One of the biggest challenges for brands today is increasing sales in their physical stores and boosting conversion. While many businesses have figured out how to grow online sales, offline sales still remain tough to scale.
To understand how to improve store sales, it helps to break things down into three key parts: footfall, conversion rate, and average order value (AOV).
Store Sales = Footfall × Conversion Rate × Average Order Value (AOV).
Footfall refers to the number of people who walk into your store. If no one is walking in, you can’t expect sales to grow—so the first step is always driving more traffic.
Conversion rate is the percentage of people who actually buy something after walking in. A store with high footfall but low conversions needs to focus on better customer experience, product display, or even staff training.
Average order value (AOV) is how much a customer spends on average per visit. Once people are buying, your next goal should be to increase how much they buy—through bundling, upselling, or product mix.
Together, these three factors decide your store’s total sales. Improving even one of them can make a big difference.
At DAiOM, we’ve worked with top retailers to turn this into a winning formula.
One fashion brand, for example, didn’t get more visitors—but still increased their sales. Here’s how we helped them do it:
- Before: 1,000 visitors × 22% conversion = 220 buyers
- After: 1,000 visitors × 30% conversion = 300 buyers
That’s 80 more buyers per week—with no increase in footfall.
Now, let’s say each customer spends a little more—₹2,000 instead of ₹1,800.
That small increase in AOV also boosts total revenue. This is the power of improving what happens inside the store—not just outside.
Read this blog to learn how data-led strategies can boost conversion and AOV—right from your existing foot traffic.
“In retail, traffic is vanity, conversion is sanity, and profit is reality.”
Table of Contents
- Understanding the Problem of The Store Sales Formula
- The Analytical Approach to Store Sales
- 5 Key Factors That Boost Store Footfall
- Tools To Use To Measure Accurate Footfall
- 5 Key Factors That Boost In‑Store Conversion
- Key Factors That Boost Average Order Value (AOV)
- Common Mistakes Retailers Make
- Case Studies That Show How Conversion Can Improve
- Conclusion
1. Understanding the Problem of The Store Sales Formula
We have already stated earlier that to understand what drives store sales, we need to look at a simple formula:
Footfall is the number of people entering the store, conversion rate is the percentage of those who buy something, and AOV is how much each customer spends on average. While footfall is affected by external factors like weather or location, conversion rate and AOV are fully in the brand’s control.
Read more – How To Scale Up Your Store Sales By Increasing Footfall?
1.1 What Affects Footfall?
Footfall can be influenced by several factors like:
- Marketing-Led Footfall: This type of footfall occurs when stores implement sales, promotions, or special offers to attract customers. These marketing strategies can significantly increase store visits, as shoppers are often motivated by discounts and exclusive deals.
- Seasonal Footfall: Certain times of the year, such as festivals or holidays (like Diwali), naturally increase foot traffic as people tend to shop more during these periods. Seasonal events create a festive atmosphere and often involve traditions that encourage shopping, leading to higher store visits.
- Environmental Footfall: This refers to external factors that can affect store visits, such as nearby events or attractions. For example, a popular movie showing at a nearby cinema or a local event can draw in more visitors to the store.
Management has the most control over omnichannel marketing-led footfall, so focusing on good offers and promotions can help increase visitors
1.2 What Affects Conversion Rate?
Conversion rate is about how many store visitors actually make a purchase. Here’s what influences it:
- Store Experience-Led Conversion: A clean layout, clear signage, and helpful staff make it easier for customers to shop. Management can control this through store design and staff training.
- Assortment & Availability-Led Conversion: If the right size or product isn’t available, customers may walk out. Smart inventory planning and local demand forecasting help avoid this.
- Trust & Pricing-Led Conversion: Clear pricing, fair value, and easy return policies help build customer trust. Make sure staff can explain the value and offers well.
1.3 What Affects Average Order Value (AOV)?
AOV shows how much customers spend per visit. The goal is to gently encourage bigger baskets.
- Product Mix & Merchandising-Led AOV: Smart bundling and product placement—like “Complete the Look” or “Buy 2 Get 1″—can drive higher spend.
- Sales Team-Led AOV: Well-trained staff can suggest add-ons or related products. Upselling works best when it’s useful, not pushy.
- Personalization-Led AOV: Using data to suggest relevant items—via loyalty programs, WhatsApp, or apps—can increase basket size both online and in-store.
2. The Analytical Approach to Store Sales
To improve store sales, you need to understand what’s really happening inside the store. Here’s a step-by-step way to do that using simple analytics:
Step 1: Measure Footfall Accurately
Start by tracking how many people are entering your store. Use smart tools like camera-based heatmaps, entrance sensors, or digital counters that can show visitor flow during different times of the day. Avoid using manual clickers—they can miss details or give wrong numbers.
Step 2: Track Conversion
Now compare how many people came in vs how many actually bought something. For example, if 1,000 people visited your store and 270 made a purchase, your conversion rate is 27%. This tells you how well your store is turning visitors into customers.
Step 3: Segment Your Footfall
Don’t just look at total footfall. Break it down by time (morning, afternoon, evening), by store section (e.g., men’s wear, electronics), or by type of customer (if tech allows). This helps you understand which areas or times are performing better, and where improvements are needed.
Step 4: Analyze and Take Action
Use this data to spot useful patterns. Are weekends bringing more visitors? Are people leaving without buying from certain zones? Is the checkout line too slow? Based on these insights, you can make changes—like adjusting staff shifts, improving store layout, or offering live discounts when footfall is high.
3. 5 Key Factors That Boost Store Footfall
You can’t drive conversions without first bringing people in. Store footfall is the foundation — more visitors mean more chances to sell. Here are five proven ways to increase the number of people walking into your store:
3.1. Location & Visibility
If people can’t find your store, they won’t visit it. Footfall starts with physical presence and visibility. Boost it by:
- Choosing high-traffic areas — near colleges, transit hubs, or malls.
- Using bright, eye-catching signage.
- Keeping your storefront clean, well-lit, and updated regularly.
3.2. Online-to-Offline Discovery
Most shoppers check Google Maps or Instagram before visiting a store. If your online info isn’t updated, you’ll lose them.
Make it easy to discover you:
- List your store with correct hours, photos, and reviews on Google.
- Run local ads on Instagram or Facebook with a map link.
- Highlight in-store exclusives in your social posts to attract walk-ins.
3.3. Events & Launches
People love events — they feel exciting and exclusive. Even a small in-store activity can drive new visitors. Ideas that work:
- Host new collection launches with influencers or styling sessions.
- Run in-store contests or giveaways.
- Partner with local cafés or brands for cross-promotions.
3.4. Word of Mouth & Referrals
Footfall isn’t always about ads. Often, it’s friends saying “You have to check out that store.” That organic activity is powerful. How to build it:
- Offer referral rewards — ₹200 off for both referrer and new visitor.
- Share customer selfies or testimonials.
- Create ‘Instagrammable’ corners that people want to post about.
3.5. Smart Promotions
Discounts attract attention — but use them with purpose. A well-timed promo can drive sudden surges in footfall.
Use them to:
- Announce limited-time deals (e.g., Flat ₹499 Weekend).
- Create urgency with “first 100 customers” giveaways.
- Reward store visits with coupons for future purchases.
4. Tools To Use To Measure Accurate Footfall
Footfall is a tricky thing to measure. In the past, people used basic methods like:
- Manual Measurement: This method involves manually counting people as they enter and exit the store, making it the least accurate option.
- New Camera System: Companies install new camera systems to automatically track foot traffic. While accurate, this method is costly due to the large number of cameras needed.
- Using Existing Cameras: Some companies use their existing camera systems to measure footfall, which is more affordable but depends on the quality of the current cameras.
The manual method is the least accurate. The new camera system offers better accuracy but is expensive due to the number of cameras needed. The third option is effective but depends heavily on the quality of the existing cameras.
But, today there are other platforms that offer better solutions in tracking footfall like:
4.1 Tango Eye
Platforms like Tango Eye offer advanced solutions for tracking footfall in physical stores. Tango Eye uses AI-powered video analytics to monitor customer movement, helping retailers gain valuable insights into foot traffic, customer behavior, and store performance. The platform tracks how many customers enter, how long they stay, and their movement patterns within the store.
Other platforms offering similar footfall tracking solutions include:
- Wobot – Specializes in AI video analytics to monitor foot traffic, customer interactions, and store operations for real-time insights.
- Zebra Technologies India – Provides advanced tracking tools that offer a detailed analysis of customer behavior, movement, and store engagement.
- Infilect – Utilizes AI to help retailers analyze footfall and customer engagement, focusing on improving in-store experiences and product placements.
These platforms empower retailers to make data-driven decisions, improve store layouts, and optimize staff deployment to enhance customer experience and drive sales.
5. 5 Key Factors That Boost In‑Store Conversion
Improving footfall is great—but if people walk in and don’t buy, it doesn’t help. Here are five important things that help turn visitors into paying customers:
5.1. Product & Assortment
Product is king—but availability is queen. A shopper might love your kurta design, but if her size isn’t available, she’ll leave—and possibly buy online from a competitor.
What to focus on:
- Make sure popular sizes are always stocked.
- Keep a mix of regular and new/seasonal items.
- Use “Infinite Aisle” tools—so if something is out of stock in-store, customers can order it online right there.
5.2. Visual Merchandising
Display is your silent salesperson. It directs attention, sets mood, and encourages exploration. A good layout and eye-catching displays invite people to explore more. Make your store photo-worthy, not just practical.
Make it work by:
- Keep walkways clear and easy to navigate.
- Highlight new arrivals or bestsellers up front.
- Turn trial rooms into fun zones. For example, Zudio added mirrors for selfies, leading to 35% longer store visits and more social shares.
5.3. Pricing, Offers & Promotions
Today’s customers often compare prices online before buying in-store. Keep it transparent. Offers can attract attention, but too many discounts all year can damage your brand value.
Do it right:
- Use discounts smartly—during festivals or clearance sales.
- Keep prices the same online and offline to build trust.
- Make sure the offer details are clear—“Buy 2 Get 1 Free” should be easy to understand.
5.4. Store Reviews And Ratings
Before visiting, most people check your Google reviews and store photos. These shape their expectations. A store with a 4.5 rating often gets chosen over one with a 3.9—just because of online trust.
Boost your reputation by:
- Ask happy customers to leave reviews via QR codes.
- Respond quickly to any negative feedback.
- Share good reviews or customer moments on social media.
5.5. Staff Availability & Support
Good staff assist and guide—not chase or pressure. Helpful staff can make a big difference. Shoppers feel more confident when someone is nearby to guide them without being pushy.
What to do:
- Make sure you have enough staff during busy hours.
- Train them to understand customer needs and product stories.
- Avoid aggressive selling—especially if a customer is comparing prices online.
These five areas are completely within your control—and improving them can have a direct impact on your store’s conversion rate.
6. Key Factors That Boost Average Order Value (AOV)
Once a customer is in-store, the next goal is to get them to buy more — either higher value items or more pieces per visit. That’s what increases your average order value (AOV).
6.1. Product Bundling
Customers love value. Smart bundling makes them feel like they’re getting more for less.
Do this by:
- Pairing products that go together (e.g., kurta + dupatta).
- Offering bundle discounts — like “Buy 2 for ₹999.”
- Training staff to suggest bundles during checkout.
6.2. In-Store Cross-Selling
Cross-selling isn’t forceful when it’s helpful. If someone’s buying shoes, show them socks. If they pick up skincare, show matching tools.
Make it seamless:
- Place complementary products near each other.
- Use signage like “Complete the look” or “Customers also bought…”
- Let trial rooms show accessories that match the outfit.
6.3. Loyalty Programs
Returning customers tend to spend more. A good loyalty program not only brings them back but also encourages larger purchases.
Make it work:
- Offer points based on total spend.
- Give bonus rewards for crossing cart value milestones (e.g., spend ₹2,000, get ₹200 off).
- Send personalised reminders: “You’re just ₹300 away from your next reward.”
6.4. Staff Recommendations
Well-informed staff can increase AOV — just by suggesting what goes well together. Their advice feels personal and useful.
Train them to:
- Understand each product’s value, features, and fit.
- Recommend upgrades or add-ons tactfully.
- Use phrases like “Would you like to see what others usually pair with this?”
6.5. Limited-Time or Exclusive Deals
A customer might be unsure — but a little urgency helps. Flash deals can push them to pick up an extra item.
Use smart urgency:
- Offer “Buy 1, Get 2nd at 50% Off” only for walk-ins today.
- Showcase “Only 3 pieces left” or “Online exclusive available here too.”
- Highlight time-sensitive discounts at checkout.
7. Common Mistakes Retailers Make
Even with a great store, some small gaps can stop people from buying. Here are five common mistakes that hurt store performance:
Poor Conversion Tracking: Many retailers still use outdated or low-cost tools to count footfall, or worse—don’t track conversions at all. Without knowing how many visitors actually make a purchase, it’s hard to improve sales. Accurate data is the first step to understanding what’s working and what’s not. Investing in smart footfall counters and connecting them to your billing system gives a clear picture of conversion.
Ignoring Omnichannel Behavior: Today’s shoppers move between online and offline freely. They may visit your store, check products, and later buy them online—or the other way around. If you force them to complete the purchase only in one channel, you lose the sale and possibly the customer. Supporting cross-channel journeys builds trust and long-term loyalty.
Untrained Staff: Customers expect in-store service to match the brand’s promise. If you’re selling premium products, but the staff lacks product knowledge or service skills, it creates a mismatch. This disconnect can lead to poor customer experience and lost sales. Well-trained staff who understand the products and customer needs make a big difference in conversion.
Inconsistent Pricing: One of the fastest ways to lose customer trust is showing different prices for the same product across online and offline stores. Today’s customers check prices instantly—if they find a mismatch, they’ll leave or ask questions. Always ensure your pricing is aligned across all channels to avoid confusion and maintain brand credibility.
Not Using First-Party Data: Retailers often miss the chance to collect valuable customer data—like emails or phone numbers. This data helps you re-engage customers who didn’t buy, run targeted campaigns, and understand shopping behavior. Without it, you lose future opportunities. Simple actions like offering a digital bill, feedback form, or loyalty signup can help you build a strong data foundation. (Read more – Importance of 1st Party Data and Organic Ways to Build it)
8. Case Studies That Show How Conversion Can Improve
Real results come from small but smart changes. Here are two case studies that show how in-store conversion can be improved without increasing footfall:
Case Study 1: Zudio’s Trial Room Strategy
Zudio realized that trial rooms are more than just a space to try clothes—they’re part of the customer experience. By adding better lighting, large mirrors, and Instagram-friendly elements, they transformed the trial rooms into photo-worthy zones.
The result was an 18% jump in conversion and a 20% rise in social media mentions—all in just 30 days. Customers stayed longer, enjoyed the experience, and shared it online—bringing in more organic buzz.
Read more – Offline is the new luxury: Zudio
Case Study 2: From 22% to 30% Conversion Without Extra Footfall
A leading premium fashion brand partnered with DAiOM to improve store performance. Using data analytics, they tracked store-wise conversion rates, broke down footfall by time slots, and identified low-performing hours.
With these insights, they retrained staff and improved in-store engagement during peak and weak hours. In just 60 days, their conversion rate jumped from 22% to over 30%, leading to a 35% increase in weekly buyers—without any increase in foot traffic. This showed how data and training together can drive strong business results.
You walk into a retail store, whatever it is, and if there’s a sense of entertainment and excitement and electricity, you wanna be there.
9. Conclusion
If your store is relying only on footfall to increase sales, you’re missing a big opportunity. Foot traffic depends on outside factors—but conversion and average order value (AOV) are fully in your hands.
We have worked with a lot of brands to help set up this framework in an analytical approach, so feel free to reach out to us at saurabh@daiom.in if you resonate with the topic.
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