Trax Traffic Counter

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Our TRAX Traffic Counter is the most accurate Traffic Counter in the world.  It does not count as people leave but counts buying groups as one, and subtracts for non-customer activity.  Our retail traffic counter provides traffic analysis reports that automatically upload to your PC or to the Internet, so you may view your data 24/7, anywhere in the world (password protected).

Our traffic counter has a retail reports module that guarantees improvement in any retail environment.   It compares staffing to customer activity, closing ratios, revenue per opportunity, and much more.  These reports create performance enhancements that guarantee improvement, all brought to you by our exceptional retail traffic counter.

Why do I need a Traffic Counter?

It's a must in this day and age to know how many customers are visiting your operation every single day, along with how many customers each salesperson is talking with for you to be an effective manager. Without a traffic counter, you are missing a critical ingredient to running your operation.  Knowing your accurate closing ratio will help you to not miss out on a tremendous opportunity.  In his book, Business at the Speed of Thought, Bill Gates writes,  “The most meaningful way to differentiate your company from the competition, the best way to put distance between you and the crowd, is to do an outstanding job with information.  How you gather, manage and use information will determine whether you win or lose.”  Strong words and recommended reading.

The clear meaning here is measuring everything you do, especially the information on the sales you don't make. Southwest Airlines is by far the most profitable airline in that industry today.  There is one simple reason: They benchmark and measure everything.  They know for example exactly how many customers it takes to pay for the fuel to fly from one destination to another.  They know how many customers it takes to pay for their crew, and how many more customers it takes to pay for the gate.  Southwest Airlines can tell you their exact cost per air mile per seat.  By knowing this single number on every flight, they are able to learn if they are improving or falling behind each day.

This type of measurement is what it takes to be successful today. The only way to accurately and consistently monitor your customer potential is by installing a retail traffic counter.

Revenue Per Up (RPU) This acronym really says it all regarding the investment retailers put into every new customer who walks into their store or showroom.  Revenue per up automatically analyzes how well store is doing regarding closing ratios compared to overall opportunities.  company’s president owned an eight-store chain with 50 salespeople. He would gauge his success by dollar volume alone, as most of us do.  The problem with this short-sighted measurement is that you don’t learn the big picture, which provides the true potential your company has every day.  The RPU is simply the total dollar volume divided by the number of sales opportunities you had each day.  There are only two ways to improve this number.  First, increase the average sale amount.  Second, improve the closing ratio. 

If you don't know your RPU accurately, you don't know if you are really improving or getting worse.  John F. Lawhon writes in his best selling book, The Selling Bible, "If you can measure something, you can improve it. If you don't accurately measure it, it will not improve."

What is your biggest challenge as a retailer?  Have you ever been on the sales floor for a couple hours during a busy traffic day, and then had to go somewhere else?  You assumed the day would be great or at least good, because traffic was good and the sales seemed like they were rolling in.  Later you were told that traffic died immediately after you left.  You then naturally ask yourself what the day would have been like if you had stayed?  The real question is – did traffic really drop off after you left or did the level of attention to the details drop when you walked out the door? Our retail traffic counter can answer that question for you.

How many times have you asked, Why are sales so far off? Have you heard the reply from your salespeople that traffic is down? Have you also been told they are closing almost every possible opportunity walking in the door? Without a retail traffic counter, there is no way for you to measure traffic.

My advice is for you to immediately put this document down and make a call to hire someone to count traffic for at least three days (the ideal is for an entire week). Make sure you especially cover the entire weekend. Call our office and we will fax you the proper form to use so you can track total Ups per hour and be able to subtract the non-customer activity, or what we call the Mail Man Factor. Give them a kitchen timer that rings each hour so they can easily track the hours.

What is really going on with the sales floor? You say to yourself ... We are advertising, the merchandise looks great, our prices are competitive, and I spend plenty of time and money on sales training. So what is the real problem? If a salesperson could stand in your shoes for five minutes, they would understand how you feel about their activity and work habits and how frustrated you are regarding below-average sales productivity.

We believe that the most important thing you could ever learn to improve your business is your traffic count and number of opportunities per salesperson. If you don't know this simple number, you don't know your company’s true potential. This number is the key ingredient to long-term and perpetual improvement of profits, the heart of motivation and creating sustained enthusiasm on the floor. It will immediately open your eyes. TRAXsale’s retail traffic counter applications can help you to solve your sales-closing gap.

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