Measuring Omnichannel in Retail

With some good expert discussion:

Are retailers measuring omnichannel all wrong?     by Nikki Baird

Through a special arrangement, what follows is an excerpt of an article from Retail Paradox, RSR Research’s weekly analysis on emerging issues facing retailers, presented here for discussion.

There is a point where customer engagement leads to more sales. But there is also a point where it leads to diminishing returns. That’s the beauty of the sales per engagement-minute spent metric.

This metric enables a breakdown to identify causal factors. If an employee is spending a lot of time with customers but not selling much, they need some sales training help. If a store is getting a lot of traffic and employees are spending less and less time with customers, they need sales help. If a store is spending more and more time fulfilling orders instead of helping the customers who walk through the door, they need more fulfillment staff. Where are the engagement minutes coming from, and where are they delivering value vs. detracting from value? .... "