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Chains are growing sales by counting their traffic. Retail chains operate in a fiercely competitive market. Today, many store owners view a 0% sales increase as a victory—they didn’t lose market share. Given this situation, it seems completely unrealistic to talk about a 5%, 10% or even 20% increase in sales. Yet, that’s what some chains are achieving. How? They count their traffic.

Lack of service due to incorrect staffing of the store to meet the number of customers is one of the main reasons of loss sales. A store who got a traffic of 3,000 visitors in a week, but sells only 15% to them, it’s just 450 transactions. This situation means that 2,550 people leaved the store without buying. If we want to enhance the sales of 5%, it’s necessary to sell to 23 of the 2,550 visitors who didn’t buy. Perhaps the mailman or delivery man comes a few times.

Everyone that walks by your store is a potential customer and you need to view things that way or you won’t exploit the potential that it presents. The issue is about how to actually get those random passersby to actually make the choice to come into your store and take the time to peruse your offerings. First impressions really are everything and so you need to ensure that your store looks really inviting, firstly from the outside and then once the customer gets inside.

A customer counting system is a management tool designed to identify your store’s closing ratio, which is the percentage of all the traffic that entered the store that actually bought something. No store sells to everyone. Most mall-based specialty stores sell to less than half their traffic.