Lecture 6 - Internal analysis

Question 1

The retail monitor formula

Answer 1

Sales (S) = CA * ((UV*VF)/CA) * C * UPT * AUP

Question 2

CA

Answer 2

Catchment area

Question 3

UV

Answer 3

Unique visitors

Question 4

VF

Answer 4

Visitor Frequency

Question 5

Number of visitors

Answer 5

CA * ( (UV*VF) / CA)

Question 6

VI

Answer 6

Visitors index

Question 7

Visitors index

Answer 7

(UV / VF) / CA

Question 8

Number of customers

Answer 8

[CA * ( (UV*VF) / CA) ] * C

Question 9

C

Answer 9

Conversion rate

Question 10

UPT

Answer 10

Units per ticket

Question 11

AUP

Answer 11

Average Unit Price

Question 12

Average ticket

Answer 12

UPT * AUP

Question 13

Short version of the retail formula

Answer 13

S = CA * VI * C * AT

Question 14

AT

Answer 14

Average ticket

Question 15

Attraction value

Answer 15

CA * VI

- influenced by the external marketing mix

Question 16

Transaction value

Answer 16

C * UPT * AUP

- influenced by the internal marketing mix

Question 17

Lost sales is when..

Answer 17

People had a purchase intention but did not convert

Question 18

Value of lost sales

Answer 18

Purchase intention * (1-conversion) * average ticket

Question 19

Missed conversion

Answer 19

Lost sales / (Lost sales + conversion)

Question 20

Assortment Dominance Matrix…

Answer 20

Sales from the point of view of product groups

Question 21

Assortment Dominance Matrix (dimensions)

Answer 21

Y-axis -> Low vs High market share

X-axis -> Small vs Large market

Question 22

Assortment Dominance Matrix (quadrants)

Answer 22

UL -> Reputation
DL -> Question marks
UR -> Cherish
DR -> Opportunities

Question 23

Segmentation of departments matrix (dimensions)

Answer 23

Y-axis -> high vs low attraction value

X-axis -> low vs. high transaction value

Question 24

Segmentation of departments matrix (quadrants)

Answer 24

UL -> lots looking, little buying
DL -> little looking & buying
UR -> lots looking & buying
DR -> little looking, lots buying