Fashion & Apparel

Stop arguing about traffic.

Marketing counts the campaign a success. The floor says nobody walked in. Vitrac counts every visitor, up to 99% accurate, staff excluded, and puts conversion next to it per store and per hour.

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13% → 20%in-store conversion · AdamariRead the story →

Monday meetingDemo data

The campaign worked. Reach was up 34 percent and the discount ran all weekend.

Marketing

Then where were the people. We sold less than the week before.

Head of sales

What the cameras counted

Visitors4,120+31%

Conversion11.4%-3.2 pp

Buyers470-6%

Both were right. The campaign brought people and the floor could not carry them. Nobody had to lose the meeting.

Fashion & Apparel chains already running on VitracAll customers →

Traffic was weak this week.The campaign worked, look at the reach.Store 07 always underperforms.We need more staff.Nobody shops on Tuesdays.That location was always a mistake.Traffic was weak this week.The campaign worked, look at the reach.Store 07 always underperforms.We need more staff.Nobody shops on Tuesdays.That location was always a mistake.

Every one of these is a guess until somebody counts the door.

The fight

A busy week is not the same as a good week.

Fashion runs on campaigns, and a campaign only moves one half of the equation. Without visitor numbers next to receipts, marketing and sales spend Monday describing two different stores.

Reach and footfall are different numbers. Only one of them can walk into a store.

A discount weekend can raise turnover and lower conversion at the same time.

Staff bonuses paid on turnover reward the busy address, not the better team.

Campaign week against the week before

Visitors4,120 +31%

Conversion11.4% -3.2 pp

Buyers470 -6%

The campaign brought people. It did not bring buyers.

A day on the floor

Your busiest hour is not on the roster.

Peak hour19:00512 visitors

Conversion in that hour11.1%lowest of the day

The gap46buyers you did not serve, one evening, one store

Store 07, todayVisitorsConversionOn the floorDemo data

Hour19:00

Visitors512

Conversion11.1%

On the floor5

Busiest hour of the day, lowest conversion of the day, and one consultant went home at 20:00.

The scoreboard

One table both teams sign off on.

Traffic, conversion and the gap to the benchmark for comparable stores. Ranked, not averaged, so a quiet store with a strong team stops looking weak.

Week 41, 13 storesStaff excludedDemo data

Store	Visitors	Conversion	Against benchmark	Trend
Store 02	2,140	24.1%	+6.4 pp	+2.3
Store 05	3,860	19.4%	+1.7 pp	+0.6
Store 07	4,120	11.4%	-6.3 pp	-3.2
Store 09	1,410	21.8%	+4.1 pp	flat
Store 11	2,730	16.2%	-1.2 pp	-0.4

Store 07 has the most visitors in the network and the worst conversion. On a sales report it is the second best store.

The switch

What changes on the day the cameras go live.

The questionWhat you can say on day one

How many people came in?4,120 visitors, counted at the door, staff excluded.

Did the campaign work?Traffic rose 31%, conversion fell 3.2 pp. It moved people, not buyers.

Who sets the roster?The hour curve for that door, updated every week.

Is Store 07 weak?It has the most visitors in the network. It is a floor problem, not a location problem.

Who wins the Monday meeting?Nobody. The table already agrees.

Chains that stopped guessing.

All case studies →

AdamariFashion · Uzbekistan · 13 stores

13% → 20%

in-store conversion, +53.9% network revenue

Strong traffic, weak conversion. The data led to a new store manager role, pay tied to results, and one menswear store rebranded after Vitrac showed most of its visitors were women.

Read the story →

BUTTONFashion

+5 to 7 pp

conversion, after KPIs moved to conversion

When we started measuring real conversions, it became clear where the problem was, traffic or sales staff.

InDenimFashion · 18 stores

+4 to 6 pp

conversion across the network

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