
survey of retailers conducted in June. Retailers
with fewer than 100 stores seemed just as
likely as much larger chains to study performance of retail environments investments.
One retail executive of a smaller chain, for
example, notes that the company analyzes
performance of store design and visual merchandising programs using test and control
stores, as well as comparing performance
against other sections of the same store.
Another retailer with between 500 and
1,000 locations employs a variety of space
planning tools, heat mapping, and business
analysis to study effectiveness of store and
shop design, store fixture programs, and
visual merchandising programs. Another
retailer in the same size range focuses more
on modeling, using a NPV (net present value)
analysis and a custom-built model in Excel.
At the high end, a retailer with more
than 2,000 locations uses analysis of sales
reports, sell-through, and account bookings,
as well as conversion factors and exit surveys
to gauge effectiveness of store design and
visual programs. Another in the same size
range reports using such tools as shop-along
consultants, store feedback, eye tracking,
sales analytics, and trials.
—Source, A.R.E. “State of the Industry” survey of
retailers and brand marketers, June 2013.
MONDAY 13 JANUARY 2014 | 6:00P - 10:00P
NEW YORK CITY, TIMECENTER STAGE | 242 WEST 41ST ST. - NY TIMES BLDG