MONTHLY REPORT FOR PHYSICAL RETAIL
Retail Performance Pulse
Year-Over-Year Report
April 2015
May 6, 2015
Average Year-Over-Year Growth/Decline
April results showed an increase in conversion of 0.4% and SPS of 2.4%. Traffic fell by 14.6%, which can be attributed to
the shift of Spring Break/Easter from April LY to March TY (Easter was on the first fiscal day of April while Spring Break
landed in the last week of March). Although April showed a decrease in sales of 12.5%, when combining the periods of
March and April to level out the calendar shift, the reduction in sales is 5.2%. Much of the decline in April occurred in
weeks 1 and 2, when all metrics fell significantly.
$
Sales
Traffic
Trans.
Conv.
%Return
(% points)
(% points)
ATV
SPS
Mar & Apr
-5.2%
-9.4%
-7.2%
0.7%
0.0%
2.5%
4.7%
April
-12.5%
-14.6%
-13.6%
0.4%
0.0%
1.4%
2.4%
March
-3.2%
-8.2%
-5.8%
0.9%
0.0%
3.5%
5.8%
February
-10.4%
-12.5%
-11.7%
0.5%
-0.8%
2.3%
2.8%
January
-7.7%
-7.7%
-7.6%
0.2%
-0.7%
-0.1%
-0.1%
December
-6.5%
-7.1%
-6.7%
0.3%
-1.0%
0.2%
0.5%
High & Low Days of April 2015
April 25th showed the highest sales and traffic of the month. Conversion and sales per shopper were highest on May 1st,
Easter (April 5th) was the lowest across all performance metrics, which is in line with historical performance. Excluding
Easter, the lowest sales occurred on the 20th, while the lowest traffic and transactions occurred on the 13th.
$
High
Low
Sales
Traffic
Trans.
Conv.
%Return
ATV
SPS
Sat
Sat
Sat
Fri
Mon
Sat
Fri
25
25
2
1
6
18
1
Mon
Mon
Mon
Mon
Sat
Fri
Mon
20
13
13
6
18
10
6
April 2015
S
M
T
W
T
F
S
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
1
2
1
RETAIL PERFORMANCE PULSE
COPYRIGHT © 2015 RETAILNEXT
CONFIDENTIAL & PROPRIETARY
•
April faced the warmest temperatures overall since 2006, and generally warm and dry conditions were experienced
throughout the nation
MIDWEST
Traffic
Sales
Conv.
ATV
SPS
WEST
Traffic
Sales
Conv.
ATV
SPS
-10.7%
-12.2%
0.7%
-0.4%
-1.3%
NORTHEAST
-12.7%
-8.2%
1.0%
1.6%
4.9%
Traffic
Sales
Conv.
ATV
SPS
-19.2%
-16.6%
0.5%
1.8%
3.3%
SOUTH
Traffic
Sales
Conv.
ATV
SPS
-14.1%
-12.5%
0.5%
1.5%
2.0%
Key Regional Takeaways
Although traffic and sales were down significantly in April, all regions experienced an uptick in conversion across the board.
•
The West faced traffic and sales declines of 12.7% and 8.2%, respectively. The region had the highest relative increase in SPS of
4.9%
•
Traffic in the Midwest declined by 10.7%, and sales fell by 12.2%. The region faced a slight uptick in conversion of 0.7%, but a
decrease in ATV of 0.4%. Overall, SPS fell by 1.3%.
•
The South saw a relatively steep decline in traffic of 14.1%, and a decrease in sales of 12.5%. Conversion and ATV, however,
both increased by 0.5% and 1.5%.
•
The North encountered the steepest traffic and sales declines of 19.2% and 16.6% respectively. SPS, however, increased by
3.3% indicating consumer confidence once shoppers entered stores.
*Regional analysis include only retail chains with presence across all regions
**Conversion shown in percentage points
Weather highlights provided by
2
RETAIL PERFORMANCE PULSE
COPYRIGHT © 2015 RETAILNEXT
CONFIDENTIAL & PROPRIETARY
*4-5-4 weeks starting Sunday to Saturday
3
RETAIL PERFORMANCE PULSE
COPYRIGHT © 2015 RETAILNEXT
CONFIDENTIAL & PROPRIETARY
Glossary
Sales:
Customer sales net of returns
Traffic:
Total number of shoppers
Transactions (TRN):
Sales transactions and returns transactions
Conversion (CVR):
Sales transactions as a percentage of traffic
%Returns:
Returns transactions as a percentage of total transactions
Average Transaction Value (ATV):
Sales divided by transactions
Sales Per Shopper (SPS):
Sales divided by traffic
Methodology
19+ million shopping trips were analyzed in data sets across specialty and larger format retail stores within the continental U.S.
Regional analyses include only retail chains with presence across all regions. Note: Regions were reclassified in April 2014.
Periods defined according to Fiscal 4-5-4 Retail Calendar
•
Previous Period: Apr 6th 2014 – May 3rd 2014
•
Current Period: Apr 5th 2015 – May 2nd 2015
Disclaimer
This report and all information contained herein (collectively, the “Report”) constitutes the proprietary information of RetailNext, Inc.
(“RetailNext”) and/or its licensors, and is protected by U.S. and international copyright law. All rights reserved. You agree not to reproduce,
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About RetailNext
RetailNext is the leader in Applied Big Data for brick-and-mortar retail, delivering real-time analytics that enables retailers,
shopping centers, and manufacturers to collect, analyze, and visualize in-store data. The company’s patented solution uses bestin-class video analytics, Wi-Fi detection, Bluetooth, data from point-of-sale systems, and other sources to automatically inform
retailers about how people engage with their stores. The highly scalable RetailNext platform easily integrates with promotional
calendars, staffing systems, and even weather services to analyze how internal and external factors impact customer shopping
patterns, providing retailers with the ability to identify opportunities for growth, execute changes, and measure success.
RetailNext measures the behavior of more than 1 billion shoppers per year by collecting data from more than 65,000 sensors in
retail stores and analyzing trillions of data points. Headquartered in San Jose, CA, RetailNext is a growing global brand operating
in over 40 countries.
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