Insight / Blog

The most important metric in retail


Posted on 30th July 2019

With consumer consumption rapidly moving online, the last few years has seen an increasingly ruthless assessment by retailers of the value of their physical store estates. 

And the result hasn’t been pretty.  There’s been blood letting on high streets and in shopping centres across the world, with countless stores having ‘fallen foul’ of the key valuation metrics – typically sales per square feet – put in place.

Now, in a really thought provoking piece, Doug Stephens (aka The Retail Prophet) has recently argued the case in influential title the Business of Fashion, for stores’ value being measured in terms of media value.

It seems a stretch at first, but the case is compelling.  While the digital landscape is becoming so crowded that a 34% YoY growth in digital market spending resulted in an increase of just 3% in actual clicks (Merkle), Doug Stephens argues that physical stores that can still draw crowds that snake down the roads at the peak of their pulling power, have a unique ability to act as gathering places in which to showcase a brand.

Physical stores also have the capacity to offer an experience that is far more immersive than can be offered by most on or offline media outlets, with shoppers able to live and internalise brand stories, understand and experience products and feel like part of a brand community.

Intrigued? Why not read more to see if you’re as convinced as we are…


Senior Content Marketing Manager

Ethan joined Doddle in 2019. He covers news and analysis across ecommerce delivery and returns.


Related articles

5th January 2023

5 changes we predict in ecommerce delivery & returns 2023

We check last year's predictions and forecast more changes in the first and last mile for 2023.

Read more

2nd November 2022

Q4 product release highlights – flexibility, C2C and more

These are the new product features and changes we've added in the last quarter.

Read more

27th October 2022

How to change consumer behaviour: We talk to Royal Mail, CTT and Delivering London

We spoke to industry leaders about consumer behaviour, convenience and sustainability.

Read more

Sign up for our newsletter to stay on top of the latest industry trends, challenges and solutions.

Required

You're on our global site.

Continue

Switch the country

Japan United States