EDMONTON, Alberta--(BUSINESS WIRE)--Store closures and bankruptcies dominate the headlines, but one expert sees a large untapped opportunity he says most retailers are shockingly ignoring – and in an upcoming Webinar he will be giving retailers some much-needed answers.
According to Mark Ryski, author and retail analytics expert, shoppers are visiting stores but leaving without buying. Capturing even a small percentage of these ‘unconverted’ shoppers can have a significant and direct impact on retailers’ financial results and long-term viability.
According to Ryski, “It’s undeniable that there are dramatic changes occurring in the industry and many brick-and-mortar retailers are struggling, but blaming poor results on declining store traffic is misguided. It’s true that traffic is part of the story, but lack of focus on in-store conversion rates is even more discouraging because it’s a variable retailers have greater ability to influence.”
During his 45-minute Webinar hosted by Chain Store Age on September 19 at 2 p.m. ET, Ryski along with conversion coaching expert, Chrysi Rubin will share new insights and practical methods for how retailers can optimize in-store conversion rates using basic store traffic count data many retailers already possess. (Register Now).
Ryski’s case for Conversion Rate Optimization (CRO) has garnered attention by RetailWire, Retail Insider, Chain Store Age and Loss Prevention magazine so far and hundreds have already pre-registered for the Webinar.
With 20 years’ experience studying brick-and-mortar store traffic and conversion rate trends, Ryski observed that CRO – a well-established practice in online retailing – is rarely even discussed among brick-and-mortar retailers and is now gaining attention because of the dire circumstances so many retailers are in. As one retail executive confided to Ryski, “nothing seems to be working…we’re questioning everything.”
Ryski asserts that brick-and-mortar retailers today must realize, just like online marketers discovered after the dot-com bust in the early 2000s that they can’t rely on store traffic alone to drive sales – they need to give their full attention to optimizing conversion rates.
“Store traffic has become a precious, non-renewable resource and retailers need to start treating it as such. Conversion Rate Optimization is a way to make the most of this precious resource – that’s what retailers who join us on Sept. 19 are going to discover for themselves,” Ryski says.
Mark Ryski is the Founder and CEO of HeadCount Corporation, a leading retail analytics company and the author of Conversion: The Last Great Retail Metric and When Retail Customers Count. www.headcount.com