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The role of shopper traffic as a signal of ‘true demand’


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At Levi’s, this new retail passion for


connecting in a more meaningful way with shoppers relies heavily on stores. The company says it is now focused on “bringing the flexibility and ease of omnichannel to the in-store environment, while also giving the consumer a unique and highly personalised experience, that they can’t get anywhere else”. Forward-thinking retailers are tailoring KPIs


to reflect data-driven improvements to traffic, dwell time and spend-per-visit. After all, the pressure is building to measure and report success in this new landscape where retailers are investing so heavily in creating a more engaging and accessible store environment. Data analytics, with traffic at the core, will be a critical factor in this - not just measuring success, but driving it too.


CONSUMERS ARE VOTING WITH THEIR FEET The signs are that the investment will pay off. Recently interviewed by Sky News, David Atkins, chief executive of Hammerson, said that stores remain the most important medium for retailers despite the rise of online. He cited the fact that most of retail spending remains offline, and that 90% of purchases still involve stores at some point in the buying journey. Even millennials and Generation Z, who


came of age amid the rise of Amazon, Facebook and Instagram, prefer in-store to digital shopping. Most global millennials (70%) prefer bricks-and-mortar retail stores, according to retail property giant CBRE. And in the US, over 77% of Gen Z said bricks-and- mortar stores are their preferred shopping channel, according to Accenture research.


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