Lecture 6 - Internal analysis Flashcards
The retail monitor formula
Sales (S) = CA * ((UV*VF)/CA) * C * UPT * AUP
CA
Catchment area
UV
Unique visitors
VF
Visitor Frequency
Number of visitors
CA * ( (UV*VF) / CA)
VI
Visitors index
Visitors index
(UV / VF) / CA
Number of customers
[CA * ( (UV*VF) / CA) ] * C
C
Conversion rate
UPT
Units per ticket
AUP
Average Unit Price
Average ticket
UPT * AUP
Short version of the retail formula
S = CA * VI * C * AT
AT
Average ticket
Attraction value
CA * VI
- influenced by the external marketing mix
Transaction value
C * UPT * AUP
- influenced by the internal marketing mix
Lost sales is when..
People had a purchase intention but did not convert
Value of lost sales
Purchase intention * (1-conversion) * average ticket
Missed conversion
Lost sales / (Lost sales + conversion)
Assortment Dominance Matrix…
Sales from the point of view of product groups
Assortment Dominance Matrix (dimensions)
Y-axis -> Low vs High market share
X-axis -> Small vs Large market
Assortment Dominance Matrix (quadrants)
UL -> Reputation
DL -> Question marks
UR -> Cherish
DR -> Opportunities
Segmentation of departments matrix (dimensions)
Y-axis -> high vs low attraction value
X-axis -> low vs. high transaction value
Segmentation of departments matrix (quadrants)
UL -> lots looking, little buying
DL -> little looking & buying
UR -> lots looking & buying
DR -> little looking, lots buying
