2017 Shop! ROI Standards: Store Redesign
Store Redesign Metrics
Understanding what motivates retailers to execute a rede
sign will help suppliers better serve their client. Knowing
the key metrics and how to measure them, that will help
suppliers show their value to the retailer.
Shop! found some variation in the importance of vari
ous metrics as ratings varied among survey respondent
groups. The key to every successful project is making sure
these metrics are clearly defined and agreed upon at the
start of a project.
For retailers, ROI (23%) was the most important metric in
determining the success of a store design followed by overall
store sales (17%), market share (10%) and conversion rates
(10%). However, when asked about the relative importance of
other metrics, 91% of respondents stated brand perception
was very/extremely important. 81% of respondents stated
brand awareness was very/extremely important.
Designers on the other hand stated that sales per square
foot (23%) was the most important metric in determining
the success of a store redesign, followed by overall stores
sales (15%) and sales lift across all channels (15%). When
asked about the relative importance of other metrics,
96% of respondents stated brand perception was very/
extremely important and 82% stated brand awareness
as very/extremely important.
Finally, manufacturers stated overall sales and ROI were the
most important metrics in determining the success of a store
redesign (tied at 25% each). When asked about the relative
importance of other metrics, 88% stated brand awareness
and sales per square foot were very/extremely important.
Ultimately, a store is the reflection of its brand and
thus any design/redesign must reflect the values
and value of that brand. Helping the retailer achieve
such brand alignment and sales increases will help
ensure a continued position as a valued partner.
KEY SUCCESS METRICS: RETAILERS
91% 87% 81% 81% 72% 71% 69% 69%
Source: 2016 Shop! ROI Standards: Store Redesign Survey