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Exploring marketing ROI measurement: Perspectives from 6 retail experts

4 min read
Brett Farmiloe

Determining the effectiveness of marketing strategies in the retail sector is crucial, so we've gathered insights from CEOs and marketing managers to uncover their most valued metrics. From boosting social engagement to evaluating effectiveness with Revenue Per Visitor (RPV), explore the perspectives of these retail leaders as they shed light on the metrics they prioritize for insightful marketing ROI analysis.

1. Boost social engagement

In the retail sector, we prioritize foot traffic, customer engagement, and sales conversion rates as key metrics. For instance, when we introduced weekly trivia nights at our brewery, we saw a notable increase in both foot traffic and customer engagement on social media. 

This led to strategic adjustments, such as expanding our events calendar, to further boost these metrics and enhance our overall marketing ROI. Cheers to a winning formula!

-Bailey Mosley, Marketing Manager, Pedal Haus Brewery

2. Focus on conversion success

We always prioritize conversions and find them to be the clearest metric that measures success. Comparatively, we may get lots of impressions or store visits, but if we don't get conversions from them, then we know that something wasn't successful in the funnel. It helps us focus our attention on how we can get more conversions once we do get the customer to our website.

- Shari Azama, Marketing Manager, Yu-Be, Inc.

3. Drive quality foot traffic

In our retail stores, we have very consistent data on how well we can convert walk-ins into customers. So, when we initiate retail marketing campaigns, we are focused on driving quality foot traffic. 

To accomplish this, we focus on marketing channels where we can measure spend and actual foot traffic generated for each of our stores. If we can get our cost per visitor within a profitable range, then we can scale up spend on those campaigns.

-Firas Kittaneh, CEO & Co-founder, Amerisleep Mattress

4. Assess CAC or CLV

As the Marketing Manager at Waterfall Arts, focusing on gauging the ROI in the retail sector translates to measuring the effectiveness of our efforts in attracting and retaining new students for our art programming. Key metrics, such as Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and Return on Advertising Spend (ROAS) play pivotal roles in this assessment.

For instance, by tracking CAC, we ascertain the cost involved in acquiring each new student, allowing us to allocate resources efficiently across various marketing channels. Analyzing CLV enables us to understand the long-term value students bring to our organization, aiding in the development of personalized retention strategies, such as loyalty programs. Additionally, ROAS measurement helps optimize advertising spend by identifying high-performing campaigns, ensuring our marketing efforts yield maximum returns.

Through a strategic focus on these metrics, we can tailor our marketing initiatives to not only attract new students but also nurture long-lasting relationships, ultimately driving growth and sustainability in our art programming endeavors at Waterfall Arts.

-Katherine Devereux, Marketing Manager, Waterfall Arts

5. Optimize marketing with ROAS

ROAS (Return on Advertising Spend) is a metric that measures the revenue generated from marketing campaigns in comparison to advertising expenses. It helps determine the effectiveness of specific advertising initiatives and optimize marketing budget allocation. 

Retail leaders can use ROAS to identify marketing channels, campaigns, or keywords that deliver the highest return on investment and adjust their advertising strategies accordingly. For example, a retail company analyzed ROAS across different digital advertising platforms and found that their Facebook ads generated significantly higher revenue than Google Ads.

-Tammy Sons, CEO, TN Nursery

6. Evaluate effectiveness with RPV

One of the key metrics that we prioritize is Revenue Per Visitor (RPV). We used to focus on the Average Order Value (AOV), but while it remains an important metric, it doesn’t give us the full picture. 

By focusing on our RPV instead, we get an overall view of the effectiveness of our marketing strategy as it encompasses both our AOV and our conversion rates in one metric. A drop in either of these factors will cause a drop in our RPV and alert us to take action. It also allows us to compare our customer acquisition cost (CAC) to our RPV, which gives a very clear indicator of the amount of profit we’re making or if we are overspending on marketing.

-Laura Grant, Marketing Manager, BlueSky Solutions

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