Conversion Rates can be too high
by Guido Schild
A European brand retail director reported a 42% L4L improvement for its Regent Street flagship in spring of 2013. Improvements came after a store redevelopment. Still, he wasn´t happy: The store’s conversion rate is 30%, too high to him, indicating that the new windows didn´t create enough attention and footfall.
Today the manager is executive retail director in Asia. Given common local retail KPIs, he would be more than happy to have less footfall and European conversion rates.
Would you know the potential of your conversion reserves and how Asian benchmark KPIs differentiate from Europe or US?