Beyond Just Sales Numbers

Brief example:

In Shopperception: Shopper Analytics for the Retail Industry?  .... Do Sales Numbers tell us all we need to know?  .... Sales numbers tend to be considered the only relevant metric when evaluating in-store performance. Changes to a category that increase sales are considered to be good, and those that decrease sales are considered to be bad, which to the untrained eye makes sense and seems easy to manage, after all it is ultimately about increasing sales, and offline retail is just that simple.  .... "