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Conversion: The Last Great Retail Metric, by Mark Ryski
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'Retailers today are able to generate the critical customer information on traffic and conversion rates that turn from their traditional anecdotal reflections . . . in Conversion Mark Ryski tells us all that we need to know to make that shift a reality. A true find for any retailer looking for dramatic improvements in business outcomes!''
- Len Schlesinger President, Babson College
former Vice Chairman and COO, Limited Brands
''A retail brand is built from the cumulative effects of its shoppers' experiences over time, making learning from these experiences a strategic priority for retailers in order to drive business value. Converting customers into buyers is the first step in creating a sustained partnership that results in value for all. The strategies introduced in this book will help retailers of all sizes and categories convert their customers' experiences into future buyers.''
- Pat Conroy Vice Chairman, Deloitte LLP
& Consumer Products Practice Leader
''Half the battle is finding the right things to measure for your business and industry. Ryski is right that conversion is a critical metric for retailers who care about revenue, profits, and growth.''
- Thomas H. Davenport President's Distinguished Professor,
Babson College & Author of Competing on Analytics and
Analytics at Work
- Sales Rank: #1082520 in Books
- Brand: Brand: AuthorHouse
- Published on: 2011-06-08
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .99" w x 6.00" l, 1.28 pounds
- Binding: Paperback
- 396 pages
- Used Book in Good Condition
About the Author
Mark Ryski is the Founder and President of HeadCount Corporation, a leading business analytics firm working with retailers across North America. He's also the author of When Retail Customers Count - the first book ever written dedicated to the topic of retail traffic and customer conversion.
headcount.com
Most helpful customer reviews
3 of 3 people found the following review helpful.
Finally, someone who gets it.
By B.D.J.
In one form or another, I've been heavily involved in most aspects of retail for nearly 20 years and this is the most sensible approach to driving business growth I've encountered.
All too often retailers focus on driving traffic and reducing costs. Marketing departments want to run more flyers and more ads and store operations want to reduce staffing costs. Well what about the 50%+ of people who came into your store and didn't buy anything? Why waste money driving more people into your stores so that even more of them walk out without buying. Instead, why not focus on what you can do to get the ones who came into your stores to transact. It can be as simple as having the right number of well trained, knowledgeable staff around at the times when shoppers most often frequent your store or it may cause you to rethink your marketing messaging so it better aligns with your in-store value proposition.
This book points out the classic blunder - retailers look in the till and use this as a proxy for traffic. If half or more of the people walk out because there are insufficient or inattentive staff then what's in the till doesn't represent the true potential of the traffic which walked in the door. If they walked out because they couldn't find what they were looking for - the item was out of stock or the customer couldn't find it - you need to understand that. To achieve operational excellence you need to understand how much you're missing, why you're missing and how much improvement you can drive with various in-store initiatives. And that means understanding and acting on conversion.
And that's just the simple stuff. This book is an indispensable handbook for "C Level" retail executives on how to get it right. How to create a culture that gets analytics and uses them to drive performance. How to break the cycle of evaluating performance by comp sales instead of measuring performance against the true opportunity. In short, how to take retail operations to the next level.
I highly recommend this book for anyone who wants to be a smarter and better retailer. Those who get conversion will quickly distance themselves from those who don't.
1 of 1 people found the following review helpful.
Conversion
By dfink
There is nothing quite like getting good advice from an expert who has both the academic credentials due to study and the street cred due to having "been there and done that". Mark Ryski's "Conversion" is a veritable how to manual for Retailers looking to improve their sales performance and productivity by converting shoppers to buyers. This book is for both decision-makers and implementers and will be extraordinarily valuable to the individual who is involved in both for their business. Down-to-earth and each and every assertion is backed up by case study data and facts. If you are a Retailer - this should be a core curriculum item.
0 of 0 people found the following review helpful.
Conversion
By dfink
There is nothing quite like getting good advice from an expert who has both the academic credentials due to study and the street cred due to having "been there and done that". Mark Ryski's "Conversion" is a veritable how to manual for Retailers looking to improve their sales performance and productivity by converting shoppers to buyers. This book is for both decision-makers and implementers and will be extraordinarily valuable to the individual who is involved in both for their business. Down-to-earth and each and every assertion is backed up by case study data and facts. If you are a Retailer - this should be a core curriculum item.
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