Retail KPIs

Some of the KPIs we have worked for a retail customer

KPI Definition Method
Sales KPI    
Total Sales Indicates the change in sales for a specific period of time Sales for a specific period / sales of the previous period
Total Sales by Channel Indicates the change in sales metrics from a particular channel for a specific period of time Sales for a specific period from a channel / sales of the previous period from the same channel. (Note: Channel visit can be at any stage of the customer visit and not necessarily first interaction)
Total Sales by Campaign Indicates the change in sales metrics for a particular campaign for a specific period of time Sales for a specific period from a campaign / sales of the previous period from the same campaign.
Product KPI    
Individual Product Performance Indicates the sales performance of a individual product for a specific period of time Sales of a particular product for a specific period / sales of that particular product for the previous period
Product Category Performance Indicates the sales performance of a product category  for a specific period of time Sales of all products in a particular category for a specific period / sales of that particular category for the previous period
Demand/Supply ratio by product Indicates the ratio of demand and supply for each individual product Requests for a particular product/Inventory available for a particular product
Abandonment Rate by Products Indicates the change in rate of unique drop-outs for a particular product Total number of drop-outs rate for a specific product for a specific period/ Total number of drop-outs rate for a specific product for a specific period/
Product Conversion Rate Indicates the conversion rate of the product Total number of unique views for a particular product/total sales of a particular product
Customer Affinity by Products Indicates change in users affinity towards a product Total number of users with growing affinity score for a particular product for a specific period/ Total number of users with growing affinity score for the previous period
Customer KPI
Total Audience Indicates the growth in audience for a specific period of time Total number of unique audience across all channels for a specific period/ Total number of unique audience across all channels for the previous period
Total Prospects Indicates the growth in prospects for a specific period of time Total number of prospects for a specific period/ Total number of prospects for the previous period
Total Customers Indicates the growth in customers for a specific period of time Total number of customers for a specific period/ Total number of customers for the previous period
Total Customers (Repeat Purchase) Indicates the growth in customers who have made more than one purchase for a specific period of time Total number of customers(with more than one purchase) for a specific period/ Total number of customers(with more than one purchase)  for the previous period
Total Customers (Profitable) Indicates the growth in profitable customers for a specific period of time Total number of customers(profitable segment) for a specific period/ Total number of customers(profitable segment)  for the previous period
Customer retention rate Indicates the change in customer churn rate Total number of users with declining RFMS score for a specific period/ Total number of users with declining RFMS score for the previous period
Average resolution time Indicates the change in resolution time Total Time to resolve/Total Requests
Spend KPI    
Overall Marketing Spend Indicates the change in marketing spends for a specific period of time Total cost spent across all channels for a specific period of time / Total cost spent across all channels for the previous period
Cost Spent on Interest Generation Indicates the change in spends with regard to interest generation (first visit) Total cost spent on interest generation across all channels for a specific period of time / Total cost spent on interest generation across all channels for the previous period
Cost Spent on Lead Engagement till Purchase Indicates the change in spends with regard to user engagement (first visit) Total cost spent on engagement for a specific period of time / Total cost spent on engagement for the previous period
Cost Spent on Customer retention Indicates the change in spends with regard to customer retention Total cost spent on customer engagement for a specific period of time / Total cost spent on customer engagement for the previous period
Cost Effectiveness by Channel Indicates the effectiveness of cost spent on each individual channel Total cost spent on a particular channel for a specific period of time / Total cost spent on particular channel for  the previous period
Cost Effectiveness by campaign Indicates the effectiveness of cost spent on each individual campaign Total cost spent on a particular campaign for a specific period of time / Total cost spent on particular campaign for  the previous period
 
Conversion KPI
Traffic to Lead Ratio Indicates the ratio between incoming web traffic to prospects. Prospects would mean visitors who has registered a point of contact (email/phone) Total Traffic/Total Leads
Lead to First Purchase Indicates the change in conversion rate of the leads to customers across touch-points for a specific period of time Total Customers/Total Leads
First Purchase to Repeat Purchase Indicates the change in conversion rate of the customers going for repeat purchases for a specific period of time Total customers/total customers with more than one purchase
First Purchase to Repeat Purchase – Time bound Indicates the change in conversion rate of repeat purchases based on cohort cycle Total customers in a cohort due for purchase/ Total customers in the cohort who makes a purchase
Walk-ins to Purchase Ratio Indicates the ratio between store walk-ins to buyers. (RFID/NFS tag) Total walk-ins/total unique purchases at the store
Traffic to first purchase by Channel Indicates the channel’s performance towards a purchase for a specific period of time Total Unique users from the channel/total unique users making the purchase from the channel. (Note: Channel visit can be at any stage of the customer visit and not necessarily first interaction)
Traffic to first purchase by Campaign Indicates the change in effectiveness of a specific campaign for a specific period of time Total Unique users from the specific campaign across sources/ total unique users making the purchase
Traffic to Abandonment by Campaign Indicates the change in effectiveness of abandonment of product from the traffic generated from a particular campaign Total Unique users who clicked the cart event from the specific campaign / total unique users who did not make the purchase after the cart event from the specific campaign
Goal Conversion Effectiveness Indicates the change in performance for every successful goal conversion (last point met) Total Unique users at the first touch-point/total unique users who completed the goal path
Goal Effectiveness Indicates the change in performance for every goal set. This indicates the progressive stage of the campaign helping us understand if the goal needs to be tweaked
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